How Busabout Increased Website Traffic By 12% And Social Growth By 350% With User-Generated Content
Busabout is a favourite tour operator for Millennial and Gen Z travellers. Their flexible trip packages allow travellers to create their own adventures by offering Hop-on Hop-off tours to 47 different destinations across Europe.
Knowing that millennials value experiences and regularly share their personal and candid travel photos on social media during their holidays, the marketing team needed a way to harness this goldmine of visual user-generated content (UGC) their customers were creating.
The goals were to Increase awareness of the flexible and social aspect of the Hop-on Hop-off tours, drive website engagement, and increase social followers.
By showcasing real passengers on their trips and reflecting real experiences, Busabout’s marketing would be more authentic, especially against branded or stock images, which would resonate with Millennials and inspire them to book their next trip.
Busabout worked with Stackla to place user-generated content at the heart of their digital strategy, starting with their new website launch in September 2017.
Around 99 per cent of the new website features UGC images—from large hero headers that are breath taking real photos taken by passengers to 4×4 grid widgets on every product page.
“We’ve got a limitless supply of fresh, unique and trusted visual content that we still use today,” said Duncan Robertson, Managing Director at Busabout.
Front and centre is a dynamic map visualisation of Europe that aggregates more than 110,000 authentic traveller images. Site visitors could click into specific locations to discover local content in the area. By using product tags, they are able to drive click throughs to relevant product pages.
“One of the key features that stood out with Stackla was the ability to discover content by location. Not only can we collect content by dropping a Geo-radius pin onto a location, but their platform can get incredibly granular by drawing a geo-fence around a specific visitor attraction or tourist area. With this feature we’re able to discover, and share, more of our travellers’ content.” Duncan Robertson, Managing Director at Busabout
The Results: 12% Increase in Website Traffic and 9% Boost in Bookings
By putting authentic traveller photos at the heart of their digital strategy, Busabout improved all key website metrics. They saw a 12 per cent year-over-year increase in traffic to the main Hop-on Hop-off webpage, 62 per cent rise in pageviews in the first six months and 39 per cent increase in average time spent on the main webpage.
The campaign also contributed to bookings rising by 9 per cent in the UK and the dramatic improvement in the use of #busabout tag globally to 40K, which equates to over 350 per cent growth over the 18 months.