Travelocity Ranked First in Customer Loyalty
Travelocity gives travelers what they want more than any other online travel agency, according to the Brand Keys 2015 Customer Loyalty Engagement Index (CLEI).
The index, which spawns from the 2015 CLEI Survey, identified categories that consumers and customers value, and then found how well brands delivered in these categories.
And, interestingly enough, Travelocity—which was bought by Expedia in January—was named the leader in the Online Travel Site category for the first time in 2015, beating out brands that tout their ability to build loyalty like Priceline.com.
But what changed for Travelocity? What caused the brand to quickly rise to the top of a study based on the feelings of more than 36,000 U.S. consumers?
Well, according to Brand Keys, it’s all about tapping into emotions.
“In a marketplace where brands struggle to create meaningful differentiation and engagement, those better able to identify customers’ expectations and address them via authentic emotional values will see tangible bottom-line results,” said Robert Passikoff, president of Brand Keys, via a release.
Passikoff added: “Empowered and socially-networked consumers have come to expect everything from brands, particularly as regards emotional gratification and engagement. That’s created an environment marked by extraordinarily high levels of emotional expectations.”
Travelocity’s Travelocity Gnome, a quirky (and adorable) gnome figure that is essentially Travelocity’s official mascot, has been tapping into emotions for the brand for years. But loyalty really jumped for Travelocity when the Travelocity Gnome began showing up on social media platforms such as Twitter and Instagram.
In 2013, Travelocity began using the gnome to engage with travelers via the hashtag #IWannaGo. Those who followed the @roaminggnome social media handle and told him where they wanted to go would be entered into a sweepstakes for the trip of their dreams.
Travelocity is now using the gnome’s popular phrase “Go & Smell the Roses” on its social media account. The Travelocity Gnome’s official account is currently using a variety of hashtags to drive engagement. Not only is Travelocity building more interest in the brand, but it could also be inspiring people to travel more in general.
Go & Smell the Roses pic.twitter.com/oBSlVboA6g— Travelocity (@travelocity) March 23, 2015
If you ever buy a tropical island, name it “Mondays” so at least one of us can say we love Mondays. pic.twitter.com/rdzhmkB1vz— Travelocity Gnome (@RoamingGnome) March 16, 2015
Hey, with tweets of engagement like that, it’s no wonder why consumers—and travelers who experience plenty of emotions throughout their journeys—are falling in love with Travelocity.
Perhaps the rest of the online travel space should take note.
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