Optimising Call Tracking & Management for a Leading Global Travel Brand

_{The Challenge:}
Proving Marketing ROI & Managing a Complex Multi-Location Network

A major multinational travel agency operating across the USA, Canada, UK, Australia, New Zealand, and beyond needed a solution to track, manage, and optimise inbound calls at scale.

With hundreds of locations and multiple franchisees contributing to a national marketing fund, the company faced challenges in proving ROI for digital and offline marketing efforts. Franchisees wanted clear attribution of leads from campaigns, while corporate teams required visibility across regions, stores, and digital marketing channels.

Additionally, the agency had international call routing complexities, requiring calls to be dynamically directed based on the caller’s location and specific travel needs. Without a unified Call Tracking and reporting solution, the company lacked transparency into which marketing activities were driving bookings and revenue.

_{The Solution:}
Advanced Call Tracking & Management for Scalable Performance

By partnering with Delacon, the agency implemented advanced Call Tracking and management solutions, integrated seamlessly with their Google Ads, GA4, SA360, and Campaign Manager stack.

• Comprehensive Call Tracking: Delacon’s dynamic tracking solution attributed phone calls to specific digital campaigns, pinpointing which ads, keywords, and channels were generating the most valuable leads.
• Multi-Level Reporting: The solution provided global, national, regional, and individual store-level reporting, ensuring marketing performance could be analysed at every level.
• Optimised Call Management: Calls were automatically routed based on geolocation and inquiry type—from local franchise branches to specialised contact center teams handling cruise, group, and international travel inquiries.
• Franchise Accountability & Performance Insights: With Call Tracking and call recording, franchisees could monitor lead volumes, listen to calls, and assess sales conversations. Area managers used these insights to identify training opportunities and improve service quality.
• Call Tracking for Referral & Affiliate Traffic: The company also tracked leads from referral partners such as Expedia and travel magazines, enabling them to measure and optimise third-party marketing efforts.

“With hundreds of locations across multiple countries, it was critical for the company to understand which marketing efforts were driving inbound calls and sales. Delacon’s Call Tracking enabled them to measure lead sources at every level—global, regional, and store-specific—helping them optimise media spend and increase conversions.”

– Sandra Pigram, Head of Channel Partnerships, Delacon

_{The Results:}
Optimised Ad Spend & Improved Franchise Visibility

By integrating Delacon’s Call Tracking data with their marketing and CRM platforms, the agency achieved significant improvements in lead attribution, media optimisation, and franchise performance:

• Optimised Marketing Spend: The company could now redistribute budget based on high-performing campaigns—for example, increasing spend on Facebook for high-value cruise leads while shifting funds from lower-converting channels.
• Improved Lead Conversion: Call Tracking insights allowed franchisees and call centres to prioritise high-intent leads, improving conversion rates.
• Increased Franchise Visibility: Franchise owners and managers could view and analyse their inbound call performance, ensuring they were benefiting from national marketing investments.
• Proactive Issue Resolution: The company detected phone system failures earlier by using Delacon’s reporting, avoiding lost leads due to technical issues.

_{Looking Ahead:}
Scaling Call Tracking & Speech Analytics for Deeper Insights

With Delacon’s solutions now firmly embedded across their Call Tracking and management framework, the travel agency is expanding its use of Speech Analytics to further refine service quality and enhance booking conversions.

The next phase will focus on closed-loop attribution, linking Call Tracking data directly with sales outcomes to provide even more granular insights into campaign ROI and customer lifetime value.

As the agency continues to scale globally, Delacon’s solutions will remain a critical component of their marketing intelligence and customer engagement strategy.