Flygresor: Turning Data into Daily Decisions

Martech at Flygresor: Turning Data into Daily Decisions

For many companies, marketing technology (Martech) is still a toolbox filled with potential rather than an integrated driver of daily business decisions. At Flygresor, however, Martech is not just a support function – it’s at the very core of how the company runs its marketing, optimizes its sales, and balances long-term brand building with short-term profitability.

Every morning, Flygresor’s representative starts the day not with a newspaper, but with a dashboard. On his phone, he sees in real time today’s profit, sales estimates for the month, and how the company is performing against budget. “My market share on the flight search and comparison market is about 50%. I try to stay above that. That’s a good day,” he explains.

From intuition to precision

What stands out in Flygresor’s approach is the systematic way decisions are made. Budgeting is no longer a static exercise. Instead, the company uses its marketing system, Relaxed, to continuously calculate the “perfect bid” or “perfect budget” for each campaign – whether it’s a lower-funnel Google Ads campaign or a brand-building effort on Facebook, TikTok, or YouTube.

“We don’t have a fixed marketing budget. We spend unlimited amounts of money as long as it gives the right profitability,” he says. This philosophy allows Flygresor to dynamically shift between revenue-driven search campaigns and long-term awareness-building activities.

Efficiency at scale

The numbers are staggering. Flygresor manages more than 650 search campaigns simultaneously, but thanks to the system, adjustments that would take an agency many hours can be executed in minutes. “What other companies would pay agencies thousands of kronor per hour to do manually, we can automate in a few clicks. For us, it was clear: a computer should be able to do this.”

Campaign creation is also simplified. Relaxed enables cross-platform ad building without having to log into multiple tools, saving time and breaking down silos between different ad networks.

Beyond short-term gains

One of the biggest risks in digital marketing is focusing too much on campaigns that show immediate returns. Flygresor avoids this trap. “We spend on what is profitable both in the short and the long term. Many companies fall into the trap of only investing where the ROI is instant.”

This is supported by advanced marketing mix modeling (MMM), which helps quantify the long-term impact of brand campaigns. The team knows that while a Facebook ad might not convert profitably today, it contributes to the high share of direct traffic that Flygresor enjoys. “Direct traffic looks free, but it’s actually the result of long-term marketing investments over years.”

Challenges with offline media

While the company has achieved a high level of Martech maturity in digital, offline channels remain a frustration. “We would buy much more TV if it were as easy to purchase as digital media. Imagine being able to click a button and place an order at TV4 the way you do on YouTube. Right now, traditional media companies are too conservative. They want long-term bookings, while we want to act in the moment.”

This gap highlights an industry-wide issue: while Martech has revolutionized online channels, offline media still struggles to catch up with the agility marketers now expect.

Martech maturity – and what comes next

When asked to reflect on Flygresor’s Martech maturity, the representative is clear: “We don’t follow the development – we lead it.” While this may sound bold, the evidence is convincing. Few companies so seamlessly connect marketing data to financial outcomes and operate with such real-time flexibility.

Looking ahead, the focus is less on adopting new tools and more on refining what already works. “We don’t want to add more systems. We want to improve what we have and integrate offline and digital channels more tightly.”

Lessons for the industry

Flygresor’s case offers a blueprint for how Martech can – and perhaps should – be used:

• Unify sales and marketing goals. Marketing spend is continuously optimized toward profitability, not locked into siloed budgets.

• Automate where possible. Manual campaign management is replaced by algorithmic optimization, freeing time and reducing costs.

• Balance short and long term. Short-term ROAS is tracked alongside long-term brand value, ensuring sustainable growth.

• Push for industry change. Offline media’s lag in automation is seen not as a barrier, but as the next frontier for Martech.

At its core, Flygresor’s story is about control, clarity, and confidence. By knowing exactly what each campaign delivers – today, this month, and in the long run – the company avoids waste, scales efficiently, and keeps its market share strong.

“In the end, marketing isn’t about spending more – it’s about spending smarter. For us, Martech makes that possible every single day.”