[Travel Company] Designing a Marketing Roadmap to Redefine the Business After COVID-19
Background: What Needed to Be Achieved?
Our client operates a travel agency business spanning both international and domestic travel, with travel concierges who use their local knowledge to arrange bespoke experiences for each customer.
However, as the market deteriorated with the spread of COVID-19, the company fell into negative net worth and was forced to suspend the ad operations it had long been running.
SOKAI, which had already built a working relationship with the client through ad operations, began supporting them in formulating their future marketing strategy and building the structure to execute it.
Our Proposal to Accelerate the Business
For the client to restore profitability, the first priorities were to maximize revenue and profit per employee by focusing on high-margin areas, and to prevent a widening-deficit scenario through cost control.
With major investment off the table for the time being, we adopted a policy of building a staged strategy leading up to the point where ad operations could resume.
Looking ahead to the client’s future international expansion, SOKAI clarified the marketing strategy and structure to adopt by designing the key questions across “current state → challenges → actions,” viewed from two angles: the travel industry and competitors, and the client’s own marketing strategy.
Combining what this revealed about the business environment with lessons drawn from competitors’ marketing playbooks, we proposed a prioritized set of initiatives and an execution structure for the client.
The Results
Until now, SOKAI’s involvement had centered on ad operations. Through this engagement, we are now deeply involved in the “identify challenges → improve” cycle across landing pages, SEO, email marketing, and the customer-contact desk as well.
For the time being, a SOKAI marketing director is assigned to the client’s project, working toward a state where challenges can be identified through proper KPI and metric visibility — something that had been lacking.
Under the banner of “Crossing the Sea to Create a New Era,” SOKAI Inc. supports the redefinition of business foundations on a global scale, powered by advanced technology.
If you want to solve your company’s challenges and drive drastic digital transformation, please contact us.