Right content, right customer, right moment.

That's Silk Route — a content-hygiene effort across the whole journey, cohort- & destination-specific. Phase 1 (pre-booking) is live; Phase 2 (post-booking) is underway, Bali-first.

Better read-to-click, faster stage movement and OCC are just the proof it's working.

Trippie exploring Bali with Pickyourtrail

🏆 Wins & highlights

🎉

What went right this cycle

Content hygiene shipped — and the byproducts followed.

🎯

LIVE

Relevant content, on real pages

After the banner-image prioritisation rewrite, our curated media surfaces first — right content, right cohort, right moment.

📈

23–25%

R2C — the CRM standout

Hero itinerary read-to-click vs a 5–7% benchmark (~4×). A decisive win driven purely by relevance.

🗂️

3 sources

One rich content bank

Customer + influencer, happy-BLS app uploads, Google-review images — wherever we have visuals.

🧹

30 · 19

Line-item clean-up

30 activities audited, 26 corrected, 19 videos updated, 15 itineraries banner-ranked.

⚙️

v5.2.0

Tech stack levelled up

Videos live web + app, banner algorithm rewritten, in-CMS image converter in build.

🚀

6 markets

Framework ready to scale

Bali proved the model; curation initiated for 6 further markets this JAS, via cohort × stage templatisation.

The work — content hygiene, in detail

The content bank — three sources

Not one feed — every place we have visual content:

Customer + influencer content — everything already produced across our activations (images & videos), mapped per destination.

Happy-BLS app uploads — BLS 7+ customers upload photos/videos on the app. Organic, no incentive — 112 trails (Jan–12 May) + 69 new (12 May–1 Jul).

Google-review scraped images — visual content pulled from our reviews, destination-mapped.

Uploaded through the CMS once, reusable across destinations — the spine for the next 6 markets.

Catalogue clean-up, by the numbers

Unity activities audited

line-by-line

Videos updated

26 re-imaged / corrected

Itineraries banner-ranked

#1 couple + #1 family live

Activities w/ video link

carousels: 8+ imgs/tile

Corrections spanned segment relevance, factual accuracy and authenticity (real PYT footage over stock).
New family Unity itineraries: inclusion specificity + "Admission Only" clarity in progress.

Our work — the content that went out

All PYT-produced. A representative clip per funnel stage — press play. The full library is linked.

MQL · Hero
Hero itinerary — Couple

MQL · Hero
Hero itinerary — Family

SQL · Explainer
Bali Expert reel — "How to plan Bali"

TOP · Reactivation
Bali must-visit activities

GL / CTW · Validate
Customer testimonial — Aswath Bobo

Full library10+ more videosExclusivity (couple/family), Brand-CRM WA, Safi & Shriya testimonials, TOP-Familyopen folder ↗

Live on the site — curated banner content

Our curated media, now surfacing first on real itinerary pages.

Best of Bali live page — **Best of Bali — 5N** (couple hero)
Curated by Anirud Rajesh · 3421+ Bali trips · open live ↗

Bali Family Retreat live page — **Bali Family Retreat** (family hero) · open live ↗

The Bali Blend live page — **The Bali Blend — 4N** · banner-image prioritisation applied · open live ↗

Curated Bali handbooks — thanks to Anirud (Supply)

CuratedGuest Handbook — BaliCustomer-first approach · arrival, tips, expectation-settingopen live ↗ CuratedDestination Handbook — BaliSeller-first approach · for AO / sales enablementopen live ↗

Downstream signals — byproducts of the content work

Not the objective; how we see the hygiene working. Two stand out: read-to-click, and speed of qualification.

Read-to-click — the standout

Hero itinerary vs benchmark

Taller = better. Direct itinerary links outperform reply-based CTAs.

Speed of qualification

Days to move to the next stage

Why GL/CTW look empty — and why speed is the real read. 60%+ of SQL leads are held in-stage until they convert (SOs avoid "jinxing" it), and CTW→convert often happens in 2–3 hours. So stage-triggered comms can't fire at GL/CTW — the honest success signal is stage-movement speed, not clicks. Flagged with Revops/Shashwat.

CMS asks & the tech upgrades they unlocked

Item	What / why	Status
Banner-image prioritisation	Algorithm rewrite (Swetha) so our uploaded images surface first instead of default city images.	Live
CMS image converter tool	In-built image size + file-type converter inside the CMS (Swetha) — removes manual resizing.	In build
AMP integration	Keerthi resolving the iOS carousel image issue — expected to close within the week.	In progress
App-push integration	Powers WA + App push to the itinerary; being chased with Meena/Keerthi.	In progress
Uncosted-view video play	Video plays only after the itinerary is costed — handled inside the itinerary revamp (FE).	In progress
Activity videos on web + app	Live via v5.2.0; delete-retention bug fixed; video-player close/expand order reversed.	Live
Cohort mapping fixes	Family itineraries on couple theme / exit-intent pop-up / packages page — corrected.	Fixed

The next chapter

Phase 2 · Post-booking on the app

Now initiated — piloting on Bali first

Prove the post-booking content experience on Bali, then extend it to other destinations.

What's changing

New in-app content section: activity videos (vertical, stories-style), travel info cards, destination tips.
Arrival & info cards (Bali arrival, visa), "what to pack" guides, travel hacks & expectation-setting cards.
Meeting-point & pickup reminders ~24h before an activity; restaurant suggestions; local transport, currency & day-wise tips.
CMS handles uploads once, reusable across destinations.

In motion

Tourism-Board content section on the itinerary page for trust/credibility (Hari: "big big move").
Customer travelogue / scrapbook incentive from submitted content — feasibility with Sandeep.
One-week design sprint + template checklist; home-screen content order then to design.
Phased launch doc with Hari for sign-off; tech dates to follow.

Scaling the framework — 6 markets this JAS

Content curation already initiated, prioritised by volume & season.

Nordics · Northern Lights

Europe · Switzerland, France, Netherlands

Maldives · season

Singapore · season

Vietnam · year-round

Thailand · year-round

Templatisation

From 2–3 creatives/week to many markets — templatise by cohort × stage.
Standardise copy + creative order; AI-tag creatives to surface high-click patterns.