Silk Route is, at its core, a content-hygiene effort across the entire customer journey: making sure the right, relevant, accurate content reaches each customer at the right moment — cohort-specific (couple vs family) and destination-specific, replacing generic defaults. Phase 1 tackled the pre-booking stage (live, and the focus of this report); Phase 2 — post-booking, on the app — is now initiated. Faster MQL→SQL movement, higher read-to-click and OCC are byproducts of getting that hygiene right — outcomes we can measure, not the objective itself.
Objective vs byproduct — read this first. The goal of Silk Route is content hygiene: relevant content, to the right customer, at the right moment. Every metric in this report — stage-movement speed, read-to-click, OCC — is a downstream outcome of that content effort, and a way to observe it working. The content is the work; the numbers are the proof, not the purpose.
Key wins this cycle
Relevant content, live and visible
The core goal made real: after the BE banner-image prioritisation rewrite, our curated customer/influencer media now surfaces first on live itinerary pages — right content, right cohort, right moment. "Silk Route content hygiene is finally visible to everyone."
R2C — the clear CRM standout
As a byproduct, read-to-click is where we stand out: the Hero itinerary hits 23–25% vs a 5–7% industry benchmark (~4×), and the Welcome comm ~16%. A decisive CRM win driven purely by relevance.
Content curated from three sources
Wherever we have visual content, we use it: existing customer + influencer content across activations; happy-BLS content uploaded on the app; and images scraped from our Google reviews — mapped per destination for catalogue + CRM reuse.
Line-item content clean-up
30 Unity activities audited, 26 re-imaged/corrected, 19 videos updated, 15 top itineraries banner-ranked with videos live — plus new activity-tile carousels.
Tech stack levelled up
Activity videos live on web + app (v5.2.0), the banner-image algorithm rewritten, and a new in-CMS image converter tool in build — upgrades earned along the way.
Framework ready to scale
Bali proved the model; content curation is already initiated for 6 further destinations this quarter, via cohort × stage templatisation.
The work — content hygiene, in detail
The content bank — three sources
Not a single feed — we pull from every place we have visual content:
1
Customer + influencer content — everything already produced across our activations (images & videos), mapped per destination.
2
Happy-BLS app uploads — customers rated BLS 7+ upload photos/videos on the app (up to 10). Organic, no incentive — 112 trails (Jan–12 May) + 69 new (12 May–1 Jul) so far.
3
Google-review scraped images — visual content pulled from our reviews, destination-mapped wherever possible.
Uploaded through the CMS once, reusable across destinations — the spine for the next 6 markets.
Catalogue clean-up, by the numbers
30
Unity activities audited
line-by-line
19
Videos updated
26 re-imaged / corrected
15
Itineraries banner-ranked
#1 couple + #1 family live
16
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 — content examples
These are PYT's own work — our curated banner content, live on the site, and our produced creative. (External reels seen elsewhere are references only, not shown here as ours.)
Live on the site — curated banner content
PYT-produced creative (by funnel stage)
MQLWelcome + Hero itinerary videos
Personalised, cohort-split (couple/family) top-seller itineraries with direct links.
SQLExplainer — "How to plan Bali"
Travel-expert tips video, decision support at itinerary-shared stage.
GL / CTWCustomer testimonials
Family + couple testimonial videos and static verbatim + photo cards.
All assets catalogued in the content tracker (see links). Slack-hosted video files aren't embeddable here — reach them via the tracker.
Curated Bali handbooks (our work)
Downstream signals — byproducts of the content work
These aren't the objective; they're how we see the hygiene working. Two stand out: read-to-click, and speed of qualification. (From the 30 Jun WhatsApp metrics review and Amritha's 7 Jul stage-movement analysis.)
23–25%
Hero itinerary R2C at MQL
vs 5–7% benchmark (~4×)
1.25 days
Couples → next stage (Hero)
28 successful movements
1.86 days
Families → next stage (Hero)
only comm that moved families
3.13 days
SQL Explainer movement
vs 4.71 days standard
Read-to-click — the standout
Hero itinerary vs benchmark
Hero itinerary (MQL)23–25%
Welcome message~16%
Industry benchmark5–7%
Direct itinerary links outperform reply-based CTAs; reply/CPN suits reactivation.
Speed of qualification
Days to move to the next stage
Hero — couples1.25d
Hero — families1.86d
SQL explainer3.13d
Std. movement4.71d
Welcome~4× slower
Lower = faster. Hero itinerary is both highest-converting and fastest.
The CRM nuance: SQL→GL numbers look low, but it's not quality — 60%+ of SQL leads are deliberately kept in-stage until won (SOs avoid "jinxing" it), and CTW→convert often happens in 2–3 hours. So the honest success signal for this pipeline is stage-movement speed, not click rate — and GL/CTW triggers need rethinking (flagged with Revops/Shashwat).
Abi's asks & the tech upgrades they unlocked
| Item | What / why | Status |
|---|
| Banner-image prioritisation | Rewrite the algorithm (Swetha) so our uploaded customer/influencer images surface first instead of default city images (kept for long-haul). | Live |
| CMS image converter tool | In-built image size + file-type converter inside the CMS (Swetha) — removes manual resizing before upload. | In build |
| AMP integration | Keerthi resolving the iOS carousel image issue with tech — expected to close within the week. | In progress |
| App-push integration | Powers WA + App push to the itinerary; still being chased with Meena/Keerthi. | In progress |
| Uncosted-view video play | Video currently plays only after the itinerary is costed/unlocked — being 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 showing on couple theme / exit-intent pop-up / packages page — corrected. | Fixed |
Phase 2 — post-booking on the app (initiated)
What's changing
- New in-app content section: activity videos (vertical, stories-style), travel info cards, destination tips.
- Arrival & info cards (e.g. Bali arrival, visa), "what to pack"/layering guides, travel hacks & expectation-setting cards.
- Meeting-point & pickup reminders ~24h before an activity; restaurant suggestions by radius + Google rating; local transport, currency & day-wise city tips.
- CMS handles all uploads once, reusable across destinations; Bali framework finalised then replicated.
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 with a template checklist; home-screen content order to be defined then handed to design.
- Phased launch doc with Hari for sign-off; exact tech dates to follow.
Scaling the framework
Now6 further destinations
- Content curation already initiated for 6 more markets this quarter (prioritised by volume & season).
- Each needs cohort-wise products (couple/family) built with supply.
ScalingTemplatisation
- From 2–3 creatives/week to many markets — templatise by cohort × stage.
- Standardise copy + creative order; AI-tag creatives to surface high-click patterns.
ProofMeasure to expand
- Map MQL→SQL→GL→won per messaged lead before greenlighting more markets.
- Confirm SQL non-movement practice with Revops; rethink GL/CTW triggers.
Ready reckoner — links