Club Med's journey to success with rich conversational messages

Since its inception in 1950, Club Med has provided unforgettable vacations for its guests in breathtaking destinations around the world. With nearly 70 resorts worldwide, from serene coastal hideaways and luxurious sailing yachts to breathtaking mountainous landscapes, Club Med stands as a pioneer and global leader in premier getaways for families and couples.

Challenge: Maximizing conversions during a limited-time flash sale

The vacation provider had a big challenge on its hands. The company wanted to make sure customers could easily find their perfect holiday from a wide range of options during a three-day flash sale. The sale was timed for the opening of reservations for the upcoming year – the annual high point for bookings.

Club Med’s goal was simple: excite customers while offering them personalized recommendations that matched their preferences.

Solution: Sinch Campaign A/B test custom-built for success

Club Med partnered with Sinch to address their challenge. The travel and tourism operator used comparative A/B testing featuring Rich SMS and rich conversational messages on the Sinch Campaign platform, which provided valuable, data-driven insights.

“We were looking for an innovative event format to support this sales highlight, while incorporating a high degree of personalization,” said Charlotte Robillard, Head of CRM European Markets at Club Med.

The Rich SMS component of the test included a direct link to a dedicated landing page designed specifically for the flash sale. In contrast, the rich conversational message led customers to a chatbot. Known as the “friendly robot”, the chatbot helped customers find their perfect summer resort for the following year, acting as a personal vacation assistant.

Customers were asked a series of questions designed to understand their unique vacation preferences. Based on their responses, the chatbot provided tailored recommendations, suggesting specific resorts that best matched their interests and desires. This innovative approach allowed Club Med to offer a personalized, engaging, and user-friendly experience during their flash sale.

Results: Improved customer engagement and new strategic insights

The three-day flash sale exceeded expectations, with a significant increase in bookings and a notable boost in customer satisfaction. The A/B testing results also displayed interesting insights: the engagement rate for conversational messages was 9% higher than that for Rich SMS, and there was a 12% higher redirection rate to Club Med’s website from these messages.

Customers warmly received the friendly robot, appreciating the individualized recommendations and quick, helpful responses. This innovative concept allowed them to offer a more personalized, streamlined service, effortlessly guiding customers through the booking process. Thanks to flash-sale success, Club Med has already planned to use conversational messaging for an upcoming campaign later this year.

“Conversational messaging was the perfect answer and added a playful dimension,” said Robillard. “As visual immersion and personalization are two key issues for our brand, we will continue to test and develop Rich SMS campaigns based on expert formats for our highlights.”

By leveraging the Sinch Campaign platform, Club Med created a unique and engaging customer experience during their flash sale which resulted in useful insights, higher engagement, customer satisfaction and an increase in conversions.