Customer Story.
For nearly 45 years, Flight Centre has been a trusted name in global travel, helping millions of customers book unforgettable holidays across hundreds of destinations.
But with such a broad and diverse customer base, a blanket customer communication strategy was no longer sufficient.
To remain competitive and meet the demands of the modern customer, Flight Centre set out to deliver precision and personalisation at scale. The goal was to send the right holiday offers to the right customer at the right time, tailored to individual preferences, behaviours and lifestyles.
“We can’t apply our one-size-fits-all approach,” said Megan Henderson, Head of Marketing. “It’s our job to know our customers and create a communications strategy that is as targeted as it can be, ensuring we’re finding the right holiday for our different customers’ needs.”
The Challenge.
Like many established travel retailers, Flight Centre was in the midst of a digital transformation journey. While the brand had decades of history and trust, it also carried the weight of legacy platforms and fragmented systems. These tools limited visibility of the customer and made personalisation difficult to scale.
Flight Centre needed to:
- Unify customer data across different systems
- Retire legacy platforms that were slowing down innovation
- Activate clean, centralised data to create personalised journeys
- Build a future-proof digital ecosystem roadmap with the right technology stack.
The Solution.
Flight Centre partnered with Salesforce and Silverbullet, bringing together exceptional technological capabilities and specialist data activation expertise. Silverbullet worked closely with Flight Centre to design and implement a strategy that would not just modernise systems but empower teams to act on customer data in real time.
Key elements of the solution included:
- Data unification and activation: consolidating customer information into a single, clean and reliable source of truth and enabling Flight Centre’s teams to turn insights into personalised communications.
- Personalisation at scale: creating the foundations for 1:1 engagement, where each customer receives messages relevant to their travel preferences.
- Change management: guiding Flight Centre’s teams through the transition from legacy systems to modern platforms, ensuring adoption and long-term success.
By combining Salesforce technology with Silverbullet’s consultancy and execution expertise, Flight Centre gained the confidence and capability to deliver precision-driven customer experiences.
The Results.
Since engaging Silverbullet, Flight Centre has seen remarkable growth and performance results. In partnership with Salesforce, they achieved:
- Doubling first-party data conversions
- Cutting bounce rates by 10%
- Achieving record-high transactions across multiple channels.
This partnership has positioned Flight Centre to deliver smarter, more personalised journeys while future-proofing its digital ecosystem.
Watch the video below to learn more about Silverbullet’s partnership with Flight Centre.