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Carrefour Voyages Belgium

How we boosted the visibility and sales of an online travel website for the brand's arrival in Belgium 

For more than 30 years, Carrefour Voyages (Carrefour Group's network of travel agencies in France) has been helping its customers with their holiday plans. In 2021, the company expanded its presence to the Belgian market. . 

The challenge

Carrefour Voyages' belated introduction to the Belgian market positions it as one of the contenders in this industry. 
Relying on the reputation and physical network of the Carrefour group, Carrefour Voyages needs to perform well in digital to gain local recognition (particularly in Flanders) and become a key player in the travel sector in Belgium.

The project and its results

Carrefour Voyages was facing a deficit in recognition in Belgium and more prominently in Flanders, Vanksen implemented a media strategy with a dual objective :

  • Increase brand awareness to broaden the audience base and emerge in the Belgian market against established competitors.
  • Improve targeting and ROI of media campaigns by implementing a performance-driven media strategy tailored to the brand's specificities (products, seasonality...).
It is a pleasure to collaborate with Vanksen on our Ads campaigns. Analysis, listening, results orientation and responsiveness are the masters words for a customized solution adapted to our activity. The Communication is fluid and the services provided are of high quality!
Tris Lambrechts - Digital Marketing Expert, Carrefour Voyages Belgium

When taking over the Google Ads account in early 2023, Vanksen's media teams conducted a comprehensive analysis of the competition and existing media campaigns to get insights and establish a conversion-focused media strategy. The audit included the following analysis:

  • What are the most effective audiences and how are they being targeted today? How can we optimize messages by persona?
  • Which campaigns are over- or under-performing and how can we get the most out of them? Evaluate the account configuration (bidding strategies, user behavior on the site, conversion rates, etc.).
  • Ensure that landing pages and tracking are optimized and in line with campaign objectives.

Working closely with the client and in line with its business priorities, the team collaboratively defined and followed a roadmap for the digital media strategy in 2023/2024:

  • Develop a full-funnel media strategy : from visibility to on-site conversion, with precise tracking of user behaviors and defined KPIs (CTR, conversion rate, ROAS, average basket, etc.).
  • Promote flagship offers at the right time and to the right audiences.
  • Adjust and test various campaigns to consider local market specificities (Flanders vs. Wallonia) in terms of keywords and user behaviors.

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