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Football Travel is a Danish travel company that arranges football trips to the world’s biggest leagues. They combine match tickets, travel, accommodation and experience into complete packages, so fans can get going without hassle, true to the motto that they handle everything except the result on the pitch. The business is built on personal service and a large number of details that have to come together for each individual traveler.
Several teams at Football Travel had already started using AI on their own, but without a shared approach. A busy travel operation involves large amounts of written work, proposals, travel suggestions, customer replies and practical information, often in several languages and under time pressure.
There was a lack of clarity about which tasks delivered the most value, how the tools were used responsibly, and how good practice could be shared across travel operations, sales, marketing, customer service and administration. The result was scattered experiments, uneven quality and good ideas that were never put into a system.
ZRM carried out a structured training and adoption program. It started with interviews and a review of workflows to find the use cases that could create the greatest impact. This was followed by training in Claude fundamentals and prompt engineering, role-specific teaching on Football Travel’s own real scenarios, and concrete recommendations for further rollout.
Claude was put to work broadly: Claude for Teams/Enterprise for daily written work in sales, customer service and marketing, and Claude Cowork for tasks and reporting across systems. A shared library of prompts and playbooks was built, and internal ambassadors were equipped to drive usage forward.
The program brought AI from scattered experiments to a shared, embedded way of working across five departments at Football Travel (travel operations, sales, marketing, customer service and administration). Proposals and travel suggestions are now produced around 70% faster, from about 2 hours to under 30 minutes per draft. First response to customer inquiries has dropped around 75%, from about 4 hours to under 1 hour, including in several languages. Marketing produces around 100% more content and handles more languages in-house. The number of established use cases in operations has grown from 0 to 8, and weekly use of Claude has grown from around 5 early users to about 80% of employees, supported by a shared prompt library, playbooks and internal ambassadors.
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