Qantas launches social media-driven travel website Hooroo

HoorooThe Qantas Group has launched a new social commerce site which allows users to discover and share new holiday destinations with their social networks and then book accommodation online directly from the site.

It is thought to be the first platform that connects social discovery with commerce in the travel category.

Tourism Australia boss Andrew McEvoy has backed the new site, which has launched with a digital campaign by Badjar Ogilvy Melbourne.

New research from Tourism Australia supports the business model, with results indicating social media updates from friends directly influenced 20% of those surveyed to book a domestic holiday.

The site primarily targets people taking driving holidays in Australia, which comprises 68% of the domestic accommodation market.

Hooroo marketing head Lija Wilson said in a release: “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 site was soft-launched with social media seeding component which saw some of Australia’s leading bloggers, including Trevor Young, Annabel Candy and Steve Baile take part in the early phase of the campaign.

McEvoy said in a press release: “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 Storify round up of Hooroo’s seeding launch.

Seeding campaign for Hooroo launch

New Qnatas group travel site Hooroo launched with a seeding campaign featuring influential bloggers sharing their travel stories with #thatplace hashtag

Storified by Tim Burrowes · Tue, Jul 17 2012 19:14:05

Sharing my insider #Noosa Secrets on @hooroo – Get In The Hot Spot’s Top 5 Noosa Finds: #thatplaceAnnabel Candy
Bad weather be gone, the sun’s beaming! #thatplace #skyturnedorange #hooroo S
Thanks to @Hooroo I explored the Gold Coast a few weekends ago. Here’s what I thought: #thatplaceChantelle Ellem
#thatplace Yering Station Farmers Market #localsmeet #yarravalley @hooroogram Baile
Goodbye Brisbane, #thatplace with a sunny, mellow vibe and thank you @hooroo Candy
What’s better than a pool? WAVE POOL! #ThatPlace #Darwin #WaterCalledMeIn @Hooroo Veenhuyzen
#thatplace #wherethelocalsmeet is called Admirals Arch (the locals are very sleepy – New Zealand fur seals) Gardiner
Adventure girrrrl … #thatplace with all the rocks 🙂 #offbeatentrack #hooroo S
The Remarkables are definitely #offthebeatentrack in #thatplace #kangarooisland @hooroo Gardiner
#ThatPlace where the #ViewMadeMeSmile in #BarossaValley is basically everywhere! Miles and miles of vineyards @HooRoo Young









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