Roadmap

180-day plan to operationalise EF Adventures growth

Sequenced for non-destructive execution: stabilise measurement, capture late-booking demand, then scale loyalty and automation.

Jump to activation tasks Reference strategy master
Phase 1 · Days 0–30

Stabilise measurement & launch the late-booking engine

Objective: safeguard analytics, align leaders, and capture quick-win bookings.

Critical actions

  • Establish GTM change control (approvals, rollback plan, automated smoke tests).
  • Publish late-booking playbook: flash offer templates, CRM triggers, inventory signals.
  • Document consent coverage for Meta, Bing, AdTheorent, Invoca, and Optimizely.
  • Launch daily revenue-ops huddle to monitor fill rates and adjust spend.

Success checkpoints

  • GTM checklist in place with signed approvals.
  • Flash offers tested & live for departures < 45 days.
  • Consent banner audit signed off by legal/compliance.
  • Dashboard adopted by marketing, ops, finance (daily active users).
Phase 2 · Days 31–90

Scale the content engine & experimentation flywheel

Objective: capture UGC momentum, test rapidly via the sub-brand lab, and expand channel attribution.

Critical actions

  • Stand up the “test kitchen” sub-brand on IG/TT with weekly experiment cadence.
  • Build automated UGC ingestion + moderation pipeline (hashtags, Strava, post-trip surveys).
  • Roll out direct-mail plus digital match-back for top US states (WA, CO, UT, MA, NY).
  • Archive legacy Optimizely tests; relaunch with performance budgets.

Success checkpoints

  • UGC library grows ≥ 300 curated assets per quarter tagged by persona & activity.
  • Experiment tracker logging hypothesis, audience, result, and next steps.
  • Direct mail match-back ≥ 18% response in pilot markets.
  • Paid + organic content reuse within 72 hours of high-performing UGC.
Phase 3 · Days 91–180

Activate loyalty loops & intelligent automation

Objective: drive repeat bookings, referral velocity, and smart scaling without sacrificing experience.

Critical actions

  • Launch loyalty tiers + alumni-only departures (reward Strava participation, referrals, repeat bookings).
  • Integrate AI-assisted itinerary recommendations with human QA checkpoints.
  • Deploy referral share codes & dashboards to track revenue contribution.
  • Expand automation to paid media optimisation and reporting once guardrails proven.

Success checkpoints

  • Referral revenue contribution ≥ 15% of bookings by day 180.
  • Repeat bookings trending toward 25% within 18 months.
  • Automation change log maintained with zero compliance incidents.
  • Quarterly channel health review in place, pruning underperformers.

Translate roadmap steps into concrete tasks

The Activation plan provides owner assignments, timelines, and risk controls for each milestone. Pair it with the KPI dashboard to keep execution on track.

Open activation plan Revisit opportunities