From a small airline to serving 80 destinations around the world, Finnair knows a thing or two about global expansion. Since 2015 they’ve been opening new markets and globalizing their content strategy to speak to new customers.

Grabbing the attention of business passengers, adventure seekers and global tourists, is all about removing stress, streamlining the buying process, understanding what customers need and giving it to them.

Book a seat. Choose your luggage size. Add a hire car. Pick out excursions. Make it easy for people to get what they want, or better still give it to them without them even having to choose.

With the scalability of Content Cloud, Finnair can create large amounts of content to fit growing customer demand. Currency converter and translator localization tools help them repurpose content for use across regions.

CRM data is integrated into the CMS for Content Cloud’s personalization tools to target content and promotions. Custom-built personas and segmentation tools direct offers to the right customers - perfect package holidays, alerts to new routes or reminders to book the hire car.

Whether it’s an email, ad, website, app or social channel, the customer experience is seamless and the brand is consistent. 

With more relevant content aimed at the right customers, Finnair have seen improved conversion rates. Being able to mass-produce content and repurpose it for localized audiences frees up their marketing team to focus on promotional strategies and tailored customer journeys. 

Personalized offers have increased repeat purchase and loyalty scores have shot through the roof.

For a travel business though, the best part is simply being able to match customers up with their dream destinations and perfect travel experience.

As Finnair continues to expand, they want to build on the personalization of their customer journeys. 

The next step will most likely be to integrate AI-powered content personalization tools with Content Cloud, using one of our pre-built connectors. 

Brought together with Content Cloud content management, AI tools can help deliver hyper-personalized content experiences that really start to push the personalized buying journey to new heights.