Flight Centre emerges as social butterfly

Flight Centre has underlined the importance of innovating in the digital space as it committed to being at the forefront of developments in social media in the coming years.

The agency group has so far focused on encouraging user-generated content with its #openmyworld hashtag, with the resulting stories and images then shared via its Facebook and Instagram platforms.

Video is also a major focus, according to Darren Wright, Flight Centre general manager of customer experience who added the company is “dabbling” in newer platforms such as Periscope and Stellar.

“We were among the first to participate in new developments with Instagram and Facebook and are involved in the conversation with these channels on what innovative campaigns while capitalising on new media channels,” he told Travel Weekly.

“We also maintain an agile approach to our social media strategy so that we can respond to platform changes easily and implement our own innovative campaigns while capitalising on new media channels.”

At present, Flight Centre uses a “top-down” strategy which is designed to fit in with its overall business goals. These are then “filtered through” to conversations relevant to the desired audience and managed centrally at head office.

But it is looking at ways individual consultants can become more involved.

“People use social media to be inspired, stay in touch with friends and family, to plan a trip and even purchase, so it’s important that Flight Centre is part of this social media journey with the customer,” Wright continued. “Our goal is to inspire, inform and engage our audience by giving them the travel content that suits their needs and wants.”

He hinted at a few other ideas in the pipeline, with the world warned to “watch this space.”

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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