STA Travel Case Study

Topics: A Great Way to Care, Second Life, STA Travel Pages: 6 (1679 words) Published: March 17, 2014

Case Study 1: STA Travel Island

Table of Contents
Background: STA Travel3
Alternative 1: Second Life3
Alternative 2: Pinterest3
Alternative 3: Marketing to the Alumni3

Background: STA Travel
STA Travel was founded in 1979. They have marketed themselves as the world’s largest student travel organization. Since the time they were founded, they have grown to include several countries in their portfolio. Being very well known in England and Australia, in 2003, they grew to include the United States brand.

Originally, reaching their customers through retail locations, located close to college campuses, the Internet made way for new competition. Competitors included student focused companies as well as Travelocity and Expedia. Not only was this make way for competition, it could also be considered an advantage. Just speaking for the United States, STA Travel couldn’t possibly have a location at every institute and online would expose students that may not attend an institution that was close to an STA Travel. Not to mention, the fact that now so many Universities and Colleges are online. It was predicted that 2007 would produce more online bookings than offline retail bookings. With the rise of the Internet era, STA Travel had to reconsider their consumer approach. With that in mind, they decided to use a single integrated information system and have more responsibility closer to the action. Each major country was responsible for their sales and marketing arms, keeping the company as local as possible.

Keeping a consistent feel with the website, each country was free to design their own marketing campaigns. To me, this is a great concept because each country is the expert for that country and make their own deals. I could never create deals or write about a country that I’m not familiar with nor, have visited. Leaving that to the “professionals” of that country was a brilliant idea. Also, having designed and maintained several websites, it would be more convenient and resource efficient to have each country responsible for their content. This would break the cycle of each country sending their edits to a web developer, whom might have to get them on the site by a certain time. Alternative 1: Second Life

Second Life, was founded in 2003 by a privately held California firm. In this global 3D world, the users first experience of the game would be an orientation, on Orientation Island; where you could create your avatar and get some additional information about the world you’re about to enter. While creating the avatar, the user has the opportunity to be as reserved or creative as they want. The users view is from the back of their avatar, where you can read signs, talk with people, and transport to different islands.

The game is free and can be downloaded from the Second Life website. Members are able to setup businesses. Resulting in many members doing so. This gives other users information about the businesses. Many recognizable brands have setup business within the widely popular game. Advantages

By creating destination islands in the Second Life game, STA Travel is hoping to attract prospective travelers. With millions of users on Second Life, STA Travel would have a large community of prospective clients. They could possibly have advertisements for STA Travel on other islands. Users of Second Life, could tell their friends, family, work colleges about the deals or information that STA Travel has provided online. Second Life gives the business the ability to host events and STA Travel could use that as an opportunity to discuss a deal or to get users involved in what they’re trying to accomplish. The way that Second Life is constructed includes several islands that users can teleport to. STA Travel could setup different islands based on their locations and give users a...
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