In 2025, maeva.com made the strategic decision to migrate 100% of their CRM to Batch's CEP, with a clear objective: to place CRM at the heart of their strategy, in order to optimize team time and gain efficiency.
With Batch, we centralise everything in one platform. It saves us time and lets us keep an eye on every channel at once.
Big brand. Bigger CRM headaches.
maeva.com isn't a small player, France's leading holiday rental platform with 70,000+ properties. 290,000 holidaymakers last summer. 8 million customers across the Pierre & Vacances - Center Parcs group. Traffic isn't the challenge, seasonality is.
Between 500,000 and 1 million monthly visitors depending on the time of year. Purchase intent that spikes hard, then evaporates. A traveller browsing ski resorts in October who books somewhere else by Friday if you don't catch them fast enough. That's the game. And you can't play it with a fragmented stack.
The old setup? A CRM that sent emails. That's about it.
Until 2024, maeva's CRM was essentially a campaign tool. Emarsys handling one thing, Batch powering web push on the side, internal tools filling in the gaps. Segmentation took IT sign-off. Personalisation was limited. Re-engagement sequences, upsell flows, post-stay touchpoints, all running on disconnected pipelines.
When summer rolls around and every day of missed send costs revenue, that kind of fragmentation isn't just annoying. It's expensive.
The fix: kill the silos. Make BigQuery the brain.
In 2025, maeva pulled the plug on its legacy CRM and moved to Batch's Customer Engagement Platform. The brief was simple: one interface for email, web push and SMS, fed in real time by Google BigQuery. No more silos. No more waiting on IT to build a basic audience.
Thanks to the connection we set up between Batch and BigQuery, business teams can push events and attributes in real time.
All our automations and contact profiles update within seconds. That's what makes us agile on our scenarios.
The numbers: 35% of CRM revenue. Clicks up 2.5x. Open rates at 68%.
Here's what five years of Batch looks like: 120M+ push notifications sent since 2020. 1 million opt-ins collected. 200,000+ incremental visits generated every year. Lifecycle automation open rates hitting 8%. And the one that matters most: 35% of maeva.com's total CRM revenue now flows through Batch web push.
Zoom in on specific flows and it gets sharper. Post-visit re-engagement: clicks up 2.5x since the Batch migration. Cart abandonment with dynamic discount blocks by booking value: 68% open rate, 22% click rate. These aren't vanity metrics. They're booked holidays.
What this looks like day to day
Someone visits ski properties in Alpe d'Huez. They get a targeted ski email. They drop a €320 cart. Thirty minutes later, a €20 discount lands in their inbox. They don't open it but they're opted in to web push. The flow switches channels automatically. No manual intervention. No IT ticket.
That's what omnichannel lifecycle orchestration actually means in practice. Less noise. More bookings. The active scenario library now covers post-visit activation, cart recovery, prospect welcome, loyalty triggers (birthdays, post-stay, booking anniversary), anti-churn, and transactional flows all running across push, email and SMS.
The migration: maeva was first through the door on Intelligent Warm-up
IP warming during an email migration is where things usually get messy. maeva.com was Batch's first client to use the new Intelligent Warm-up feature which automates the progressive ramp-up of send volumes, prioritising the most engaged contacts first. Thirteen days later: 99.8% email acceptance rate.
First time we had actual visibility on our deliverability,and real recommendations to act on. Intelligent warm-up saved us a huge amount of time, especially in the middle of a full migration.
The autonomy shift: the change nobody puts in the deck
Beyond the numbers, here's what maeva's team keeps coming back to: they can move on their own now.
From the first few weeks, you can see the difference. Creating workflows, building campaigns, accessing data, it's nothing like our old tools. The CRM team is autonomous. It changes everything.
That's the real unlock of a proper omnichannel engagement platform: a marketing team that decides, tests and ships without waiting for a green light from engineering.
What's next: omnichannel at scale and 10% of total revenue
For 2026, maeva has four targets on the board: roll out omnichannel across every lifecycle scenario, push dynamic personalisation further, tighten the loop with tech teams on transactional flows, and break the 10% of total company revenue generated by CRM mark.
That last one tells you everything. CRM isn't a broadcast channel anymore. It's a growth engine and it's just getting started.
Consolidation isn't an IT project. It's what a marketing team looks like when it finally owns its data. Not next quarter. Now.
Data-driven CRM in travel: what your peers are actually googling
How do you connect BigQuery to a CRM platform for real-time activation?
maeva.com wired Google BigQuery directly into Batch's Data Platform via a bidirectional integration. Behavioural events — page visits, cart starts, bookings — hit Batch within seconds, updating profiles and firing automations without touching IT. Cart abandonment sequences kick off in under 30 minutes.
How much revenue does web push actually drive in travel CRM?
At maeva.com: 35% of total CRM revenue. Since 2020, that's 120M+ push notifications sent via Batch, 200,000+ incremental visits per year, and 1M opt-ins collected. Web push is especially effective for capturing purchase intent before a traveller books somewhere else.
How do you personalise cart abandonment emails by booking value?
maeva.com uses Batch's Email Builder with conditional display blocks: a cart between €150 and €300 fires a €10 voucher, €300–€450 fires €20. One template. Fully dynamic. Results: 68% open rate, 22% click rate on recovery flows.
How do you handle CRM seasonality without drowning in manual campaigns?
maeva.com ditched the campaign-by-campaign approach in favour of industrialised lifecycle scenarios. Post-visit re-engagement, cart recovery, welcome, loyalty, anti-churn all running continuously in Batch's Automation Builder, auto-adapted by traveller profile and time of year.
How long does migrating a legacy CRM actually take?
Batch targets 8 to 12 weeks end-to-end, depending on your MarTech stack. For maeva.com, the IP warm-up phase wrapped in 13 days using Intelligent Warm-up, with a 99.8% email acceptance rate straight out of the gate.
Andréa Massimi
Content Marketing Manager @ Batch
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