The Customer
A well-known industry name, Globehunters is an award-winning online travel agency operating across nine countries. As one of the industry’s market-leaders, they experience high daily call volumes and a need for rapid changes when required, all while being focused on building long-term relationships with customers.
“As our need for more advanced VoIP solutions rapidly increased, we continued with VoIPstudio because Chris and the team were exceptional. Always ready to step in and assist with what mattered.”
At a glance
- Industry: Travel & Tourism (flight sales and service)
- Footprint: Award-winning travel agency across 9 countries
- Peak scale: Five-figure call volume per day
- Paid media: Google & Meta ads
- Core goals: Accurate ad attribution, live operational control, quality at scale
Challenges
- Feed the right conversions to Google Ads
Globehunters needed to train Google Ads to recognize what qualifies as a lead. Historical data revealed that calls with customers exceeding a certain duration strongly correlated with conversions, while shorter calls were unlikely to result in sales. Therefore, leads from brief call durations should not be treated as probable conversions. - Stay on top of live volume and skills
Globehunters needed real-time visibility to move agents (e.g., business-class specialists, destination experts) to where demand would next hit – effectively skills-based routing.
- Assure quality without bottlenecks
Manual QA couldn’t keep pace. Leadership needed call-by-call insight within minutes, not days .
Solution
1) Attribution-ready number pools + ROAS-friendly signals
VoIPstudio and Globehunters implemented dynamic number pools on the website to mirror Google “click-to-call” conversions, so each visitor saw a unique forwarding number tied to campaign and session. Using Zapier, the team passed the GCLID back to Google only when call duration exceeded a certain duration, teaching the algorithm to optimize for valuable conversations.
Why it matters: This removed noise from short/irrelevant calls and stopped Google from “learning the wrong thing.” It also required active number-pool management to prevent pool exhaustion at peak (a capability VoIPstudio helped instrument and monitor).
2) Live operations dashboard + skills-based routing
A custom real-time dashboard showed how many numbers were in use per campaign (e.g., “50 assigned / 70 live”), so leaders could balance agent resourcing by expertise in real-time and protect service levels where demand surged.
Why it matters: Matching business-class specialists or destination-specific experts to campaigns lifted conversion, while the dashboard’s live view prevented hidden bottlenecks.
3) “Minutes-to-insight” AI Quality Assurance (years before it was mainstream)
Globehunters were early innovators in post-call intelligent analysis too, developing a native Zapier trigger that fetched recordings/transcripts, sent them to a tailored AI prompt for sentiment and KPI scoring, and wrote the results per agent into a reporting dashboard, all in about three minutes. Leaders got rapid, scalable QA across thousands of calls without manual listening queues.
Results
- Smarter spend, higher intent: Google Ads trained on long-duration calls; short calls filtered out from conversions, improving optimization and ROAS confidence.
- Operational agility: Leaders reallocated specialists in real time as live call-in-use counts spiked by campaign.
- QA in minutes, not days: 3-minute call-to-insight loop enabled rapid coaching and trend spotting in real-time.
Why Globehunters chose VoIPstudio
- Partnership over nickel-and-diming: When others pitched cheap call rates for committed volumes, VoIPstudio worked together with Globehunters to build what was actually needed, prioritizing a long-term relationship over otherwise costly custom development fees.
- Speed of response: Direct, hands-on support from VoIPstudio’s founder/CTO and development team during mission-critical moments was called out as the deciding factor to stay.
- Built-with-you innovation: Several bespoke controls (number-pooling, anti-spam IVR, live ops view, AI QA) became significant advantages for Globehunters and informed VoIPstudio’s broader roadmap.
VoIPstudio didn’t just give us a phone system. They built with us, fast. From attribution-ready number pools to AI-driven QA in minutes, we scaled paid-search sales. Every time I proposed an idea for a custom solution to meet our needs, Chris and his team responded with a can-do attitude that is unparalleled in my career. This made me realize how deeply VoIPstudio values our partnership, and I will always be grateful to them for that. That partnership mindset is why we’re still here.”
— Spiros Maragkoudakis, Group CCO & UK CEO, Globehunters
Looking ahead
Globehunters will preview VoIPstudio’s latest features over the coming months including AI Call Recording Insights, a new analytics and reporting suite (deeper agent/team metrics, sentiment, drill-downs) and continue to integrate and innovate operations alongside VoIPstudio’s upcoming UI and brand refresh.
Implementation highlights (tech stack)
- VoIPstudio: Multi-pool DIDs, IVR, skills-based routing, live dashboards, recordings
- Zapier: GCLID pass-back, post-call QA trigger
- Google Ads: Conversion training on long-duration qualified calls
- Google Sheets: Agent-level QA rollups for rapid coaching
