JOSH NEWMAN
Head of Production, TUI Group
CONTENT MARKETING
The Prequel
Engaging consumers at that early aspirational stage is vital to the success of TUI’s strategy. The key, Newman explains, is authenticity.“The videos we make are very glossy, aspirational shots, and although we almost always only use our real guests in our promotional material, our consumers are never going to fully accept our marketing imagery.” One project running on TUI’s Dutch site allows customers to upload their own images of TUI’s resorts, the locations and facilities. “Right next to our images is content that our customers have put up, with very light curation. We’re not screening for image quality, or positive mentions, and that gives a real authenticity to the images we’re showing.” This particular use of User-Generated Content (UGC) brings the dream holiday home, connecting holidaymakers to their potential destinations in a far more tangible and accessible way. “People are able to see our images alongside those of other travellers, and they actually are the same. And hopefully that improves the trust between us and our customers, and also for potential future guests when they are browsing our channels.”
UGC is also making a splash here in the UK with TUI’s 'My Holiday Memories' campaign, which allows
customers to make personalised videos of their holiday snaps combined with TUI’s bespoke content. “Holidays are incredible things,” says Newman, “and those moments are really special, so being able to celebrate our customers’ stories is also really important. We combine their snaps with videos from the hotel, their destination, and some other personal touches, to create a short video of that customer’s experience.” By providing the customer with a little extra value, TUI can ensure that the customer’s positive holiday associations are sustained after they’ve touched down back home, and hopefully stay with them until they start planning their next holiday.
The Sequel
Behind the scenes, TUI is also developing its technology stack to improve customer targeting and recommendations, incorporating machine learning, adaptive streaming and interactive video into its processes. “We’ve just launched an inspiration tool that allows consumers to watch videos of our products and experiences and ‘like’ the things they’re interested in. Using that information, we can then show them what in our product range would suit them best.” It’s clear that TUI’s video strategy has a lot of potential for
further innovation, but Newman impresses the importance of customer value as the content strategy continues to evolve. “The technologies we’re interested in are the ones that can aid our customers, rather than us just finding technology and then looking for a problem for it to solve. While I do think that mixed reality and augmented reality are going to be very important, we won’t be launching our products until we are pleased that the solutions we have meet the needs of our consumers.” So where does Newman see
content moving next? Whatever technology is available, its value for the consumer remains a top priority. “We’re interested in technologies that will help our customers understand our products better, and get the holiday experience that’s right for them,” says Newman. “Purchasing holidays is rarely a solo experience. One example of technology we have been playing with is a way for people to sit and enjoy VR together, to get a new perspective of the products on offer.” Far from implementing technology for technology’s sake, TUI are directing their innovation efforts towards solutions that really add value from a customer’s-eye-view, offering something unique and completely in keeping with the brand’s purpose.
tui.co.uk
29 issue 31 spring 2018
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