In it’s second and last day, the Eye for Travel Sales & Marketing in Travel Summit Europe is focusing on social media, user generated content and online marketing strategies within the travel industry.

At the opening and keynote of the summit, Sandra Leonhard, director web strategy and business development for TUI Travel, discussed the usage of social media and web 2.0 across all countries and brands TUI is representing and explained how a huge organization such as TUI is using social media in their online marketing strategies. TUI Travel, operating in over 180 countries and serving over 30 million customers, consists of over 90 brands, including Thomson and First Choice.

Sandra Leonhard, speaking at the opening session of the summit, said TUI is using web 2.0 and social media to build lasting relationships across all stages of the customer process , from inspiration for possible trips to sharing holiday experiences and writing of reviews. Content is created by both editors and writers and published to the different platforms TUI uses in their online strategies. On what web 2.0 and social media means to TUI Leonhard said, ‘travel 2.0 is about transparency, community, personalization and experience’.

Leonhard continued, “TUI is the only tour operator enabling automatic, unedited customer reviews’. Interesting numbers are referred to, as Leonhard stated that over 80 percent of trips have reviews and currently there is a 20 percent response rate to a request for reviews.

Continuing on providing examples, Leonhard stated that over 2000 videos are embedded in content on thomson.co.uk, which are expected to generate over 30 million views all together this year and also will be leading to higher online conversions. According to Leonhard, TUI Travel is continuously focusing on engaging with customers and targeting customer’s with relevant content.

More information about the Eye for Travel Sales & Marketing in Travel Summit Europe can be found at the corresponding eye for travel website. More about TUI can be found on their corporate website.

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