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by

Nejib Ben Ayed ッ

on 19 December 2013

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Transcript of Presentation

Launch EY Travel Writer Contest and Partner with travel influencers in premium leisure sector (bloggers & youtubers) across to share experiences at scale with their fans

Target guests with sponsored social stories and ads against leisure interest categories during booking phase: honeymoon, beach, skiing, engaged,

Share reviews of travel through sponsoring/ showcasing accolades and driving suggestions through 1:1 social service on owned channels and platforms that influence purchase



Create Pinterests boards, location-based campaigns and tags with a key focus on leisure themes to captivate image searchers

#EYSurprise -create shareable experiences that surprise and delight fans who are travelling for special leisure occasions. Ex: surprise honeymooners on-board with flowers, champagne, etc that they will post
Incentivize guests to leave reviews of travel with EY through 1:1 social outreach, EDMs,
on-board touchpoints and monitoring of key social networks that influence travel to increase sentiment
YouTube Booking tool within channel that pulls in latest fares and deals specific to destination video that fan is watching
INSPIRATION
PHASE

EXPERIENCE
PHASE
QUALITY FOCUSED LEISURE
CUSTOMER SEGMENT

TRAVEL & TOURISM DEPENDS ON WORD-OF-MOUTH AND THE SPREAD OF OPINIONS – SOCIAL PROVIDES THE PERFECT PLATFORM TO INFLUENCE THIS.

OBJECTIVE
INFLUENCE QUALITY-FOCUSED LEISURE TRAVELERS TO FLY WITH ETIHAD TO DESTINATIONS WITHIN OUR NETWORK FOR THEIR HOLIDAYS, HONEYMOONS & FAMILY TRIPS

STRATEGY
INSPIRATION
- 52% of Facebook users said their friends’ photos
inspired their holiday choice and travel plans
- 44% of Asian leisure travelers are watching
videos about a destination for research
- 750M pins in the travel category on Pinterest
with 93% of image searchers likely to search
for Travel information
PLANNING
- 52% of Facebook users said their friends’ photos
inspired their holiday choice and travel plans
- 34% of Leisure travelers are actively looking for
social recommendations and feedback on networks
such as Facebook & Trip Advisor
- 48% who research travel plans on social stuck
with their original plans

BOOKING
- 59% of Asian Leisure travelers want to book travel products “whenever they can” and “wherever they can”
- 80% are more likely to book a trip from a friend
liking a page
-50% of travel companies have said that direct
bookings have been made from social media

-There are “x” number of people who can be targeted
on FBX with interests in honeymoon, wedding, holidays, beach holidays
EXPERIENCE
- Holiday pictures are the most shared content
on a vacation and 76% post vacation photos to a
social network
- 70% of social media users update a status while on holiday
- 85% of leisure travelers use their smartphone while abroad
POST TRAVEL
- 55% “liked” a page specific to vacation
- Trip Advisor has 75 MILLION reviews and opinions.
- 1,671 years it would take to spend a night in each of the 610,000 hotels on Trip Advisor (will find similar stat for airline)

- 53% of Leisure travelers will actively post and tag recommendations to their friends through social
BECOME A TRAVEL AUTHORITY IN LEISURE-SPECIFIC
CONTENT INSPIRATION, DESTINATIONS IDEAS,
TRAVEL CARRIER

#EYFollowMe Holiday campaign that incentivizes guests to share great photos of vacations with EY and at destinations
Product and Leisure- themed destination videos that inspire search traffic on YT
EY and UGC created Leisure specific destination guides that make leisure planning easy for leisure travel that are shareable, pinnable and inspiring that make planning easy Ex: Etihad’s 50 Best Honeymoon Spots

100 DAYS
UNTIL TRAVEL

PLANNING
PHASE

60 DAYS
UNTIL TRAVEL

BOOKING
PHASE
TRANSACTION
POST TRAVEL
"
Can't wait for June new service
from Los Angeles daily
non stop what a luxury
"
Susie Ipekian Minoyan
"
Etihad Airways - My Dream Destination,
love to be in Brazil with Etihad :D
"
David Rajkumar
"
Seats booked, fantastic customer service... On way to China in September
so it's 9 Great Wall
"
David Rajkumar
"
Great news, love to visit India on my way to Thailand
"
David Rajkumar
"
Awww, we love this cool airline, may there be many happy landings in hochiminhcity
"
Van Zijlx
"
My Family flow Colombo to Washington and back aboard Etihad last June and thoroughly enjoyed it. Seems as though Etihad also has
the best rates on
this route
"
Steven Fernando
"
I just did fly with Etihad again to Europe & it was Awesome. I enjoyed our overnight stay at Crowne Plaza Yas Island - Abu Dhabi so i may fly them again soon!
"
Peter Piper
"
can you tell me where to find information about your frequent mileage program on your website? Specifically mileage partners?
"
Emily Robinson
"
@EtihadHelp I just sent you a message by email. It looks like a payment provider problem at your website. Can you confirm my booking?
"
Sven Versluijs
"
Greetings from the sky; Isn't in-flight WiFi amazing?! Great to be connected on board our Etihad Airways flight...
"
Sterling EQ
"
My fligt #Sydney to #AbuDhabi was great. Great Services !! Thanks @EtihadAirways
"
@JohnMayor
Full transcript