Luxury Escapes Exceeds Membership Goal By 1.4X for LuxPlus+ With Personalized Messaging

Luxury Escapes is an Australia-based premier travel brand dedicated to creating the world's most loved travel experiences. The company, which now has over eight million global members, focuses on delivering exceptional value with every booking—such as more savings and exclusive inclusions.

Customer engagement is vital to building the Luxury Escapes brand. Through engagement, marketers can anticipate trends and shifts in customer expectations, allowing Luxury Escapes to innovate travel experiences and stay top of mind with customers. The goal is to become a one-stop shop for travelers to plan an entire escape.

Boost Engagement for New and Exclusive Travel Experience

To successfully launch the new LuxPlus+ reward program, the company needed to reach customers with messaging about what to expect that resonated with them. Engaged customers are more likely to book, advocate for the brand, and share their positive experiences, which enhances the brand's reputation and attracts more like-minded travelers.

To keep up with travelers’ needs and desires, the LuxPlus+ campaign had to be fast and adaptive. Braze was the perfect match for the company’s highly responsive focus on the customer experience. With Cloud Data Ingestion—a feature of the Braze Data Platform—the company set up a direct connection to their data warehouse, allowing them to connect, sync, and manage user data (user attributes, events, purchases) and Catalog data.

Luxury Escapes’ campaign goals included:

• Managing variables such as subscriber's membership and eligibility status, including subscribers in countries where LuxPlus+ has not launched
• Avoid the need to update every template or content block individually to reflect the new country availability, ensuring that such messaging doesn’t show up in the company’s 27 markets without LuxPlus+
• Hiding and showing LuxPlus+ banners based on the subscriber’s eligibility and member status
• Manage variables for member-only pricing, bonus inclusions, early access, and hidden member-only offers

Key tactics for the Luxury Escape strategy included:

1. A full revamp of their email suite design,with every single offer block including three different states which are dynamically decided instantaneously based on their member status.
2. Personalize customer experiences and campaigns with the brand’s data—for example, newsletter, campaigns, and automated journeys.
3. Seamlessly reuse content across email, push, in-app messages, and more with Content Blocks
4. Use Braze Catalogs to manage country availability of LuxPlus+
5. Offer design variations based on member status with Advanced Liquid Logic in Braze Content Blocks

The LuxPlus+ campaign used the following strategies and technologies to manage content from the backend and within messages to personalize content for different audiences.

• Backend management: Luxury Escapes used Braze Catalogs to update eligible LuxPlus+ regions with just one click. This small change created a platform-wide activation of Content Blocks displaying updated LuxPlus+ elements in every email for Australian users, saving hours of coding time.
• Dynamic content delivery: The CRM and marketing teams collaborated closely to design components for daily newsletters and journey email templates, which can hide or show LuxPlus+ banners based on the subscriber’s eligibility and member status. For example, non-members received tailored messages highlighting the benefits of joining LuxPlus+, along with attractive incentives to convert them into LuxPlus+ members.

• Content delivery was powered by Braze Catalogs, Liquid personalization, and Content Blocks so that each non-member subscriber received relevant and engaging information dynamically tailored to them—a tactic that increases conversions to paid membership.
• Dynamic offer experience: User Experience team designed several variations of LuxPlus+ offer blocks to communicate four LuxPlus+ benefits - member-only pricing, bonus inclusions, early access, and hidden member-only offers. To manage the variations, Luxury Escapes used Braze Content Blocks to match whether LuxPlus+ is available in a specific country. They also use Content Blocks to dynamically pull in the subscriber’s country and membership status to define which personalized offer block variant the subscriber should receive. In the process, the company created a unique visual experience with tailored messaging and benefit callouts based on a subscriber's status.
• The company also uses Experiment Paths to continuously test multiple Canvas paths and then quickly adapt to customer expectations.

Luxury Escapes constantly strives to create the most personalized experience through their email designs. The evolution of the offer Content Blocks and email templates with LuxPlus+ has elevated their email experience, marking a significant achievement for their customer communications and CRM teams. They’ve unlocked numerous features with Braze, and many team members have upskilled to utilize these features, pushing the boundaries of their communication strategy.

The team is already planning their next initiative for LuxPlus+: Introducing a Preview stage for our engaged subscribers. The team is confident in tackling any new design variations specifically for this initiative and leading the transformation of email experiences for their future campaigns and customer journeys utilizing the power of Braze.

“With Braze, we’re able to connect with our members on a whole new level. Showcasing tailored offers has never felt so dynamic, creating excitement around LuxPlus+ and letting the full value of our exclusive experience shine for our customers.”

Maria Nouneva

CRM Manager, Luxury Escapes

“With Braze Catalogs and Connected Content, we’ve taken our ability to engage with our members to the next level. By leveraging dynamic and personalized content, we’re now able to share offers that are perfectly tailored to each individual, creating more meaningful connections and elevating the LuxPlus+ experience like never before.”

Nirnay Polaboina

Engineering Manager, Luxury Escapes

Luxury Escape Results: Membership Signs Exceed Goal by 1.4X

In the first 1 month of the LuxPlus+ campaign, marketers saw a 10% increase in clickthrough rate (CTR) for its daily newsletter emails. The LuxPlus+ launch email, a full database send, resulted in a 100% increase in CTR compared to other full database campaigns.

In addition, the open rate increased by 1.5% by using the Braze-winning variant of the A/B testing for the 85% full database send. The success metrics underscored the effectiveness of the personalized content strategy, and the ability to drive customer engagement through various email components.

Memberships also saw significant results: In the first two weeks of the campaign, the customer communications team reached 142% of its membership signup goal.

Key Takeaways

1. Create a mood of exclusivity. The LuxPlus+ campaign highlighted the VIP travel club to members, while non-members got a taste of some benefits but were encouraged to join and unlock more perks.

2. Personalize to each user. With dynamic personalization tools like Braze Catalogs, Luxury Escapes can easily personalize messages on a 1:1 basis—at scale.

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