STA Travel Case Study

History/Situation: STA Travel is a subsidiary of a privately held company, Diethelm Keller Holding LTD, marketing as "the world's largest student travel organization helping students travel in over 90 countries". Historically, STA utilized retail travel agencies located near or on college campuses; however the Internet has introduced new online competitors. The internet is predicted to account for more bookings than offline alternatives. In response to STA’s global customer base, STA delegated the responsibility to the local level while using an integrated information system to provide global support and solutions. STA’s philosophy is “local as possible, global as necessary”. STA launched a business strategy, One Company, to align business operations with customer needs across the world. In support of this global standardization emerged BLUEe, a unified sales and booking system supporting every STA point of purchase backed by a single network, infrastructure, finance and reporting system.
STA’s North American division developed STATRAVEL193.COM, an interactive website with video reports from STA customers about travel destinations. They also were the first to explore the Second Life (SL) marketing tool. STA’s Global Webmaster, Craig Hepburn, also welcomed the SL idea however he knew it would be a tough sell to marketing departments in other countries.
STA had a two prong approach to utilize SL. One was to hold a movie making competition among SL residents which would highlight their virtual worlds. STA could then use the best of the videos to provide the services to the SL world as they do in the real world. The second element evolved into creating a separate orientation landing where new comers would be provided basic orientation information and then STA would lead them to exciting places in SL providing another opportunity to provide the services currently provided in the real world. Matt Nixon, Director of E-Commerce, STA Travels North