Tourlane is a fast-growing travel startup based in Germany, specializing in tailor-made trips planned by travel experts. Ranked among Europe's fastest-growing startups, Tourlane achieved significant scale with €90 million in revenue and a recent €25 million funding round. Tourlane connects travelers with curated experiences, combining expert knowledge with digital convenience to create personalized journeys worldwide.
Key challenges
- Managing and scaling promotions across cross-functional teams without operational bottlenecks.
- Growing acquisition through fraud-proof and flexible referrals.
- Gaining clear visibility into promotion performance and referral conversions.
Voucherify is a vital part of Tourlane’s marketing stack, supporting discounts, promotions, and now a referral program. It has enabled them to expand their approach while allowing different marketing teams to run and optimize campaigns independently, ensuring efficiency and scalability.
Turning travelers into advocates with referrals
Tourlane launched its referral program in late 2024, quickly surpassing its target by 333% in just two months. Referral leads have been high-quality, with an astounding 80% conversion rate. The program resulted in 15% of all CRM sourced bookings coming from referrals.
The program is designed to enroll every traveler automatically after they complete a trip. Each customer receives a unique referral code, which they can share with friends and family who haven’t yet traveled with Tourlane. The incentive is a €500 discount for the new traveler and a €200 reward for the referrer on top of their existing loyalty discount.
The referral codes are generated in Voucherify and then pushed to Braze. When a referral is successfully redeemed, Braze triggers pre-set messaging to notify customers, using the custom events method with publication and redemption as key triggers. Meanwhile, Tourlane’s CDP platform, Salesforce, keeps all customer data streamlined and connected across systems.
To prevent fraudulent referrals, validation rules ensure that users who are already part of the referral program cannot redeem another person’s referral code. Customers who have previously traveled with Tourlane or have already used a referral code are not eligible to participate again.
Tailored discounts and influencer-driven promotions
Beyond referrals, Tourlane uses Voucherify to manage and personalize promotions and coupons with validation rules. Vouchers are often tied to specific customers, ensuring they cannot be shared with non-eligible users. Time limits are also applied to control how and when discounts can be used, helping to secure redemptions and maintain fair usage.
Braze plays a key role in these campaigns, connecting with Voucherify through Connected Content to streamline coupon distribution. Tourlane’s front-end is also linked to Voucherify, allowing error messages to appear when codes don’t work as expected to enhance the user experience.
One of their recent campaigns offers a €100 discount with the code EARLYBIRD2025 for customers who book a trip before the end of February.
Tourlane also runs influencer campaigns where influencers share unique discount codes with their audiences. Additionally, newsletter subscribers receive activation discounts, a process supported by Braze. These automated campaigns run daily, making full use of Braze’s Connected Content feature to ensure seamless execution.
Solution
Easy campaign management and analytics
At Tourlane, Voucherify is managed by around 20 employees. Thanks to user roles, each team can set up and run their own marketing initiatives while keeping everything organized.
Voucherify also provides detailed insights into how vouchers perform, allowing Tourlane to track customer engagement and campaign success. Looking ahead, Tourlane plans to expand their loyalty program with Voucherify and introduce advanced features like promotion stacking.
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