Introduction
BA Holidays is built around making the holiday booking process as seamless and easy as possible for the customer. It seemed fitting that letting those customers share their experiences should be just as easy.
The challenge
British Airways Holidays partnered with Feefo - using ratings and reviews to help boost customer advocacy and trust in its brand. After seeing promising results and collecting interesting content from customers, BA Holidays saw the value in focusing on the small moments that make a holiday. The brand decided to reflect this in its latest adverts.
BA Holidays decided Feefo Experiences was the best way to collect and share those small moments.
The solution
Feefo worked with BA Holidays to collect content based around customers’ happy memories – continuing the theme of its adverts.
“Feefo’s been an invaluable vehicle to provide us with actionable insights, while Experiences is a great way to see those insights in action, with real customers on real holidays.”
Catherine Onions
Head of Service and Quality, British Airways Holidays
Content was collected by altering the existing questionnaire that BA Holidays was sending out for ratings and reviews. Feefo added extra questions and functionality dependent on the holiday the customer had taken. Feefo always collects content that's structured, allowing it to be filterable and relevant for use within BA Holidays' site marketing.
“Seeing how our holidays are enjoyed by real customers is really nice, and being able to show those memories to potential customers is invaluable.”
Julia Paviour
Digital Marketing & Content Manager, British Airways Holidays
The results
Since implementing Experiences, BA Holidays has seen the value in letting the customers lead the marketing, which was confirmed by the huge response from customers sending in their photos and stories.
BA Holidays has also dropped stock images previously used in internal communications, instead dipping into its own pool of UGC for content - giving a more authentic and trusted feel to the messages.
