Qantas is spreading its wings further online with the launch of new travel booking website Hooroo, which lets users discuss and share their finds through social media.
Through Hooroo users can browse holiday locations (primarily in Australia at this stage) where they can read and share insider tips, add destinations and activities to wish lists and share hotel pictures directly to their Facebook, Twitter, Pinterest or Instagram accounts.
Accommodation and sight-seeing activities can then be booked directly through the website.
Head of marketing for Hooroo, Lija Wilson, says the power of the social word of mouth prompted the Qantas Group to develop a platform that made the most of this type of user experience
“Travel is the most social of all categories – we all ask our friends for inspiration and suggestions and then share our experiences through our networks when we get back from a trip. Our launch strategy is centred around seeding the brand via social channels and then allowing travellers to take that real‐life behaviour online,” Wilson said.
Tourism Australia has supported the launch, noting that a recent study showed social media updates from friends directly influenced 20% of people surveyed who were looking to book a domestic holiday.
The website was launched with a digital campaign by Badjar Ogilvy Melbourne, and is, according to Mumbrella, thought to be the first platform that connects social discovery with commerce in the travel category.
Australian bloggers including Trevor Young and Annabel Candy were engaged to help the campaign through its soft launch by sharing their experiences with Hooroo via their social media platforms, while the launch was also promoted thorugh Qantas' Facebook and Twitter.