• by editor , June 27, 2018

Virgin Holidays gives ownership to members of the marketing team to try new things. In a keynote at EIS EU, Saul Lopes, customer lifecycle lead at Virgin Holidays, revealed that not using cumbersome approval processes and red tape helped innovation.

"Stop blaming your ESP," he said. "We've done a lot of innovation without changing our ESP or changing our data."

Innovative techniques include adding personalization, real-time weather and local details about destinations and have seen huge increases in click throughs and bookings. They also started using data and AI too drive subject lines instead of relying on endless meetings and anecdotal human bias and found unexpected subjects were more successful.