As the expectations of travel customers shift with each generation, this luxury cruise company needed to understand how to evolve its offering and find the right targets to fill its ships.
We integrated our MindBase segments with the client’s database of past and new cruisers to uncover the groups that are most likely to engage with the category. Further exploration with MotiveMix also uncovered additional potential segments for a new product offer. Insightful profiles of the most attractive prospects were created, providing deeper texture and insight into the cruise line’s most valuable prospects—and their evolving expectations of luxury.
The client used these insights to design more compelling campaigns building on the key values and drivers of their target segments, and used MindBase direct mailing lists to target potential cruisers.
MindBase lists consistently out-perform other list sources, converting more passengers at a lower cost of sale, and yielding a 402% ROI.