SpiceRoads Cycling is a premier niche cycling touring operator headquartered in Thailand. They curate extraordinary cycle adventures in over 30 countries, which allows individuals to get up close and personal with remarkable cultures, characters and landscapes in a way that no ordinary tour could.

Having operated since 1995 SpiceRoads approached Primal in 2017 looking to tackle the region’s notorious low season between June to October for inbound travellers.

SpiceRoads typically experiences less online bookings over this period. With several competing brands online, there was limited opportunity.

We believe there's no better way to see the world than by bicycle. Because travel is about the journey and everything it encompasses, never just the destination. Discovering new things about the world, and yourself, then returning home with experiences reminds you of what it means to be alive.


Primal’s strategy began with competitive landscaping to understand the customer journey of SpiceRoad’s main customer base from the US, UK and Australia who were engaging with the brand and finally converting. Looking at the behaviour of new and returning customers to see which channels converted would be critical in finding potential customers.

Primal identified from previous analytics that customers converted quickly after only 1 or 2 touchpoints, being search and social. Customers were in buy-mode after booking a trip in alignment with flight deals and were seeking activities to do on their travels post-booking. Thus, Primal launched integrated campaigns across Google Ads and Facebook.

A number of intelligent technological implementations enabled Primal to make the most of first-party data:

  • Utilise RLSA campaigns to improve search performance from first-party data
  • Run competitor keyword campaigns to steal share of search for brand
  • Launched display remarketing campaigns using audience list from Google Analytics
  • Used competitor/industry data from our competitors’ analysis tools to find keyword gaps and targeting opportunities for search advertising
  • Implemented automated bidding technology focusing on maximising conversions


Primal identified that customers converted quickly after one or two touchpoints, being search and social. Primal launched integrated campaigns across Google Ads and Facebook, using intelligent technological implementations such as RLSA campaigns, display remarketing campaigns, competitor campaigns to steal share of search.


Increase in Transactions In 3 Months


Increase in Revenue In 3 Months


Increase in Conversion Rate In 3 Months

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