Travel Growth Playbook

Growth marketing trong travel có những đặc thù mà framework từ e-commerce hay SaaS không cover được.

User book 2-4 lần mỗi năm. Không có habit tự nhiên. CAC cao. Retention phải được thiết kế riêng. Và cùng một chuyến đi nhưng mỗi người đi vì lý do hoàn toàn khác nhau — điều đó ảnh hưởng đến mọi thứ từ message đến promotion mechanic.

Repo này là tập hợp framework thực chiến cho growth marketing trong travel vertical, covering airline, bus, train, và hotel.

📖 Benchmarks & Industry Data · 📋 Changelog · 🔗 AI Tools

AI Tools — Dùng thử ngay

Framework trong repo này đã được đưa vào hai công cụ AI miễn phí. Không cần đọc hết tài liệu — dùng thẳng.

Tool	Làm gì
Campaign Brief Generator	Chọn segment + vertical + mùa + goal → Full brief trong 2 phút
Retention Cohort Diagnose	Mô tả cohort → Risk level + root cause + 90-day playbook

Cần Anthropic API key. Không lưu data. Chạy hoàn toàn trong browser. Không có API key thì dùng prompt chain backup có sẵn trong mỗi tool.

Benchmarks & Industry Data

Xem số liệu tham khảo tại BENCHMARKS.md — retention rate, CAC ước tính, promotion performance, seasonal demand index, conversion funnel benchmarks.

Trích nhanh:

Metric	Travel VN (ước tính)	Global Travel
Repeat booking rate (6mo)	15-25%	20-30%
Single-booking user ratio	55-70%	50-60%
Drop-off booking 1 → 2	60-75%	50-65%
Avg bookings/user/year	2-3	2.5-4

Dùng các số này làm baseline để calibrate, không phải truth tuyệt đối. Số thực tế phụ thuộc vào platform, segment, và thị trường cụ thể.

Mục lục & Nội dung

Mỗi folder là một module độc lập. Click để xem preview nội dung bên trong.

📁 01 — User Segmentation — Segment travel user theo motivation, không phải demographics

File chính: 01-user-segmentation/travel-segment-framework.md

4 segment thực sự có ý nghĩa trong travel:

Segment	Motivation	Frustration	Retention lever
🤝 Connection Seeker	Đi để kết nối (với người)	UX phức tạp, service sau booking tệ	Social trigger, companion offer
🌿 Relaxation Seeker	Đi để reset, plan kỹ	Thiếu thông tin, ảnh không đúng reality	Upgrade mechanic, loyalty tier
👨‍👩‍👧‍👦 Family Traveler	Đi để cả nhà có kỷ niệm	Không có option cho trẻ em, multi-app hassles	Bundle, referral, seasonal timing
🗺️ Explorer	Đi để trải nghiệm mới	Budget limit, không có discovery feature	Gamification, exclusive inventory

AI Prompt có sẵn: Classify user vào segment → đề xuất retention mechanic.

Dùng Claude Code: /segment

📁 02 — Journey Map — Multi-modal journey map — airline, bus, train, hotel

File chính: 02-journey-map/multi-modal-journey-map.md

6 stage trong hành trình travel:

Stage	Key behavior	Growth opportunity
✨ Inspire	Scroll social, nghe bạn bè kể	Content matching emotional state per segment
🔍 Search & Planning	So sánh route, giá, ngày	SEO theo route, show real final price
🤔 Consideration	Thu hẹp 2-3 lựa chọn	Trust signals, payment flex, cancel policy
✅ Booking	Nhập thông tin, apply voucher	Friction tại payment là drop-off lớn nhất
📬 Post-booking	Chờ ngày đi, tìm thêm dịch vụ	Cross-sell trong 30ph-24h sau booking
🌟 Post-trip	Share, rate, plan tiếp	48-72h post-trip là retention window

Cross-vertical opportunity lớn nhất: Flight + Hotel bundle convert mạnh nhất. Cross-sell work tốt nhất trong 30 phút đến 24 giờ sau khi confirm vé máy bay.

Dùng Claude Code: /journey

📁 03 — Promotion — ATL, BTL, partnership, gamification, loyalty

File chính: 03-promotion/travel-promotion-framework.md

5 loại promotion và khi nào dùng:

Loại	Work khi	Không work khi
ATL (voucher, flash deal)	Cần acquire new user peak season	Gửi cho user sắp book anyway
BTL (behavioral trigger)	User vừa search/abandon — intent cao	Trigger generic/quá muộn
Partnership	Offer thực sự exclusive	Deal không beat direct channel
Gamification	Activate user lâu không book	Dùng như primary acquisition
Loyalty Program	Relaxation Seeker + Family Traveler	Reward quá xa (cần 10+ bookings)

Budget allocation theo user type:

• New user (chưa book): 70-75% budget → ATL
• Current user (book trong 6 tháng): 20% → BTL + loyalty
• Lapsed user (6-12+ tháng): 5-10% → reactivation offer mạnh

Dùng Claude Code: /promotion

📁 04 — Seasonal Calendar — Lịch campaign travel Vietnam theo mùa

File chính: 04-seasonal/vietnam-campaign-calendar.md

4 phase trong năm:

Phase	Tháng	Demand	Focus
🧧 Tết	Dec-Jan	Peak — transport dominant	Acquisition, fixed-price deals
📉 Post-Tết	Feb	Thấp nhất — all verticals	Build (SEO, CRM, loyalty)
🌸 Recovery	Mar-Apr	Growing — 30/4 spike	Bundle testing, Explorer + Z
☀️ Summer	May-Aug	Peak — all verticals	Family, cross-sell, branding
🍂 Post-Summer	Sep	Dropping	Retention của summer bookers
🍃 Low	Oct	Thấp nhất	SEO, data clean, loyalty build
🎄 Year-end	Nov-Dec	Rising toward Tết	Early-bird Tết, loyalty redeem

Budget allocation: 35-40% ngân sách cả năm nên rơi vào Q3 (Summer). Tháng 10 đừng đổ budget vào conversion — dùng để build SEO và phát triển loyalty program.

Dùng Claude Code: /seasonal

📁 05 — Retention — Giữ user từ booking 1 sang booking 2

File chính: 05-retention/booking1-to-booking2-playbook.md

90-day playbook:

Phase	Days	Action	Goal
🌟 Capture	1-3	Review request, loyalty credit	Lock positive memory
🗺️ Inspire	14-30	Destination suggestion, seasonal content	Plant seed for next trip
🎯 Convert	30-60	Personalized offer, 30-45 day validity	Convert booking 2
💫 Reactivate	60-90	Stronger offer, acknowledge gap	Win back before churn

Key insight: Nếu không có mechanic cụ thể trong 60-90 ngày sau booking đầu, phần lớn user sẽ không tự quay lại. Không phải vì họ không hài lòng — mà vì họ không có lý do cụ thể để chọn platform của bạn thay vì chỗ khác.

Segment-specific approaches:

• Connection Seeker → social trigger + companion offer
• Relaxation Seeker → quality assurance + upgrade mechanic
• Family Traveler → seasonal timing (school holidays)
• Explorer → gamification + exclusive inventory

Dùng Claude Code: /retention

📁 06 — Partner Co-marketing — Làm việc với airline, bus operator, hotel đúng cách

File chính: 06-partner-comarketing/partner-comarketing-framework.md

Framework 4 câu hỏi trước mọi partnership:

1. Offer có thực sự exclusive không? — Nếu user tìm được deal tương đương direct, partnership không có value thêm
2. Có track được incrementality không? — Setup tracking trước launch, không phải sau
3. Audience overlap có không? — Partner nhắm business traveler không giúp platform đang target young leisure
4. Version nhỏ nhất là gì? — 2 tuần exclusive deal trên 1 route cho biết nhiều hơn 6 tháng broad framework agreement

Best mechanics theo partner type:

Partner	Best mechanic	Why it works
Airline (budget)	Exclusive fare, specific route	Volume-driven, flexible
Airline (full-service)	Co-branded campaign, ancillaries	Brand prestige, protect premium
Bus Operator	Inventory exclusivity + early-access deal	Low digital capability, need fill rate
Hotel Chain	Bundle with transport	Unsold inventory, last-minute flexibility
Experience Provider	Post-booking recommendation	Discovery + distribution

Dùng Claude Code: /partner

📁 07 — AI Prompts — Prompt AI viết riêng cho travel growth

File chính: 07-ai-prompts/travel-growth-prompts.md

Prompt categories:

Category	Available prompts
segmentation	classify-user, campaign-message-by-segment
campaign	build-brief, choose-mechanic, channel-plan
retention	retention-diagnosis, booking1-to-booking2, reactivation-plan
partner	evaluate-partnership, partner-campaign-brief
seasonal	monthly-strategy, peak-planning

Mỗi prompt có cấu trúc fill-in (thay bracket bằng context cụ thể). Work trên Claude, ChatGPT, Gemini.

Dùng Claude Code: /prompts

Claude Code Skills

Repo này có thể dùng trực tiếp trong Claude Code:

# Clone và mở trong Claude Code
git clone https://github.com/thaolst/travel-growth-playbook.git
cd travel-growth-playbook
claude

Sau đó dùng lệnh:

Command	Skill
/segment	User segmentation
/journey	Journey map
/promotion	Promotion design
/seasonal	Seasonal calendar
/retention	Retention playbook
/partner	Partner co-marketing
/prompts	AI prompts library

Hoặc copy prompt chain từ mỗi SKILL.md dùng trong Claude web / ChatGPT.

Release & Versioning

Current: v1.0.0 (see CHANGELOG.md)

Framework được cập nhật theo biến động thị trường travel. Release notes bao gồm:

• Framework updates (new mechanic, segment adjustment)
• Industry data updates (benchmark refresh)
• New AI prompts và tool integration
• Bug fixes và content clarifications

Theo dõi releases để biết cập nhật mới nhất.

Tác giả

Growth Marketing Manager tại MoMo (Vietnam fintech). Trước đó build và scale travel platform tại Việt Nam, covering airline, bus, train, hotel, và experience verticals.

🔗 LinkedIn · X · GitHub

Đóng góp

Làm trong travel marketing và có insight muốn thêm vào? Mở PR hoặc raise issue.

Travel Growth Playbook

Travel growth has specific dynamics that e-commerce or SaaS frameworks don't cover.

Users book 2-4 times a year. No natural habit loop. High CAC. Retention mechanics need to be purpose-built. And the same trip means completely different things to different people — which affects everything from messaging to promotion design.

This repo is a collection of practical growth marketing frameworks for travel, covering airline, bus, train, and hotel verticals.

📖 Benchmarks & Industry Data · 📋 Changelog · 🔗 AI Tools

AI Tools — Try Them Now

The frameworks in this repo power two free AI tools. Use them immediately — no need to read through all the documentation.

Tool	What it does
🧭 Campaign Brief Generator	Select segment + vertical + season + goal → Full brief in 2 minutes
🔬 Retention Cohort Diagnose	Describe a cohort → Risk level + root cause + 90-day playbook

Requires an Anthropic API key. No data stored. Runs entirely in your browser. No API key? Use the prompt chain backup included in each tool.

Benchmarks & Industry Data

See BENCHMARKS.md for retention rates, CAC estimates, promotion performance, seasonal demand index, and conversion funnel data.

Quick reference:

Metric	Vietnam Travel (est.)	Global Travel
Repeat booking rate (6mo)	15-25%	20-30%
Single-booking user ratio	55-70%	50-60%
Drop-off booking 1 → 2	60-75%	50-65%
Avg bookings/user/year	2-3	2.5-4

Use these as baselines for calibration, not absolute truth. Actual numbers depend on platform, segment, and market.

Table of Contents & Module Previews

Each folder is a self-contained module. The table below links to the full content. Expand for previews of what's inside.

📁 01 — User Segmentation — Segment travel users by motivation, not demographics

File: 01-user-segmentation/travel-segment-framework.md

4 segments that actually matter in travel:

Segment	Motivation	Frustration	Retention lever
🤝 Connection Seeker	Travel to bond with people	Complex UX, poor post-booking service	Social trigger, companion offer
🌿 Relaxation Seeker	Travel to reset, plans carefully	Missing info, photos don't match reality	Upgrade mechanic, loyalty tier
👨‍👩‍👧‍👦 Family Traveler	Travel for family memories	No child options, multi-app hassles	Bundle, referral, seasonal timing
🗺️ Explorer	Travel for new experiences	Budget limit, no discovery feature	Gamification, exclusive inventory

Built-in AI prompt: Classify user → recommend retention mechanic.

Use with Claude Code: /segment

📁 02 — Journey Map — Multi-modal journey map — airline, bus, train, hotel

File: 02-journey-map/multi-modal-journey-map.md

6-stage journey:

Stage	Key behavior	Growth opportunity
✨ Inspire	Scroll social, hear from friends	Content matching emotional state per segment
🔍 Search & Planning	Compare routes, prices, dates	SEO by route, show real final price
🤔 Consideration	Narrow to 2-3 options	Trust signals, payment flex, cancel policy
✅ Booking	Enter details, apply voucher	Payment friction is #1 drop-off
📬 Post-booking	Wait for trip, seek add-ons	Cross-sell in 30min-24h after booking
🌟 Post-trip	Share, rate, plan next	48-72h post-trip is retention window

Cross-vertical opportunity: Flight + Hotel bundle converts strongest. Cross-sell works best within 30 minutes to 24 hours after flight confirmation.

Use with Claude Code: /journey

📁 03 — Promotion — ATL, BTL, partnership, gamification, loyalty

File: 03-promotion/travel-promotion-framework.md

5 promotion types:

Type	Works when	Fails when
ATL (voucher, flash deal)	New user acquisition in peak season	Sent to loyal users who'd book anyway
BTL (behavioral trigger)	User just searched/abandoned — high intent	Trigger is generic / too late
Partnership	Offer is truly exclusive	Deal doesn't beat partner's direct channel
Gamification	Reactivate dormant users	Used as primary acquisition mechanic
Loyalty Program	Relaxation Seeker + Family Traveler	Reward too far (10+ bookings)

Budget allocation by user type:

• New user (never booked): 70-75% budget → ATL
• Current user (booked within 6mo): 20% → BTL + loyalty
• Lapsed user (6-12+ months): 5-10% → strong reactivation offer

Use with Claude Code: /promotion

📁 04 — Seasonal Calendar — Vietnam travel campaign calendar across 4 phases

File: 04-seasonal/vietnam-campaign-calendar.md

4 phases:

Phase	Months	Demand	Campaign focus
🧧 Tết	Dec-Jan	Peak — transport dominated	Acquisition, fixed-price deals
📉 Post-Tết	Feb	Lowest — all verticals	Build (SEO, CRM, loyalty design)
🌸 Recovery	Mar-Apr	Growing — 30/4 spike	Bundle testing, Explorer + Gen Z
☀️ Summer	May-Aug	Peak — all verticals	Family, cross-sell, branding
🍂 Post-Summer	Sep	Dropping	Retention of summer bookers
🍃 Low	Oct	Lowest	SEO, data clean, loyalty build
🎄 Year-end	Nov-Dec	Rising toward Tết	Early-bird Tết, loyalty redeem

Budget: 35-40% of annual campaign budget in Q3 (Summer). October: don't spend on conversion — build SEO and loyalty program.

Use with Claude Code: /seasonal

📁 05 — Retention — Keeping users from booking 1 to booking 2

File: 05-retention/booking1-to-booking2-playbook.md

90-day playbook:

Phase	Days	Action	Goal
🌟 Capture	1-3	Review request, loyalty credit	Lock in positive memory
🗺️ Inspire	14-30	Destination suggestion, seasonal content	Plant seed for next trip
🎯 Convert	30-60	Personalized offer, 30-45 day validity	Convert booking 2
💫 Reactivate	60-90	Stronger offer, acknowledge gap	Win back before churn

Key insight: Without deliberate mechanic within 60-90 days of first booking, most users won't return. Not because they're dissatisfied — but because they have no specific reason to choose your platform again.

Segment-specific:

• Connection Seeker → social trigger + companion offer
• Relaxation Seeker → quality assurance + upgrade mechanic
• Family Traveler → seasonal timing (school holidays)
• Explorer → gamification + exclusive inventory

Use with Claude Code: /retention

📁 06 — Partner Co-marketing — Working with airlines, bus operators, hotels the right way

File: 06-partner-comarketing/partner-comarketing-framework.md

4-question framework before any partnership:

1. Is the offer truly exclusive? — If users can find equivalent deals direct, there's no added value
2. Can we track incrementality? — Set up tracking before launch, not after
3. Audience overlap? — A business traveler partner doesn't help a young leisure platform
4. Smallest viable version? — 2 weeks on 1 route tells you more than a 6-month framework

Best mechanics by partner type:

Partner	Best mechanic	Why it works
Budget airline	Exclusive fare, specific route	Volume-driven, flexible
Full-service airline	Co-branded campaign, ancillaries	Brand prestige, protect premium
Bus operator	Inventory exclusivity + early-access	Low digital capability, need fill rate
Hotel chain	Bundle with transport	Unsold inventory, last-minute flexibility
Experience provider	Post-booking recommendation	Discovery + distribution

Use with Claude Code: /partner

📁 07 — AI Prompts — AI prompts built specifically for travel growth

File: 07-ai-prompts/travel-growth-prompts.md

Prompt categories:

Category	Available prompts
segmentation	classify-user, campaign-message-by-segment
campaign	build-brief, choose-mechanic, channel-plan
retention	retention-diagnosis, booking1-to-booking2, reactivation-plan
partner	evaluate-partnership, partner-campaign-brief
seasonal	monthly-strategy, peak-planning

Each prompt has fill-in structure (replace brackets with your context). Works on Claude, ChatGPT, Gemini.

Use with Claude Code: /prompts

Claude Code Skills

This repo works directly in Claude Code:

git clone https://github.com/thaolst/travel-growth-playbook.git
cd travel-growth-playbook
claude

Available commands:

Command	Skill
/segment	User segmentation
/journey	Journey map
/promotion	Promotion design
/seasonal	Seasonal calendar
/retention	Retention playbook
/partner	Partner co-marketing
/prompts	AI prompts library

Or copy the prompt chain from each SKILL.md to use in Claude web / ChatGPT.

Release & Versioning

Current: v1.0.0 (see CHANGELOG.md)

Framework is updated as the travel market evolves. Release notes cover:

• Framework updates (new mechanics, segment adjustments)
• Industry data updates (benchmark refreshes)
• New AI prompts and tool integrations
• Bug fixes and content clarifications

Follow releases for the latest updates.

Author

Growth Marketing Manager at MoMo (Vietnam fintech). Previously built and scaled a multi-modal travel platform in Vietnam, covering airline, bus, train, hotel, and experience verticals.

Other repos: growth-mcp (MCP server for growth marketing, on PyPI) · ai-growth-prompts · ai-growth-agents-for-marketers

🔗 LinkedIn · X · GitHub

Contributing

Work in travel marketing and have insights to add? Open a PR or raise an issue.