Why pan-European is beating single-market for travel brands

What's working

Pan-European campaigns let creative be tested at scale, audience data to be shared across markets, and platform spend to compound on the same creative. The result: faster learning curves and lower cost-per-acquisition.

Destinations that worked with us across all 5 markets saw average CACs 20-30% lower than equivalent single-market campaigns, even after controlling for creative budget.

The Spalder Multi-Market package

This is why we launched our Multi-Market Snowplaza package: S/M/L tiers per country with stepped discounts (10/15/20/25% off) when you activate more markets. A regional ski area can start with NL+DE+BE, while a top destination runs all five.

We see destinations regularly upgrading their package from M (single market) to L (5 markets) within their first season once the data shows the ROI.

The catch

Pan-European only works if creative respects local nuance: language, imagery, calendar. A single global asset rarely beats a few local adaptations. The trick is to centralise the strategy and decentralise the execution.