How UGC Content Drove 748.7K Views and a 3.29% Click-Through Rate

Travelzoo

The Business Challenge

Travelzoo wanted to drive awareness and grow its email database by encouraging sign-ups among older Australians who love travel deals, particularly cruise holidays and guided tours.

The goal was to build trust and authenticity with this audience while driving direct action through Travelzoo’s exclusive cruise offers. The campaign needed to showcase real experiences in a relatable, engaging way that inspired users to click through and explore.

The Insight

For audiences aged 50 and over, trust and credibility are key drivers of engagement. They respond best to genuine storytelling from real people who reflect their lifestyles and interests.

The opportunity was to leverage relatable UGC creators to share first-hand experiences and inspire confidence in Travelzoo’s curated travel deals.

The Execution

Fabulate partnered Travelzoo with four creators aged 50 and above who produced engaging, user-generated content designed to connect authentically with their peers.

The content featured exclusive cruise offers hosted on the Travelzoo platform, highlighting ease of booking and the joy of discovery. Each creator showcased the deals in their own unique way, blending warmth, personality, and practicality to encourage action.

The approach delivered genuine relatability while ensuring Travelzoo’s message of affordable, quality travel was clear and compelling.

The Results

• 41.83% average engagement rate, far exceeding the 7.43% industry benchmark
• 748.7K+ video views, driving strong awareness and reach
• 3.29% click-through rate, outperforming paid ad averages
• 13 posts across 4 creators, delivering consistent engagement and conversions

The campaign exceeded expectations, combining authentic storytelling with clear value-driven messaging to inspire older Australians to explore Travelzoo’s exclusive cruise deals.