STA Travel Strengthens Brand with
Multiple Country Sites
         STA Travel is a world leader specializing in student tra...
                                                                                Part of STA Travel’s business str...
Pulling content from a licensed system            only top quality content. Now STA Travel can
known as “Off Exploring” en...
RedDot have equipped us to be far more agile,
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Case Study Sta Travel 02 2009


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STA Travel maximise Open Text Web Solutions to generate 75% of their entire revenue, online

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Case Study Sta Travel 02 2009

  1. 1. STA Travel Strengthens Brand with Multiple Country Sites STA Travel is a world leader specializing in student travel, serving approximately six million customers spread across 90 countries and employing more than 2000 people worldwide. A firm believer in quickly delivering a variety of travel products, services and advice through a mix of channels, the company has more than 350 retail branches located around the world. About STA Travel Challenge As the world‘s largest student travel Over 80 percent of customers begin their organization, the STA Travel Web site is an relationship with STA Travel on the internet. important communication tool for engaging As a result, the STA Travel web site is a vitally potential clients. Enriching and broadening important component to its marketing strategy the customer experience by providing and gaining new business. convenient and serviceable access to multiple travel products, commodities and services is a quot;Typically, STA Travel customers are looking necessary top priority for STA Travel. to enrich their travel experiences through online access to relevant products, services With 16 different web sites around the world, and advice at anytime, from anywhere STA Travel wanted to find a cost-effective in the world,quot; says Peter Liney, Chief way of ensuring a consistent, agreeable and Operating Officer at STA Travel. quot;By providing homogenous, global Web presence for young, innovative new facilities such as access to dynamic and knowledgeable individuals. user generated travel logs and personal recommendations, we can greatly increase the appeal of our sites.quot;
  2. 2. Solution Part of STA Travel’s business strategy was formulated to develop and implement a Global E-commerce Technology Strategy that would make expeditious deployment and control across multiple Web sites possible, while still offering the flexibility and adaptability to tailor local content to local needs and demands. RedDot was chosen as the Content Management System that would support the Global E-commerce Technology Strategy for STA Travel‘s web solution. One factor that attracted STA Travel to RedDot was its short training time for Webmasters and editors who would be managing and posting content to the site through the intuitive user RedDot has given us consistency across multiple global web sites interface of the RedDot Content Management guranteeing a good experience to everyone Systems. With RedDot, STA Travel was able to meet a highly aggressive and limiting deadline with its due date arriving in less than However, all of STA Travel’s 16 Web sites 6 months for the initial project launch. operated independently, creating an inconsistent brand and user experience when To ensure that content was consistent customers visited the site. Also, functionality globally, STA Travel used RedDot’s strong differed from site to site and providing and easy to use localization capabilities for cutting-edge technology at its global facilities creating different language variants while for its young, tech savvy audience proved ensuring that the global appearance was kept. costly. Local offices are automatically notified when “RedDot’s CMS has some new texts need to be translated and added to the local versions of the STA Travel website. really good features like the Translation Editor.” Craig Hepburn, Global Webmaster at STA Travel says. “RedDot’s CMS has some really good features like the Translation Editor. This Centrally controlling the content for all sites ensures global consistency by enabling us to was also a challenge, especially for keeping create English language content centrally that current in all languages with information that editors around the world can then localize.” changed daily or even on an hourly basis, such as industry news, travel deals, top For delivering contextualized content to offers, discounts and flight availability. visitors, STA Travel has been able to integrate dynamic content from other relevant web sites such as “Lonely Planet” and “What’s on When” into its own site, providing a one-stop destination for comprehensive, all-embracing information and advice on travel locations. STA Travel
  3. 3. Pulling content from a licensed system only top quality content. Now STA Travel can known as “Off Exploring” enables STA provide the same value and serviceableness Travel Web visitors to create their own user to all customers, regardless of location or profiles and web sites and read other visitor market presence in a particular country. travel journals. They can even get their own The customer experience has been experiences printed in the form of a booklet. elevated compared to how it was before the Keeping friends and family updated about implementation of the new website. their trip was never before this simple. Results Throughout the implementation, STA was very pleased with the level of service it received from RedDot. “The team at RedDot were very helpful when we needed some features that were not already included in the content management system. For example, the import and export of shared content was added to the product at our request,” says Hepburn. STA Travel initially launched new sites in the UK, Australia and the United States. They plan on executing a site rollout for 13 RedDot enables intuitive use of the site and enables the user to quickly additional countries soon. quot;We don‘t have a find the informations they are looking for. large in-house team to help with the rollout,quot; says Hepburn. quot;But the way RedDot CMS is designed makes it easy. We create one master Hepburn says: “With our controlled template project and rollout to the various countries, environment developed by IBM and the removing the need to recreate the whole workflow processes included in RedDot’s set-up every time. This saved us two to three CMS, we feel comfortable letting non-technical months of development work.quot; people manage site content. The staff loves quot;The way RedDot CMS is it – it gives them far more control and offers a competitive advantage.” RedDot’s CMS has designed makes it easy.quot; also helped STA Travel improve navigation on its sites. Hepburn, explains: “Navigation is more intuitive now and based on how Since RedDot allows STA to control content travellers typically approach a trip.” from a centralized source, any template changes are implemented and materialized Liney states, “The survival of STA Travel across the sites within minutes, thus saving depends on having a successful online STA staff members up to two weeks of manual presence – it keeps us relevant. Our new labor. solution is meeting all our required business objectives such as revenue generation, As a result, customers are able to log into improved online sales conversion rates and their STA profile and view a consistent, increased referral income. Crucially, IBM and homogeneous and flawless brand providing STA Travel Strengthens Brand with Multiple Country Sites
  4. 4. RedDot have equipped us to be far more agile, STA Travel‘s developers are based in Germany. It was a real keeping up with the latest online trends to help that both RedDot and IBM could provide technical benefit our business.” resources in Germany. It meant that STA Travel received help and guidance on the spot and this contributed to meeting Since the implementation of the RedDot the tight deadlines. Content Management System around 20 per cent more product offerings could be uploaded to the STA Travels Website. > Saskia Gaubig, IBM Senior Consultant on the GETS project With RedDot, STA Travel’s Web sites have enabled them to: Easily manage and publish content to the Web, responding quickly to industry chan- Improve employee productivity by elimina- ges and travel updates ting bottlenecks and better allocating staff Satisfy customers by providing them with and IT resources quality products, travel expertise and Increase cross training and knowledge sha- excellent service, no matter where they are ring among employees located About RedDot, The Open Text Web Solutions Group Open Text Corporation is the largest independent provider of Enterprise Content Management software and solutions. For more information about Open Text, please visit: Open Text Web Solutions Group with more than a decade of experience in Web Content Management (WCM), provides Web-Centric ECM solutions to create, manage and deliver the content that drives business. Open Text content management and delivery solutions are recognised throughout the industry for their legendary ease of use and feature leading multilingual support; enterprise Web 2.0 capabilities; content integration; and contextualised delivery. From midmarket to enterprise, more than 2,600 clients around the world rely on Open Text Web Solutions to create, manage and deliver personalised Web experiences for their Intranets, Extranets and Web sites. For more information about The Open Text Web Solutions Group, please visit: Americas Tel: + 1 866 REDDOTS DDL: +1 212 425 3988 Europe Germany Tel: +49 441 935 78 0 UK Tel: +44 118 936 06 80 Asia Pacific Tel: +61 2 9925 1100 ©2008 Open Text Corporation. All Rights Reserved. Reproduction in whole or in part in any form or medium without express written permission is prohibited. RedDot, the RedDot logo and RedDot Web Solutions Suite are registered trademarks. Other trademarks contained herein are the property of their respective owners. INTL 2008-04