Our Blog

“Knowledge is knowing a tomato is a fruit. Wisdom is not putting it in a fruit salad.”


  • Categories

Search Blog

AI tech delivers millions in revenue for Virgin Holidays [PRESS RELEASE]

Virgin Holidays is profiting from early adoption of AI marketing language solution

LONDON–(22 January, 2018)–Virgin Holidays has released the result of AI marketing efforts and revealed a significant uplift in open rates from using AI-generated email subject lines. The results equated to several million pounds in revenue for the holiday giant.

Over the past 3 years, Virgin Holidays has seen a sizeable increase in revenue equating to several million pounds from its email marketing channel. The boost is owed to the early adoption of an AI technology-driven marketing language solution that optimises email marketing subject line language and multivariate testing.

Customer Lifecycle Lead at Virgin Holidays, Saul Lopes, says “The results have been very, very good. Virgin Holidays email open rates have increased by 2% points, and that 2% of incremental opens translates to multi-million pounds in revenue.” With plans to overhaul its online user-experience, and grow digital sales to 50% of revenue by 2020, the Virgin Holidays marketing team looked to industry experts to help build and execute on an innovative approach.

Virgin Holidays has seen consistent email marketing performance and ROI uplift, and currently attributes its increase in email revenues in the millions of pounds to Phrasee’s AI technology.

Lopes recommends thorough research before heading in the direction of AI marketing solutions, saying, “There are a number of services out there who claim to be AI, when in fact the use of AI is limited to a very small area of the service delivery”. Adding, “There are those too that rely only on a generic database of global words and phrases to produce marketing language. Maintaining the unique Virgin Holidays brand voice is a key aspect of its marketing strategy, and anything less than a 100% client-focused approach to producing marketing language would have resulted in a very different outcome.”

Phrasee CEO, Parry Malm, is pleased with the results saying, “We’re looking at cross-channel applications this year, and have some sizeable plans that include global expansion and AI product diversification in 2018. To see our AI technology delivering results of this nature for our clients on what has been our first and key AI project is an exciting step for Phrasee in getting there, and a nod that we’re headed in the right direction.”




Notes to editor


Phrasee is the market leader in AI brand compliant language generation. Since founding on February 23 2015, Phrasee has become the go-to solution for ambitious, intelligent and analytical marketers. Today, our awesome team of data scientists, computational linguists and developers drive results for enterprise brands across every continent.

About Virgin Holidays:
Virgin Holidays is the UK’s favourite worldwide holiday company. Founded in 1985 on the Virgin principles of excellent customer service, value, reliability, responsibility and a sense of fun, it has used its entrepreneurial heritage and passion for innovation to benefit customers and communities around the world.

Trying to get ahead of the competition?

Check out our Learning Hub for everything you’ll need to know!