Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

Research proves that we rely on independent opinions from family, friends, colleagues and online peers – rather than advertising, editorial or broadcast – to decide which brands to choose. Travellers can also be some of the most vocal and influential groups of consumers, on and offline. The problem, from the industry’s point of view, is that most travel conversations centre on individuals’ experiences, rather than on agencies and operators.
With more than  25 years experience in student, budget and independent travel, STA Travel wanted to discover how to increase and enliven Word of Mouth (WOM) conversations about the professional side of the industry.

An initial audit of WOM around STA Travel confirmed that, while the travel company’s reputation was good, online conversations mentioning its name were irrelevant, repetitive and inaccurate. The majority of online voices were more concerned with talking about the view from their beach hut than the travel company who made the view possible.

The challenge, therefore, was to spread lively, positive WOM about STA Travel; to integrate WOM with STA’s own seasonal campaign themes; and to give travel communities a genuine voice across social media, turning some of STA’s diverse customer base into brand advocates.

We decided to tap into STA’s UK customers. By mobilising this resource, encouraging people to share their opinions and create their own content, a new and powerful groundswell of content was created.

It all started with STAtravelbuzz, a conversational platform which aggregates and amplifies meaningful and positive WOM about STA Travel occurring in social media. The hub includes features on key travel bloggers and forums, linking likeminded STA Travel customers with each other – on their own terms, in their own spaces.

This became the inspiration for the STA Explorers, a diverse tribe of travel and social media pioneers reviewing and creating inspired content around STA’s experiences on their own sites. Offline meets arranged as part of the campaign helped foster a feeling of community, and all their content was signposted to on STAtravelbuzz.

By listening to WOM conversations, 1000heads was able to feed back detailed results and insights as the project progressed to STA Travel, as well as identify emerging opportunities and potential problems. Since the launch two years ago, campaign activities have doubled overall WOM for STA Travel, with STA Explorers responsible for 30% of all STA WOM and driving two-thirds of all the positive conversations.

In fact more than 390,000 engagements were tracked from the WOM activity in five months. Positive conversation around customer service also doubled.

So how is WOM measured? And how far beyond do the measurements go as a quantitative metric? Well, we have what is known as the WOMtrak listening platform, gathering unprompted multi-lingual consumer conversations from social media across the globe. This filters and analyses the data to produce meaningful insight, but we also analyse manually with our team of trained specialists. Not only does it cover quantitative metrics such as conversational share against competitors, but also qualitative data such as attitudes towards the brand.

Since the launch, the WOM campaign has gone from strength-to-strength, with STA Travel receiving a ‘Travolution’ award, and launching the ‘World Traveller Internship’, giving two lucky travellers the chance travel around the world and share their experiences.

So all in all WOM marketing has gone beyond metrics and a new and passionate community of travelling voices has been created. It’s a community that can talk honestly – and sometimes critically – about the brand. Why? Because they know that the travellers’ opinions will be valued, respected and shared.
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