The Qantas Group has plugged into social marketing and launched Hooroo, a domestic travel e-commerce hub which integrates social sharing with accommodation bookings.
Hooroo aims to leverage social to tap into a growing online accommodation market. Tourism Australia research recently found 20% of respondents have booked a holiday as a result of viewing their friends’ social media updates. Additionally, Hooroo hopes to take a share of the local accommodation bookings not associated with a flight. which makes up for two-thirds of bookings.
Hooroo will combine social, content and transactions into one platform. Hooroo managing director Simon Chamberlain said at a launch event this morning the site is heavily focused on visual images. He added Hooroo is about travellers rather than tourists with an emphasis on discovering local gems.
The new venture has been backed by a digital campaign developed by Ogilvy Group Melbourne, with a focus on search marketing and social media. A group of travel ambassadors have also been dispatched to experience holiday destinations around Australia and have been charged with sharing their experiences through their social networks.
The company has invested between $3 to $5 million on the launch campaign, which runs from today until October. In the first two months, the campaign will be driven purely through digital channels.
Hooroo head of marketing Lija Wilson told AdNews the site has already far exceeded expectations and attracted 43,000 sign-ups since it went live last week, purely through social promotion by the ambassadors. Hooroo is using #thatplace as a hashtag on Twitter.
Wilson added Hooroo plans to expand its offering to international destinations but has not yet put a firm timetable on it. International regions will most likely prioritise Qantas and Jetstar flight destinations.
Wilson said in a statement: “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.”
The launch of Hooroo is timed with domestic tourism campaigns currently in the market from Qantas and Tourism Australia.
Tourism Australia chief executive Andrew McEvoy said: “We know that compelling destination content and competitive deals can play a big part in stimulating people’s desire to explore and travel, and the creation of the new Hooroo social travel site seems to embrace this insight, which we’re hoping will inspire more Australians to reconsider their own backyard and take the next step by booking a domestic holiday or getaway.”
The Qantas Group operates the Qantas and Jetstar brands.
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