Tourism · B2C OTA
Zupper Viagens: +600% in owned channel revenue in 30 months
Quick answer
With Bruno Gomes serving as Grupo Kontik CMO, Zupper multiplied owned channel revenue by seven in 30 months, achieving a ROAS above 25. The result came from persona-driven brand repositioning and full integration across performance, CRM, content, and customer service.
Case overview
| Company | Zupper Viagens, Grupo Kontik OTA |
|---|---|
| Industry | Tourism |
| Business model | B2C, online travel agency |
| Leadership responsibilities | End-to-end digital structuring: brand, performance, growth, CRM, data, content, and partnerships (leadership: Bruno Gomes, Grupo Kontik CMO) |
| Leadership capabilities | Branding, Social & Content, Growth & Revenue, CRM & Data |
The challenge
An OTA with a competitive product relied heavily on intermediaries to sell: 96% of revenue came through third parties. It lacked a direct relationship with the traveler, one that aligned acquisition, content, customer service, and CRM around the same experience.
The turning point
Stop buying traffic and start building relationships. The brand was repositioned around the traveler, turning owned channels into the primary growth driver.
What BG led
- 01
Persona research and a new brand concept: "Brasil na Alma, Mundo na Mala".
- 02
Campaign featuring Giovanna Antonelli and Murilo Benício, paired with a customer service playbook aligned with the new brand promise.
- 03
Integration of performance, CRM, and owned channels into a single growth conversation.
- 04
ROI and ROAS governance to instill discipline in acquisition decisions.
- 05
SEO and content to expand organic reach and direct engagement with travelers.
Results
+600%
owned channel revenue in 30 months
96% → 63%
third-party reliance
25+ ROAS
in paid media operations
+1,838%
indexed keywords in 2024
What this case teaches
Growing with greater autonomy requires building brand equity, data, and relationships, not just buying more traffic.
Frequently asked questions
- How does an OTA reduce reliance on intermediaries?
- By strengthening owned channels: a recognizable brand, active CRM, SEO, and paid media managed under strict return governance. At Zupper, third-party reliance dropped from 96% to 63%.
- Does a 25+ ROAS mean profit?
- Not necessarily. ROAS measures revenue attributed to ads relative to ad spend; margins and operating costs are a different story.
Results from Bruno Gomes's work as CMO of Grupo Kontik (2021 to 2026).