Expedia's customer-generated blog gaining traction

Share this content:

Expedia's test of using a customer-generated blog to drive search traffic is off to a strong start, according to the travel website's head of database marketing.

Weeks after launching the site, the blog is drawing more contributions than expected from travelers who are linking it to other social media, said Ami Packard, director of database marketing strategy and new initiatives. Travelers began sending their trip accounts minutes after receiving an invitation e-mail, and "they wrote novels," said Packard.

It's too soon to gauge click through rates or traffic totals, but the blog appears to be driving traffic, she told a panel during Digital Media Days in New York. About half the posts mention Expedia and nearly all mention hotel names, which link to those hotels' pages on Expedia, she noted.

"It's obviously getting people to share ... it's also an opportunity to gather data about customers," said Packard, "That information is invaluable." The blog is tracking where readers click through from the blog page, as well as its search-related traffic, she said. 

Expedia worked with Compendium Blogware to build the blog, www.stories.expedia.com. A list of travelers who had returned from trips to Hawaii in the previous two weeks received an e-mail directing them to a landing page to share their stories. Once the tales were accepted for the blog, the contributors received an e-mail announcing their page was live and directing them to share it with their friends.

Currently, the blog is focused on travel to Hawaii. Packard said she is waiting until after the summer -- the busiest travel season of the year -- to gauge its performance. She hopes to expand it to Expedia's top 25 destinations after the test, she said.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above