Tracking consumers online discussions real-time

Collette Vacations has selected Radian6 to track the online buzz around consumers' travel plans and experiences of the destinations they serve.

Published: 05 Feb 2008

Collette Vacations has selected Radian6 to track the online buzz around consumers' travel plans and experiences of the destinations they serve.

Collette will also be able to analyse consumer trends within the escorted travel industry using the Radian6 social media monitoring solution, which tracks and analyses all forms of social media, including blog sites, top video-sharing sites, opinion review forums, photo-sharing sites and micro-blogging platforms.

"As one of the oldest tour operators in the United States we have always relied on word-of-mouth and feedback from our customers to ensure we deliver the highest quality, best value and exceptional service to our family of travelers, every single time. Now with the increasing use of social media by consumers, staying on top of what's being said about our services online was just a natural next step," said Diane Gorine, marketing manager, Collette Vacations.

"A large percentage of vacationers now plan their vacations and look to reviews and commentary from previous travelers to the same destination or with the same tour company," said Radian6 CEO Marcel LeBrun. "Not only will Collette Vacations be able to follow the various discussions in real-time as discovered but they can select to engage with travelers by offering advice, tips and clarification as needed."

In addition, Collette Vacations will be able to uncover which sites are the most influential with regard to vacation recommendations and reviews. By using this insight, Collette will know the ideal sites in which to form advertising and promotional partnerships.

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