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Europeans want to have greater access to international travel but at the same, they want to limit the environmental impact when travelling. Indeed, growing awareness of the climate crisis among the public is fuelling demand for sustainable tourism or ecotourism. Travellers are also more and more attentive to the ethical impact of certain touristic activities. International tourism flows are expected to reach 1.5 billion by 2020 and revenue estimated to cross $2000 billion according to The World Travel and Tourism Council.

This hospitality example starts with a compelling subject line ‘Café Rouge passed you the parcel…’(for those who don’t know, ‘pass the parcel’ is a popular children’s game also known at ‘hot potato’). Upon opening the email, an animated GIF shows a curtain drawing to reveal potential prizes all tied with a gold ribbon with the call-to-action ‘Play to win’. Winning ourCampaign of the Month in November 2016, this hyper-personalized email not only delivered great customer experience but helped the company up-sell additional days for the same bookings.

Today, only 3.5 per cent of the world population travels internationally but the number of Asian, particularly Chinese, tourists is predicted to grow …