Wendy Wu Tours Inspires Travellers With User-Generated Content
Wendy Wu Tours is the UK’s #1 specialist tour operator to China and Japan, offering a wide variety of fully inclusive tours to over 20 destinations across China, India, Japan, Southeast Asia, and South America.
Although their core customers aren’t Millennials, Wendy Wu realized that their newest 50+ year old customers were more accustomed to booking their travel online. “To continue growing and providing the best service to our customers, we began offering online booking and started to invest more heavily in digital engagement,” said Jeremy Barber, Digital Marketing Manager at Wendy Wu UK Tours.
“Since we’re a luxury brand that’s known for exceptional service, we needed to find a way to have that premium experience reflected on our digital properties. We had to ask, ‘How can we make ourselves different and truly inspire people?” Jeremy Barber, Digital Marketing Manager at Wendy Wu UK Tours
Like most brands, the images on Wendy Wu’s site were predominantly stock photos of their various tour destinations. But “people tend to be overloaded with these beautifully staged, generic images and they never look real compared to the photos our customers were taking on our trips,” according to Jeremy.
“We want to make people dream but also want to show them something that looks real.” Jeremy Barber, Digital Marketing Manager at Wendy Wu UK Tours
To help transform their website with inspirational content that was visually engaging and authentic, Wendy Wu wanted to leverage the real photos and videos their customers were capturing on their tours.
Using Stackla’s leading user-generated content (UGC) platform, Wendy Wu was able to seamlessly discover, curate and showcase their best customer content across their website.
First, they created an inspiration wall using their customer visuals from all of their 125 tours to inspire site visitors — allowing them to explore individual destinations by filtering the content.
Since not all of their customers are active on social media, Wendy Wu uses Stackla’s GoConnect form to offer site visitors an easy way to upload their pictures directly to their site.
To help shorten the path to purchase, Wendy Wu also leveraged Stackla’s product tags to make the UGC on their inspiration wall actionable — linking visitors directly from an individual image to its appropriate destination page.
“It’s hard to understate the importance of grabbing people at the moment of inspiration. Stackla let’s us link customer photos and videos from our inspiration wall directly to our destination pages, effectively putting them on the path to purchase.” Jeremy Barber, Digital Marketing Manager at Wendy Wu UK Tours
For the second phase of their UGC web strategy, Wendy Wu used Stackla to create interactive UGC maps across all of their destination pages.
“Sometimes when people look through a list of destinations, they have no idea where those places actually are on the map. So we decided to use Stackla’s UGC map visualizations to help provide visitors with that added geographical context as well as engaging social proof.” Jeremy Barber, Digital Marketing Manager at Wendy Wu UK Tours
Although they’ve only launched the first two phases of their UGC strategy, Wendy Wu has already seen fast results.
Within the first few weeks of their UGC widgets being live, Wendy Wu’s customers had already shared hundreds of unique photos and videos from their travels.
“The first real success was when people started posting their pictures and taking the time to add comments to them on social networks, like Facebook. We’ve already seen a 1,200 per cent increase in customer photo submissions.” Jeremy Barber, Digital Marketing Manager at Wendy Wu UK Tours
Not only do they now have a constant flow of fresh customer visuals, but one person only spends 15-20 mins per day moderating this content before pushing it live on their site.
Read the full case study here.