By EFT Correspondent in MunichFor a company, operating across six continents and associated with more than 30 million customers from 20 countries, TUI Travel plc categorically states that content, both published and user generated, is essential across all countries and brands.

Published: 14 Oct 2008

By EFT Correspondent in Munich

For a company, operating across six continents and associated with more than 30 million customers from 20 countries, TUI Travel plc categorically states that content, both published and user generated, is essential across all countries and brands.

Specifically, commenting on why TUI uses web 2.0, Sandra Leonhard, director – web strategy and business development, TUI Travel plc says the idea is to bring the holiday experience alive by using web 2.0.

Leonhard, a speaker during the inaugural session of Sales and Marketing in Travel Summit Europe 2008, being held in Munich, said TUI uses web 2.0 to use the power of social media where users are editors and writers, and build lasting relationships across all stages of the customer journey from inspiration to sharing holiday experiences.

On what web 2.0 and social media means to TUI, Leonhard said, "Travel 2.0 is about transparency, community, personalisation and experience."

"We use it to build lasting relationships with our customers, drive traffic and to empower our customers. Web 2.0 increases transparency – only good product will count and satisfied customers will be your advocates."

It is advocated that each organisation will need to develop their own strategy of how to best engage with their customers.

As social networking sites aggregate and rank trusted reviews from other travellers, and as the semantic web becomes a reality, even travel suppliers are now participating in such conversations and using the medium to address issues head on and to serve the needs of customers.

From TUI's perspective, Leonhard said, "TUI is the only tour operator enabling automatic, unedited customer reviews… brave but (its) working. It is a great source of credibility," she said.

She said over 80 percent trips have reviews and currently, there is 20 percent response rate to request for a review.

Providing information on videos on thomson.co.uk, she said over 2,000 videos are embedded in booking and browsing sections. "In total, we will see around 30 million video views on thomson.co.uk this year," she said. Leonhard also shared that more visitors book after seeing the hotel video (referred to the example of 200 percent increase in online conversion on Jetair.be).

From consumers' perspective, she said, "Our customers clearly have an appetite and engage with web 2.0 technologies. We want to further strengthen the communication with our customers and between our customers."

According to Leonhard, the company is continuously focusing on being part of its customers' networks by offering relevant and targeted content where and in which for they would like to use it. The plan is to move from using social media to validate holiday choices to the stage to inspiring customers, she added.

She parted with this message, "Social media enables us to deploy our biggest weapon – happy customers."

Ritesh Gupta
EyeforTravel.com