Type
AI Segmentation and
recommendation
Industry
Recognized as the World’s Best Leisure Airline, Air Transat has built a strong reputation for delivering outstanding travel experiences and maintaining a deeply customer-centric approach. We are proud to partner with Air Transat to help unlock the next level of value from its customer data.
Over time, the airline accumulated a rich foundation of transactional and CRM data, creating strong potential to elevate marketing activation and personalization capabilities.
Historically, personalization relied primarily on business rules. While these mechanisms enabled effective campaign management, they also opened the door to more scalable and data-driven methods.
Segmentation strategies varied across campaigns, revealing an opportunity to introduce a more consistent framework to continuously optimize performance. Recommendations were typically structured around travel programs or geographic regions, creating the opportunity to move toward more granular, destination-level intelligence.
Air Transat wanted to structure a sustainable analytical foundation to better leverage its customer data.
The objective was not just to improve targeting, but to prioritize marketing activations based on real revenue potential, while maintaining a solution that that remains simple for marketing teams to operate.
Personalization needed to become predictive, prioritized, and measurable, while remaining easy to operationalize for marketing teams.
Prioritizing
high-potential revenue
Focus activations on destinations with the highest purchase probability for each customer.
Transforming customer segmentation
Replace opportunistic campaigns with a structured and measurable segmentation approach over time.
Deploying a recommendation engine
Move from opportunistic campaigns to a structured, scalable approach that can be activated continuously.
A recommendation engine has been developed to analyze booking history, CRM data, seasonality and
commercial priorities.
For each customer, it identifies the most relevant destination at the right time.
Segments and recommendations are associated with scores that evaluate their potential and quality, providing a clear analytical foundation for marketing execution.
Thanks to this solution, marketing teams can prioritize high-potential customers, align campaigns with business priorities and analyze the performance of activations over time.
Large-scale advanced customization
We had a wealth of data at our disposal, but activation was limited.
This AI solution enabled us to structure our personalization, improve the relevance of our campaigns and obtain clear visibility on the impact generated.
It represents a shift in how we engage our customers in the most relevant way possible.
Xavier Szwengler
Vice-President, Marketing and International Markets
Air Transat
Today, Air Transat’s entire customer base is structured into optimized segments, maximizing the relevance of offers and their contribution to revenues.
Activations are used to measure the performance of CRM campaigns through marketing indicators (tracking campaign opening and activation rates) and financial indicators (conversion rates).
Over and above the immediate benefits, the project has enabled us to industrialize segmentation and recommendation, establish model governance and strengthen our in-house artificial intelligence capabilities.
This project enabled Air Transat to move from fragmented personalization to AI-driven, structured and governed marketing activation.
Beyond current campaigns, the organization now has a segmentation and recommendation engine capable of evolving with its business priorities and supporting large-scale personalization, aligned with its marketing objectives.
We combine business acumen, data, and artificial intelligence to make your business more productive. Period.
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