“Working with Skyscanner has been a valuable partnership. Their team understands our commercial priorities and adapts to support them, helping optimize campaigns while maintaining cost discipline. We’ve been able to scale performance responsibly, strengthen visibility across key markets, and drive measurable growth. Their collaborative approach makes them a strategic partner.”
Fabian Torres, Global Digital Marketing
Avianca
Background
As one of Latin America’s leading airlines, Avianca operates a broad and complex network across multiple regions and travellers segments. To continue growing efficiently, the airline refined its digital marketing approach to better align visibility, demand and commercial priorities across markets. This evolution required from Skyscanner, with scalable performance solutions and flexible optimisation aligned to business objectives.
Solution
Adaptive performance strategy
Skyscanner implemented a flexible performance framework designed to respond to traveller demand and evolving market conditions. By moving away from rigid structures and incorporating responsive technologies, Skyscanner was able to scale activity dynamically while maintaining control of efficiency.
Visibility at high-intent moments
Through strategic placements across the traveller journey, Skyscanner strengthened Avianca's brand presence at key decision points. This ensured consistent visibility in competitive markets while supporting booking intent.
Mobile-first reach
Recognising mobile as a critical booking channel, Skyscanner enhanced Avianca's presence across high-intent environments, reinforcing performance where conversion behaviour is strongest.
Efficiency-aligned bidding approach
To sustain growth responsibly, Skyscanner adopted a performance model focused on commercial value and return. Investment was continuously aligned with markets demonstrating strong booking potential, ensuring disciplined scalability.
Collaboration and optimisation
Close collaboration enabled continuous refinement throughout the campaign lifecycle. This allowed Skyscanner team to react quickly to demand shifts and optimise with confidence.
Results
- Double-digit YoY sales growth attributed to Skyscanner Ads
- Double-digit improvement in conversion performance