Delivering efficient multi-brand management for Eurofun Group

The 14 brands within the Eurofun Group each have their own identity and customer base, whereby they all need to have the freedom to best serve those markets and target groups. As more of the travel business has moved online, the aim to directly cater to the needs of the customers and tailor offerings based on the everchanging customer behavior has grown continuously. However, the whole organization focusses on maintaining common technical architecture amongst all brands to manage costs, build efficient workflows and create synergy effects. As a result, Eurofun faced the challenge of building a platform that would allow each brand to present itself individually and innovate autonomously without spiraling costs and complexity for the entire group.

Like any modern travel company, Eurofun’s brands require more than just comfortable and easy content management. They need to be able to easily integrate offers, multi-faceted tour variations, various booking services and customer support to deliver the experience and expertise their customers expect.

Magnolia powers all brand sites of the Eurofun Group via a multi-tree setup and eight different languages, individually defined for each brand. The ability to run multiple domains on one platform enabled Eurofun to keep their brands aligned by consolidating their content base into a single content hub. Over 100,000 assets are stored in Cloudinary and seamlessly integrated into Magnolia. Combined with a custom AI integration via AWS Bedrock, a multimodal vision model generates multilingual titles and alt texts for images ensuring consistent quality, improved accessibility and SEO and less manual maintenance across all brands and markets.

In Magnolia, over 100 authors can create content and publish it on their designated brand sites. With master editors managing permissions and activity within the setup, this approach balances having autonomy in individual content creation and management for each brand on the one hand and taking leverage of common feature development on the other hand.

Of course, great content management only matters if it contributes its fair share to the increase in bookings. In order to create a seamless experience for the user, the booking service of the group, Tourbook, was directly integrated into the platform. Therefore, content and commerce smoothly blend into each other on the brands platforms.

The implementation of Magnolia as a multi-tenant platform provides Eurofun with an innovative, state-of-the-art digital presence. It enables fully integrated customer experience and creates a strong foundation for continuous growth in the digital environment. The modular structure allows efficient scaling across additional brands and future features, actively supporting ongoing digital transformation.