Login

Login

Partners

Pricing

Success Stories

Login

Partners

Pricing

Success Stories

Login

Travel

Travel

Marketing Messages

Marketing Messages

Europe

Europe

How TUI Achieved 7x Higher Open Rates with WhatsApp Marketing

How TUI Achieved 7x Higher Open Rates with WhatsApp Marketing

By using the 360Dialog WhatsApp Business API to deliver targeted offers directly to subscribers, TUI outperformed email across key CRM metrics, with stronger open rates in both markets and higher website traffic in the Netherlands.

By using the 360Dialog WhatsApp Business API to deliver targeted offers directly to subscribers, TUI outperformed email across key CRM metrics, with stronger open rates in both markets and higher website traffic in the Netherlands.

Bruna de Oliveira

Project Manager - 360Pilot

7x

7x

7x

Higher open rate (Netherlands)

Higher open rate (Netherlands)

Higher open rate (Netherlands)

5x

5x

5x

Higher open rate (Belgium)

Higher open rate (Belgium)

Higher open rate (Belgium)

5x

5x

5x

More website traffic (Netherlands)

More website traffic (Netherlands)

More website traffic (Netherlands)

A university student smiles while looking at his phone, with a WhatsApp conversation bubble showing: "Welcome to our University! Answer a few questions to get matched with the right program." and an "Explore Programs" button.

About the client

TUI is part of TUI Group, one of the world's largest travel organizations, operating across 31 countries with more than 220 travel brands. Together they serve approximately 21 million tourists per year across 180 destinations, operating through 1,200 travel agencies, five airlines, 400 hotels and resorts, and cruise lines.

TUI is part of TUI Group, one of the world's largest travel organizations, operating across 31 countries with more than 220 travel brands. Together they serve approximately 21 million tourists per year across 180 destinations, operating through 1,200 travel agencies, five airlines, 400 hotels and resorts, and cruise lines.

Industry:

Industry:

Travel

Travel

Region:

Region:

Europe

Europe

Use Case:

Use Case:

Marketing Messages

Marketing Messages

tui.nl

tui.nl

How TUI Achieved 7x Higher Open Rates with WhatsApp Marketing

By using the 360Dialog WhatsApp Business API to deliver targeted offers directly to subscribers, TUI outperformed email across key CRM metrics, with stronger open rates in both markets and higher website traffic in the Netherlands.

The Challenge

Reaching customers that email couldn't

TUI relied on email, app, and website as part of its CRM strategy. However, some customers were not consistently reached through those channels, as they did not always open emails or click on app push messages.


To expand its CRM reach, TUI started using WhatsApp as an additional channel to connect with subscribers and test how it performed compared to email.

TUI relied on email, app, and website as part of its CRM strategy. However, some customers were not consistently reached through those channels, as they did not always open emails or click on app push messages.


To expand its CRM reach, TUI started using WhatsApp as an additional channel to connect with subscribers and test how it performed compared to email.

The Solution

Building a WhatsApp channel alongside existing CRM

TUI built its WhatsApp subscriber base using Click-to-WhatsApp ads on Instagram and Facebook, running these campaigns alongside its existing email and app activity.


Through 360Dialog's implementation of the WhatsApp Business API, the company was able to send travel offers and sales messages directly to subscribers on WhatsApp.


Over six months, TUI compared WhatsApp marketing performance against email across open rates, website traffic, and revenue.

TUI built its WhatsApp subscriber base using Click-to-WhatsApp ads on Instagram and Facebook, running these campaigns alongside its existing email and app activity.


Through 360Dialog's implementation of the WhatsApp Business API, the company was able to send travel offers and sales messages directly to subscribers on WhatsApp.


Over six months, TUI compared WhatsApp marketing performance against email across open rates, website traffic, and revenue.

The results

Measurably higher engagement and incremental revenue

The test showed that WhatsApp marketing outperformed email across key engagement and revenue indicators:


  • 81% open rate for WhatsApp messages in the Netherlands

  • 85% open rate for WhatsApp messages in Belgium

  • 7x higher open rate than email in the Netherlands

  • 5x higher open rate than email in Belgium

  • 5x more website traffic from WhatsApp vs. email in the Netherlands


According to TUI, WhatsApp messages reached customers that other CRM channels were not consistently reaching, helping drive incremental revenue growth.

The test showed that WhatsApp marketing outperformed email across key engagement and revenue indicators:


  • 81% open rate for WhatsApp messages in the Netherlands

  • 85% open rate for WhatsApp messages in Belgium

  • 7x higher open rate than email in the Netherlands

  • 5x higher open rate than email in Belgium

  • 5x more website traffic from WhatsApp vs. email in the Netherlands


According to TUI, WhatsApp messages reached customers that other CRM channels were not consistently reaching, helping drive incremental revenue growth.

"WhatsApp messages have reached customers we can't reach with our other CRM channels, as they do not always open emails or click on app push messages. The results of this test showed that WhatsApp drives incremental revenue growth."

Annemarie van Hecke

Head of CRM and Customer Analytics, TUI Benelux

TUI's success shows how WhatsApp can become a powerful addition to existing CRM channels. With the right strategy, brands can reach audiences that email and app push may miss, while measuring engagement and revenue impact.

TUI's success shows how WhatsApp can become a powerful addition to existing CRM channels. With the right strategy, brands can reach audiences that email and app push may miss, while measuring engagement and revenue impact.

Let's Discuss Your WhatsApp Strategy

Let's Discuss Your WhatsApp Strategy

Other stories

How Tamam Reduced Cost per Qualified Lead by 90%+ with WhatsApp Performance Optimization

How Tamam Reduced Cost per Qualified Lead by 90%+ with WhatsApp Performance Optimization

How Tamam Reduced Cost per Qualified Lead by 90%+ with WhatsApp Performance Optimization

Middle East

Fintech

Lead Qualification

How AAC Nissan Drove 75% Higher Revenue by Shifting to Conversation-Led Sales

How AAC Nissan Drove 75% Higher Revenue by Shifting to Conversation-Led Sales

How AAC Nissan Drove 75% Higher Revenue by Shifting to Conversation-Led Sales

Middle East

Automotive

Lead Generation

A university student smiles while looking at his phone, with a WhatsApp conversation bubble showing: "Welcome to our University! Answer a few questions to get matched with the right program." and an "Explore Programs" button.

How a University Cut Cost per Lead by 71% and Tripled Conversions with WhatsApp

How a University Cut Cost per Lead by 71% and Tripled Conversions with WhatsApp

How a University Cut Cost per Lead by 71% and Tripled Conversions with WhatsApp

GCC

Education

Lead Generation

How Tamam Reduced Cost per Qualified Lead by 90%+ with WhatsApp Performance Optimization

Middle East

Fintech

Lead Qualification

How AAC Nissan Drove 75% Higher Revenue by Shifting to Conversation-Led Sales

Middle East

Automotive

Lead Generation