American Airlines has tied up with Frommer’s Unlimited, the B2B business of Frommer’s, in order to improve the travel planning experience.
The airline has chosen to work with Frommer’s for destination content on American’s website, AA.com.
With this rollout, AA.com now features travel-related information from Frommer’s for more than 170 domestic and international destinations served by American and American Eagle.
Frommer’s destination information on AA.com includes an exclusive overview of the city, along with recommendations and details about upcoming events in the area.
Select cities feature in-depth content about popular restaurants, shopping, nightlife and other attractions. American Airlines travel deals and other customised information pertaining to each destination are also featured.
Richard Elieson, American’s Managing Director – Interactive Marketing, said not only its customer will be able to learn more about their planned destination, but the airline also hopes that they will be inspired to embark on adventures to other exciting places in the future.
Emotional Engagement
Airlines have been looking at inspiring customers to see cities in a new light via such content.
For instance, Virgin Atlantic has been working on the editorial of its social travel community site, vtravelled.com. The site hopes to inspire users to travel. It will not only be a practical site where users who have already booked can research things to do and places to visit during their trip, but it will also try and encourage users to try out new destinations. The editorial is based around each of Virgin Atlantic’s global destinations. Instead of generic, Google-researched content that many of the other sites have, the vtravelled site chose to have a tone of voice, a personality and writers that the audience can identify with.
“It is about emotional engagement and if you can empathise and see the writer who is creating the content on a particular city trust levels rise exponentially. Virgin Atlantic customers will be encouraged to engage with the site and in doing so they will be rewarded for their contributions,” Tremayne Carew Pole, Publisher and Founder, Hg2 told EyeforTravel.com’s Ritesh Gupta in an interview recently. City guide publisher Hg2 | A Hedonist’s guide has been working with the airline.
