Bachcare drives 20% increase in booking conversions with Klaviyo

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Bachcare is New Zealand’s largest holiday home rental company, offering over 2,000 properties across the country, from stunning coastal retreats to charming rural baches. Established in 2003, the business was acquired by the UK-owned Forge Holiday Group in 2019, which manages over 22,000 properties globally. With over 20 years of experience, Bachcare is committed to providing exceptional customer experiences, with support from Klaviyo B2C CRM.

Learn how Klaviyo personalisation and automation helped Bachcare drive direct bookings

Challenge

Like all accommodation businesses, Bachcare is continually competing for mindshare among holidaymakers in what is a low-frequency, high-consideration market. Facing significant competition from big holiday websites, the brand’s main challenge was driving repeat bookings on their website months or years after a customer first stayed at one of their properties.

Engaging customers at the right time, in the right way, with relevant holiday information was crucial to Bachcare. But the company’s email marketing platform, Mailchimp, was holding them back.

First, Mailchimp couldn’t provide Bachcare with insights into customer preferences. It couldn’t tell them what kind of properties people were most interested in, which locations they preferred, how price-conscious they were, or whether they typically travelled with family, kids, friends or pets.

This meant Bachcare’s email communications through Mailchimp had to be very broad to cover all types of holidaymakers. For example, the company used to run Easter holiday booking campaigns to all customers, even to those that had already booked. And despite painstaking attention from Bachcare’s marketing team, that led to high unsubscribe rates and limited repeat revenue from email.

Solution

In November 2024, Bachcare decided they needed a new CRM and strategy. They hired ecommerce agency Zyber to open up a world of customer data, personalised email communication, and automation through Klaviyo.

Thanks to Klaviyo’s ease of use, integrations, and strong security, Bachcare was able to set up Klaviyo quickly and easily. Klaviyo’s API now pulls live property, booking, and customer data into the platform, which helps the team personalise email communication in new ways.

“After we implemented Klaviyo, I spoke to one of Bachcare’s software architects who expressly said how fun Klaviyo was to integrate with the rest of the business’s technology,” says David Visser, CEO of Zyber. “He mentioned how well Klaviyo is thought out, which speaks to the power of Klaviyo compared to other options in the market.”

Strategy

Klaviyo has helped Bachcare reclaim ownership over their marketing and build the foundations for a strong loyalty programme. Already, Bachcare has driven a 20% PoP increase in booking conversions with Klaviyo by:

• Collecting and unifying customer data: Bachcare’s custom integration between their booking platform and Klaviyo gives them a single view of the customer journey, from initial search to booking.
• Segmenting customers for targeted campaigns: Bachcare uses Klaviyo to segment customers based on behavior and preferences. That means they can send different messaging and offers to people who prefer large properties, those that travel as a family, and those that like specific destinations. Switching from Mailchimp to Klaviyo and its advanced segmentation has helped support a 20% improvement in average open rates.
• Setting up targeted event-triggered flows: Bachcare has built browse, search, and cart abandonment flows in Klaviyo, which are crucial for capturing customer intent during the often-long consideration phase of booking a holiday home. For example, Bachcare’s abandoned cart flow encourages customers to finalise their booking with a timely offer.

Due to the success Bachcare has had with Klaviyo on the guest side of the business, the brand is now looking to bring the owner-facing side of their business onto Klaviyo, too.

“Klaviyo isn’t just for ecommerce. It’s a powerful tool for hospitality to create meaningful connections with customers,” says Tracey Foxall, managing director at Bachcare. “Klaviyo is at the centre of our business and has been instrumental in helping us get back to where we want to be. The ability to use the data to create a great customer experience is genuinely life-changing for us.”

Klaviyo isn’t just for ecommerce. It’s a powerful tool for hospitality to create meaningful connections with customers. It is at the centre of our business and has been instrumental in helping us get back to where we want to be.