Fly Your Way: A Personalized Garuda Experience for Every Traveler

Garuda Indonesia, the nation’s flagship carrier, has transformed its digital marketing strategy to stay competitive and relevant among Business Travelers, Family Travelers, and Leisure Explorers. With rising competition and evolving traveler expectations, Garuda focused on reinforcing its premium positioning through hyper-personalized, insight-driven experiences tailored to each segment.

The airline adopted a dual approach combining Always-On engagement with tactical promotions. Business Travelers received premium service messaging and loyalty offers via META and programmatic ads. Family Travelers were targeted through influencer-led campaigns on TikTok and OTT platforms emphasizing safety and comfort, while Leisure Travelers were inspired by dynamic promos and digital partnerships encouraging spontaneous travel.

Supported by a robust digital ecosystem—spanning SEM, Meta Ads, TikTok, programmatic, and KOLs—the strategy achieved remarkable results: 67M+ reach, 16M+ user engagement, and a 1,476% year-over-year spike in bookings. With a record 218x ROAS, the campaign boosted both revenue and brand equity, earning recognition at the SOE Technology Adoption Awards 2024. Garuda has successfully redefined aviation marketing in the region with a strategy grounded in personalization, precision, and purpose.