How tripAbrood Thrived in the Post-Pandemic Travel Landscape

BUSINESS

tripAbrood

SERVICES

Strategy, Brand, SEO, PPC, Social Media, CRM

YEAR

2020 – 2022

tripAbrood were an early stage startup focused on revolutionising the family travel accommodation market by matching families to their perfect holiday accommodation. Whilst the business had great success post-pandemic, additional funding couldn’t be achieved due to the lack of investment at the time in the travel sector.

In the competitive landscape of online travel comparison, maintaining a strong online presence and diversifying revenue streams is crucial for sustained success. tripAbrood, a pioneering platform connecting families with suitable accommodation, faced a significant challenge as the COVID-19 pandemic brought the travel industry to a standstill. This case study explores how, as Head of Growth, I helped tripAbrood not only navigate this turbulent period but also achieve impressive growth.

The Challenge

The onset of the pandemic and subsequent lockdowns presented unprecedented challenges for tripAbrood. With international travel restrictions in place and consumer confidence shaken, the startup needed to adapt quickly to survive. The “traffic light system,” which categorised countries based on risk levels, further complicated travel planning and added to the uncertainty. To secure crucial funding, tripAbrood needed to demonstrate resilience and the potential for revenue growth despite these obstacles.

The Solution

Building a Strong Foundation During Lockdown:
While travel was restricted, I focused on building a strong foundation for future growth. This involved:

Strategic Partnerships: I formed key partnerships with family-focused organisations, including a tier 1 UK bank, Perkbox, and other family-centric platforms. These collaborations expanded tripAbrood’s reach and introduced the brand to a wider audience.

Engaging Content: To maintain engagement with families during lockdown, we developed and promoted activity packs for children. These resources provided educational and entertaining content, keeping tripAbrood top-of-mind and growing the platform’s database by 600% (from 2.5k to 20k).

Pivoting to the Luxury Family Market:
As travel restrictions eased, we identified an opportunity in the luxury family travel market. This segment was less reliant on package holidays and more likely to book accommodation independently, making them an ideal target audience for tripAbrood.

The Results

This strategic pivot and proactive approach delivered impressive results:

Increased Conversion Rate: By targeting a more discerning audience, tripAbrood’s conversion rate increased by 5x.

Higher Average Order Value: The shift to luxury family travel resulted in a 7.5x increase in average order value.

Significant Growth in Bookings: Despite the challenging market conditions, tripAbrood achieved a 184% year-on-year increase in bookings.

Industry Recognition: tripAbrood’s success was further validated by winning the Travolution Award for Startup of the Year 2020 and the Champions of Content Award in 2021.

Key Takeaways

The tripAbrood case study highlights several key takeaways:

Adaptability: In volatile markets, the ability to adapt quickly and pivot strategies is crucial for survival and growth.

Building a Community: Engaging with your target audience, even during challenging times, can build brand loyalty and drive
future growth.

Niche Targeting: Focusing on a specific niche can lead to higher conversion rates and increased revenue.

Long-Term Vision: Investing in strategic initiatives during difficult periods can lay the foundation for future success.

Conclusion

By successfully navigating the challenges of the pandemic and capitalising on emerging opportunities, I helped tripAbrood achieve significant growth and establish itself as a key player in the family travel market.