- User-generated content Our most inspiring travel case studies Going on holiday is awesome. And traditionally, brands have spent lots (and lots!) of money trying to recreate that awesomeness in their advertising. But we think they’ve been going about it the wrong way. Because the real inspiring content – the stuff that motivates people to book a holiday of their own – has been […]
- Innovation The secrets of the billion-dollar travel brands Your company probably won’t ever have the resources to compete on an equal footing with Google, Facebook and the big online travel brands. But that doesn’t mean you can’t “borrow” their secrets. Follow the travel trends or mix in the right circles at industry events and you’ll hear all about how user-generated content (UGC) can […]
- What consumers do Will travel companies survive the big tech ‘boogeymen’? We’re on the cusp of a really interesting shift in the way the travel industry works. In this graphic story we take a look at the current landscape, and whether Google and Facebook (and even Amazon) are poised to shake it up. Google means business. Despite saying it has no ambitions to become an online […]
- User-generated content David VS Goliath: How your travel company can take back control from TripAdvisor TripAdvisor is the Google of the travel world – a vast behemoth you can’t afford to avoid. People used to go there for honest, unbiased reviews of hotels, restaurants, and activities by fellow travellers. Not anymore. The bigger it gets, the less trustworthy it gets. Remember what happened to Goliath, the giant that everyone thought […]
- User-generated content Have travel companies missed the point of user-generated content? Holidays are made for user-generated content. That camera around a tourist’s neck? It’s a marketer’s best friend. Whatever the holiday, people are capturing beautiful little moments the entire time. But when they return home, and the company they booked with asks about their trip, they normally end up with stuff like this… Where are those […]
- User-generated content What’s the real essence of the travel industry? What happens when you’re on holiday? You make memories you want to share. It was a no-brainer for British Airways Holidays to start asking customers to share their holiday memories in the form of reviews, stories and photos. But it was the possibilities of what they could do with that user-generated content (UGC) which was […]
- Innovation 4 travel agencies disrupting the game Travel was one of the first industries that realised the potential of reviews in marketing efforts. Now it’s ahead of the game again, as travel agencies embrace new ways of taking payments, providing experiences, marketing their services and keeping up with the consumer. And keeping up with the consumer is crucial: people used to visit […]
- Brand How customer advocacy can challenge preconceptions Customer advocacy through user-generated content doesn’t just push a few more people down the sales funnel – it can change people’s perceptions of an entire brand. One company is in the middle of using customer advocacy to do just so. We talked to our client Eurocamp, the camping and mobile holiday company, about using reviews as part […]
- User-generated content 3 great examples of UGC in travel and tourism Few industries are quite as suited as travel and tourism for inspiring amazing user-generated content. The content is part of the experience – and the promise of the experience is what sells the holiday. Authenticity is a key factor here: compared with the glossy perfection of traditional media, UGC in the travel industry makes the […]
