Cayman Islands engaged the travel community during the travel trade’s first Facebook Live training session
OTT and the Cayman Islands Department of Tourism (CIDOT) launched the travel trade’s first ever Facebook Live training session in December 2017, encouraging 1,100 agents to log onto the social media platform at work.
The Facebook Live function allows users to broadcast live video from the social media platform which then appears in users’ news feeds. Those watching the live stream via Facebook could also add their comments and reactions in real time.
The 13-minute live training session was streamed on OTT’s Facebook page which is liked by more than 5,500 followers. The session was timed for 11am – just in time for a morning tea or coffee break - and marketed to OTT’s database of 90,000 UK travel professionals via an eshot which marketed the event as an “excuse to log onto Facebook at work.” The eshot gave an introduction to the live stream, plus joining instructions for the session.
CIDOT Europe Marketing Executive Richard Trasler says: “This was an exciting event for The Cayman Islands Department of Tourism because, as far as we know, it was the very first live stream training session within the travel trade. We were able to engage and interact with travel professionals, right there, right then. What was really exciting was seeing people logging onto Facebook to watch and ask questions. It’s a powerful tool which brings a human touch to the product.”
Read on to find out how OTT helped the Cayman Islands Department of Tourism in Europe to:
- Convey the destination’s unique offering to travel professionals during a 13 minute online presentation
- Achieve a positive reaction to the new training format from participating travel professionals
- Encourage agents to join the conversation using the platform’s interactive functionality - with more than 60 real time comments on the training session from travel professionals
OTT helps convey the Cayman Islands unique offering to travel professionals during a 13 minute online presentation
CIDOT had just launched a five-module online course with OTT, outlining the Cayman Islands offer in more detail. The course also highlighted the benefits to travel professionals of selling the high-end destination. The online course is part of the destination’s ongoing strategy to engage directly with the travel trade.
In addition to the course, the Facebook Live livestream featured a presentation from Richard Trasler, who talked about the travel logistics, activities and scenic highlights of the Cayman Islands and gave an overview of the type of customer which the destination would most appeal to. The live stream was set against a screen backdrop featuring stunning images of the destination.
As well as the immediacy of the livestream session, the video is still available on both OTT and CIDOT’s Facebook pages. Since its upload, it has received 1,100 views. Facebook users who were unable to take part in session itself are still able to view the presentation and travel professionals who watched the livestream can go back through the footage to review or check specific information or details.
OTT helps Cayman Island Department of Tourism to achieve a positive response on the training format from participating travel professionals
Travel professionals who watched the live stream gave a warm reception to the Facebook Live training format. Comments included “a great way to learn,” “loved the training, I’ve just watched it again” and “really informative.”
Senior Account Manager Sarah-Lynne Rand of OTT says: “We had some great comments following the Facebook Live session - not only from the travel professionals who watched and interacted with it in real time, but from other destinations who enjoyed the training format and are looking to do something similar.”
“It’s clear from our research that our community of travel professionals enjoy using and interacting with each other on Facebook. Our live stream with the Cayman Islands Department of Tourism was no exception - we had more than 60 comments and interactions during the session.”
OTT encourages agents to join the conversation using the platform’s interactive functionality - with more than 60 real time comments on the training session from travel professionals
The Cayman Islands Department of Tourism ensured travel professionals taking part in the live stream session would make the most of Facebook’s real time comment functionalities by offering competition prizes. Participants could win goodies including rum, rum cakes and mugs.
Richard Trasler says the session was successful for both CIDOT and the travel professionals who took part. He adds: “We will definitely be using Facebook Live again to sell the Cayman Islands, potentially using it for closely defined objectives, such as promoting our amazing dive offering. Using the OTT platform also means you are reaching the right agents - those who are looking for education and training opportunities.”