Explore Worldwide’s top marketer explains how data helped the firm better segment its audience, bring joy back into the brand and launch a worldwide book club.
Most marketers, especially in 2025, have a wealth of first, second and third-party data, but knowing how to use it meaningfully is half the battle.
Travel tour company Explore Worldwide has been on a journey to better utilise its customer data, from segmentation to informing its brand refresh 18 months ago. The firm specialises in small group adventure travel tours and offers more than 350 tours in around 100 countries.
When Jae Hopkins joined as marketing director in January 2022, she inherited a “decimated” marketing team of just seven people.
