Entirely Tech


Winter sports brand invests in disruptor travel tech

Winter sports tour operator Erna Low Consultants has invested in the marketing automation platform Force24, as the brand gears up for further growth.

Winter sports brand invests in disruptor travel tech

No stranger to ongoing communication activities, Erna Low has long kept customers informed about the skiing trips on offer. But keen to improve both the customer experience and the company’s conversion rate, the team has decided to take its marketing activity to the next level.

With the tech onboarding process almost complete, the goal now is to create and send campaigns tailored to every recipient, using Force24’s targeted journey builder.

Commenting on the investment, Erna Low’s Technical Manager John Ward said: “Whilst our most popular products are our 4* self-catering apartments, we cater for all budgets and our customer base is therefore very diverse. It is important that we tailor the messaging and promotions accordingly – and utilise past booking trend analysis – to achieve maximum engagement.”

"It is important that we tailor the messaging and promotions accordingly and utilise past booking trend analysis to achieve maximum engagement."
John Ward

Once able to execute simple and more effective campaigns in half the time, Erna Low will incorporate basket abandonment, browse abandonment and pre-departure comms strategies into its next-step marketing activity.

This is not the first time John and the team has used marketing automation, but Erna Low has achieved significant cost-savings by making the switch. “Our incumbent platform never really delivered on its functionality promises so when the price went up we knew we had to re-evaluate the marketplace.”

Force24 has experienced astounding penetration in the travel sector since the beginning of 2017, with client wins including OTT and WWIIS, and membership announced with the Institute of Travel & Tourism (ITT) and Association of Independent Tour Operators (AITO).

Offering a concluding thought, Force24’s founder and managing director Adam Oldfield said: “We’ve invested £5m in our platform, which has led to it becoming one of the largest UK built and managed marketing automation solutions. It is feature rich and packed with the tools that marketers really need to do their jobs quicker and savvier than before – we’re currently seeing client ROI increase 12-fold as a result!”

DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.

Sarah Jackson


I'm a Director at Equiniti Credit Services, a leading provider of loan application, administration and collection software systems that enable extensive automation of business processes.

Datamere Software Solutions

Datamere Software Solutions is an award-winning development company that offers a complete downstream package for gas suppliers. Established in 1998, Datamere created its market leading Gas Management System which offers a modular approach for portfolios of varying sizes.The company has also created bespoke software solutions for hospitality, healthcare and HR industries and is currently working on the development of GMS V4 and GENUS.


Founded in 1981, JMC IT is an award-winning IT support partner based in Agecroft, Salford.

The Config Team

The Config Team -SAP Logistics and Warehouse Management Specialists - was founded in 1994. With its head consultant office based in Skelmersdale, the successful solutions it has delivered to globally respected names give it a reputation as a leading authority in SAP Logistics implementation.

Kieron James


Kieron started his career as a Teacher before moving into the emerging market of web domain names sales in 1999. In 2005, he branched out into telecoms, founding Zimo,which won the industry's Service Provider of the Year Award in 2008. He went on to cofound Nexbridge, wich provides industry-leading telecoms services to communications providers and recently branched out into IP telephony services with the popular WHYPAY conferencing service which offers free conference calls to UK businesses.