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ExclusiveTraveler ClubPremium travel
How Exclusive Traveler Club gives every member a next best action
3×
cross-sell · measured against a randomised holdout
In short
Exclusive Traveler Club sells high-consideration travel to a small, valuable membership, where a wrong offer costs more than no offer. Markin decides the next best action per member and hands it to advisors and lifecycle channels, tripling cross-sell conversion against a randomised holdout.
Results
Every decision carries a control group3×
Cross-sell conversion
vs randomised holdout, full measurement window
+26%
Revenue per member
driven by trip composition, not by contact frequency
-41%
Outbound contacts per sale
fewer, better-timed conversations
Anonymised range across Markin deployments in large B2C bases, read over a full measurement window. It is not an industry benchmark and not a forecast for your base.
At a glance
- Industry
- Premium travel / membership
- Markets
- Americas and Europe
- Base
- A small, high-value membership
- Motions live
- Next best action, cross-sell, renewal, advisor prompts
- Stack
- Warehouse, Salesforce, email, advisor desktop
- First measured lift
- Week 8
The challenge
In premium travel the constraint is not reach, it is judgement. A membership measured in thousands, not millions, cannot be blasted: every contact spends credibility, and a badly timed offer for the wrong destination signals that nobody is paying attention.
The knowledge that made those calls well lived in a handful of senior advisors. It did not scale, it was not written down, and it never made it into the lifecycle channels, which kept sending the same seasonal newsletter to everyone.
Meanwhile the signals that matter, a renewal window opening, a companion added to a booking, a browsing pattern shifting from beach to safari, were sitting unused in the warehouse.
What Markin did
Data and context, intelligence, action01 / Data & context
Member history as a decision surface
Trip history, enquiry patterns, companions, spend bands, renewal dates and browsing signals are unified per member, so context is available at the moment an advisor or a lifecycle channel acts.
02 / Intelligence
One next best action per member
Markin arbitrates between every candidate action competing for the same member and picks the one worth the contact, including the option to stay silent. Each recommendation carries its reasoning, so an advisor can accept or override it.
03 / Action
Advisors and channels working from the same call
The chosen action appears as a prompt in Salesforce for advisors and as the content of the lifecycle send, so the member sees one coherent conversation instead of two.
Experiments that ran
Hypothesis to measured lift| Hypothesis | Segment | Action | Channel | Measured lift |
|---|---|---|---|---|
| Members signal a category shift before they enquire | Browsing pattern moving away from previous trip type | Advisor prompt with the new category and a reason to call | Advisor | 3× cross-sell conversion |
| Companion additions predict a larger, longer trip | Bookings with a new companion on the record | Upgraded itinerary composed around the group, not the individual | Advisor + email | +26% revenue per member |
| Renewal is won during the trip, not at the renewal date | Members mid-trip with high satisfaction signals | Renewal conversation moved to the in-trip window | Advisor | +14% renewal rate |
| Contact frequency is costing us more than it earns | Members with no live intent signal | Suppress the seasonal send, measure against control | None | -41% contacts per sale |
How it rolled out
Week 0
Member context unified
Trip history, CRM and web signals connected read-only. Advisor judgement documented as candidate actions.
Week 4
Advisor prompts live
Next best action delivered inside Salesforce with reasoning attached and a holdout on every member.
Week 8
First readable lift
Cross-sell conversion reads 3x against control. The seasonal blanket send is retired.
Week 14
Lifecycle aligned
Email and advisor channels arbitrated by the same decision, so members receive one conversation.
In their words
“Every member now gets the call our best advisor would have made, at the moment they would have made it.”
Commercial Director, Exclusive Traveler Club
The stack Markin worked with
No migration, no new system of recordQuestions buyers ask about this case
Does this replace our advisors?
No. It gives them the call they would have made if they had read every signal on every member that morning. Advisors accept, override or ignore each recommendation, and the overrides feed back into the decisions.
How was the Exclusive Traveler Club result measured?
Every decision carries a randomised holdout. The lift quoted is the difference between the treated cohort and that control group over a full measurement window, not a before-and-after comparison.
Did they have to move their data to Markin?
No. Markin reads from the warehouse, CDP and product events already in place. Nothing is copied into a new system and nothing is locked in.
Which team ran it day to day?
The existing growth team. Markin does the analytical work, a premium travel team of that size would need a dedicated data-science pod to produce, and routes every action into the tools they already operate.
How long until the first measurable lift?
A first motion goes live in about 30 days and the first statistically readable result lands inside the following six weeks. Scaled impact typically reads at 90 days.
