Aurinkomatkat’s digitalization efforts have resulted in 80% of their total sales being made online. An incredible 250% increase in conversion rate has been achieved in large part thanks to personalization. For example, by geo-locating website visitors who live near the city of Oulu, flights leaving from Oulu airport saw a 498% increase in conversion. Aurinkomatkat is Finland’s second-largest and most well-known tour operator. Timo Kousa, Aurinkomatkat’s CEO, attended FrosmoX16 as a guest speaker. You find the video of Timo's presentation on www.frosmo.com/frosmox16

1. Welcome to Finnair A350 era.
THE IMPORTANCE OF ONLINE PERSONALIZATION
FOR A TRAVEL AGENCY
CEO Timo Kousa / Aurinkomatkat

2. AURINKOMATKAT – SUNTOURS
• The most trusted tour operator in
Finland, in business since 1963
• Turnover ca 200 million €
• Over 90% of turnover is based
on package holiday sales
• 205 000 customers in 2016 –
Further growth in place for 2017
• 25,4% market share
• 190 employees, 85 of whom
work in holiday destinations
• 130 holiday destinations,
including roundtrips
• Fully owned by Finnair
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3. 3

4. VISION AND STRATEGIC FOCUS
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New product
portfolio
(Holiday collections,
Aurinkoklubi, activites,
dynamic packaging)
Brand
communication
(Brand & tactical
campaigns)
Destinations &
Customer
experience
(visibility &
experience)
Digitalization
(Aurinkomatkat.fi,
Aurinkoapp,
Aurinkochat,
social media)
Co-operation
with partners
(Finnair Plus,
destinations)
Need to keep loyal customers as well as recruit new potential audience/clients
Life enjoying money
spenders
Escapers from
everyday rat race
Healthcaring
heatseekers
HOW?KEY
SEGMENTS
We raise package holidays to the next level by engaging our
customers and partners to make every Aurinkomatka
an exquisite experience with us.

5. BRAND NEW MOBILE APPLICATION
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PURPOSE TO CREATE
VALUE FOR THE USER BEFORE
AND DURING THE HOLIDAYASA
”TRAVEL PARTNER”
VALUE FORAURINKOMATKAT TO
INCREASEANCILLARY SALESAND
COLLECT DATATO CREATE EVEN
BETTER CUSTOMER EXPERIENCE

6. MOBILE APP- FEATURES
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Holiday calender Excursion sales Digital tickets Destination info
& Maps
Chat
& push messages

7. HOLIDAY COLLECTIONS
77
Charge solar power Go local holidays Enjoy family fun
Holidaying with
adults
Feel good Experience
more in 1
NEW Holiday
Collection H2/2016
Experience citylife

8. BRAND AWARENESS:
WHAT TRAVEL AGENCIES PEOPLE REMEMBER SPONTANIOUSLY
73% 58% 52%
20% 19% 15% 11% 6% 6%

9. HOW CONSUMERS IN FINLAND SEE
PERSONALIZATION?
• According to major annual Finnish customer relationship marketing research*
specifically conserning travel industry:
66%of consumers say they would appreciate individually tailored offers
from travel companies.
61%of consumer say they would appreciate recommendations in digital
services, that are based on their own relationship with the company.
60%of consumer say it´s more important that the company will remember
their previous behaviour and offer products and services based on that – than the
opposite (company wouldn´t remember anything and adjust offering based on that).
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* ASML 2015 annual Asiakkusindeksi research, n=3000 respondents

10. WHAT ROLE OUR OWN DIGITAL SALES
CHANNELS PLAY?
• More than 80 % of Aurinkomatkat total sales already
comes through our own digital sales channels – and
online share is growing rapidly at the moment.
• So importance of our digital channel performance is
quite obvious – even small efficiency improvements
matter.
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+80%

11. WHERE WE HAVE USED FROSMO?
1. COMPLEMENTARY SUBSTITUTE FOR CMS
– We started with Frosmo years ago and in the beginning we used it
mainly as an alternative for our old CMS – we did pretty basic things
and content with Frosmo, everything that wasn´t possible with our CMS.
2. ONLINE PERSONALIZATION AND OPTIMIZATION
– Later on we started using Frosmo more on pure commercial purposes.
This has included lots of A/B testing, sales steering mechanics and
logics where we aim to provide more personalized customer experience
for our site visitors.
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12. HOW WE SEGMENT PEOPLE IN FROSMO?
• We currently have almost 500 different segments in Frosmo that we
use as a basis for personalization.
• Segments are based e.g. on clicks, searches, device types,
geolocation and booking data.
• As an simple example, one segment could be e.g. families, who have
done booking and their holiday will start in less than 30 days.
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Segment listing view in Frosmo

13. SOME EXAMPLES
OF FROSMO USE CASES
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14. HOMEPAGE HERO BANNER CAROUSEL
CONTENT BASED ON RECENTLYVIEWED DESTINATIONS
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15. MOST VIEWED HOTELS
INCLUDING POSSIBILITYTO EMPHASIZE PRIO-HOTELS
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+248%
INCREASE IN
CONVER-
SION RATE

16. CAMPAIGN WIDGETS FOR STEERING SALES
USED FOR DRIVING TRAFFICAND DEMAND WHERE NEEDED
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70% MORE
TRAFFIC TO
CAMPAIGN
PAGE VS.
FRONTPAGE
BANNER

17. MY FAVORITE HOTELS / DESTINATIONS
HELPING CUSTOMERS IN HOLIDAYPLANNING
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18. GEOGRAPHICALLY TARGETED CONTENT
FOR THOSE LIVING IN NORTHERN PART OF FINLAND
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+498% LIFT
IN CONVER-
SION RATE

19. INSTANT SITE SEARCH
TYPE FIRST LETTERSAND SEARCH WILLSTART SUGGESTING KEYWORDS
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+60% LIFT IN
SEARCH
REVENUE
VALUE

20. OVERALL IMPACT
• In the beginning we strictly used 90/10 control groups to validate
Frosmo´s impact.
• Later on we started to leave control groups out - value was already
proven and we wanted to expose more visitors to personalization.
Today almost:
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100 %of the visitors will be exposed to content coming through Frosmo.
50 % of bookings has included clicks on personalized Frosmo-elements.

21. FUTURE POSSIBILITIES WITH FROSMO
1. EXTENDED DATA BEHIND PERSONALIZATION
– Currently we mainly trigger activities with Frosmo based on site
behaviour – which is in most cases totally fine. However, we do have
really high quality customer data in our CRM. Utilizing that might
provide us more possibilities in personalization quality.
2. POSSIBLE SHORTCUTS IN UX/UI DEVELOPMENT
– Pretty recently we have started to investigate and plan possible
shortcuts and increments to digital development with the help of
Frosmo´s Javascript approach. When used for the right things, we
see potential in that.
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22.
KEEP IN MIND: TOOL IS ALWAYS JUST A TOOL – 90 % OF THE SUCCESS
IS ABOUT HOW YOU UTILIZE IT.
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23. THANK YOU!
CEO Timo Kousa / Aurinkomatkat