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, candid travel photos on social media during their holidays, the marketing team at Busabout 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
- Increase social followers.
By replacing most of the branded and stock photos across their website with real passenger photos from social media, Busabout could better demonstrate to site visitors what it was genuinely like to take their customisable tours while offering authentic visuals that resonated more with Millennials and Gen Z.
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.
Making around 99 per cent of their new website features UGC images—from large hero images that are breathtaking real photos taken by passengers to 4×4 grid widgets on every product page—Busabout leveraged Stackla to discover, curate and display the best, most relevant traveller images throughout their site.
Front and centre is a dynamic map visualisation of Europe that aggregates more than 110,000 authentic traveller images—providing an interactive and engaging source of travel inspiration. Site visitors could click into specific locations to discover local content in the area and, by using product tags, they are able to drive click-throughs to relevant product pages.
“We wanted to inspire potential travellers by showing just how experience-rich our trips are—from the classic European landmarks and the hidden gems to the social atmosphere that is inherent to Busabout. Stackla’s map functionality allowed us to visually represent our unique Hop-on Hop-off coach network through the eyes of our passengers.” Duncan Robertson, Managing Director at Busabout
The Results: 65% Content Creation Cost Savings and 33% 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% year-over-year increase in traffic to the main Hop-on Hop-off webpage, a 72 per cent rise in pageviews in the first six months and 39 per cent increase in average time spent on the main webpage.
“We’ve got a limitless supply of fresh, unique and trusted visual content the we still use today.” Duncan Robertson, Managing Director at Busabout
Leveraging UGC also reduced Busabout’s content creation costs by 65 per cent while boosting direct web bookings in the UK by 33 per cent. In addition, shining a spotlight on passenger content served to dramatically increased the use of the #busabout hashtag globally to 40,000, which equates to an over 350 per cent growth in social following over 18 months.