Customer Story
Breeze Airways Scales Testing, Avoids Costly Mistakes, and Unlocks Millions
For high-volume, digital-first businesses, experimentation can make or break revenue. Breeze Airways, a lean, fast-growing airline with thin margins, needed to run more experiments, faster, across complex booking flows and mobile apps. But fragmented tools slowed them down and drove up costs.
Breeze Airways
See GrowthBook
Doubled testing throughput
without adding headcount
Unlocked $1MM+
in incremental monthly revenue from experiments
Avoided $MM mistakes
through “do no harm” testing
Cut tooling costs
while consolidating feature flagging and testing
Embedded a culture
of testing-by-default across product teams
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The Challenge: Digital-First at Startup Speed
Breeze’s business model is all about efficiency: lean margins, high transaction volume, and customers booking across multiple digital channels. That pressure translated directly into product requirements:
- Scalability: Existing tools couldn’t handle growing traffic and complex workflows
- Fragmented Analytics: Teams wasted time reconciling data between platforms
- Misaligned Pricing: Legacy vendor models were unaffordable at startup scale
Every hour reconciling data was an hour not spent optimizing revenue. Breeze needed one platform that scaled with their business.
The Solution: GrowthBook’s Warehouse-Native Platform
Breeze chose GrowthBook for its flexibility, developer-first design, and seamless integration with their BigQuery warehouse.
Key Capabilities:
Key Capabilities:
- Warehouse-Native Analytics → No duplicate pipelines. Create new metrics on the fly, validated against one source of truth.
- Developer-First Feature Flags → Manage JSON objects, strings, integers, all with one SDK across web + mobile.
- Analytics Power → Bayesian or Frequentist, CUPED adjustments, and outlier controls offer flexibility to fit any experiment.
- Future-Proofing → Open source, self-hosting options, and rapid engineering support when needed.
"Being able to spin up new metrics mid-experiment is a game changer. This was simply never possible before."
MERRITT AHO, Digital Analytics Lead, Breeze Airways
The Results: Bigger Wins + Dodged Mistakes
Millions in Incremental Revenue
Breeze has brought in millions in incremental earnings by running iterative experiments on UX enhancements. Successes include:
Breeze has brought in millions in incremental earnings by running iterative experiments on UX enhancements. Successes include:
- Flight search redesign
- AI-powered live chat
- Badges on premium offerings
- Modified authentication requirements
- Navigation/menu redesign
- Brand-oriented video components
- Choice reinforcement to improve upsells
Avoiding Million-Dollar Mistakes
Many of Breeze’s tests are “do no harm” checks, ensuring new features don’t drag down bookings. This “experimentation as insurance” has saved Breeze from costly missteps.
Many of Breeze’s tests are “do no harm” checks, ensuring new features don’t drag down bookings. This “experimentation as insurance” has saved Breeze from costly missteps.
“People only see the wins, but there’s actually greater value in avoiding losses. We’ve stopped changes that could have cost millions,” explained Merritt Aho, Digital Analytics Lead at Breeze.
2X Experimentation Capacity
Over 50 tests a year across booking flows, navigation, and pricing, doubling throughput without adding additional staff or resources.
Over 50 tests a year across booking flows, navigation, and pricing, doubling throughput without adding additional staff or resources.
Faster Decisions, Lower Costs
Feature rollouts that once required release cycles, like toggling in-flight Wi-Fi, are now simple flag changes. Tooling costs also dropped by consolidating onto GrowthBook.
Feature rollouts that once required release cycles, like toggling in-flight Wi-Fi, are now simple flag changes. Tooling costs also dropped by consolidating onto GrowthBook.
A Cultural Shift
Breeze has brought in millions in incremental earnings by running iterative experiments on UX enhancements. Successes include:
Breeze has brought in millions in incremental earnings by running iterative experiments on UX enhancements. Successes include:
“The proudest moment is when stakeholders expect experiments by default. That’s the culture we’re aiming for,” explained Merritt Aho, Digital Analytics Lead at Breeze.
About Breeze Airways (and Why It Matters to You)
Breeze may be an airline, but its challenges mirror those of any digital-first business:
- High-volume transactions
- Complex, multi-channel customer journeys
- The need to optimize every step for margin and growth
For SaaS, e-commerce, and fintech teams, Breeze’s story is proof that GrowthBook delivers measurable wins wherever experimentation and scale intersect.
Key Takeaway
With GrowthBook, Breeze scaled testing throughput, unlocked millions in revenue, and embedded a culture of experimentation that pays off in both wins and avoided mistakes. The result: faster testing, higher confidence, and measurable business impact, without breaking the budget.
Unlimited experiments. Unlimited traffic. Full data control.
No credit card. No surprises. Just experimentation that scales.