Case Study: Virgin Holidays achieves award-winning content discovery and higher engagement with Brandwatch

Bringing award winning innovative content discovery to the travel industry

Virgin Holidays, known for its innovation and customer-first “magic touches,” set out to improve its content strategy after a content audit showed the brand — like many UK tour operators — was largely telling customers what to do rather than showing what’s trending. The marketing team wanted a disruptive, more authentic way to guide the customer journey and turned to Brandwatch to help surface real consumer interest.

Together with data agency Forward3D and Brandwatch’s AI-powered insights, Virgin launched the Trending Travel Guide — the world’s first socially‑aggregated travel guide that pulls the best imagery and trends from social conversation (over 111,000 posts analysed). The guide drove stronger engagement (visitors view 14.75% more pages and sessions last 75.29% longer than legacy content), won a Drum Award, boosted long‑tail organic rankings, and is now a permanent, expanding part of Virgin Holidays’ marketing mix.

Virgin Holidays

James Libor

Lead, Media, Digital and Brand Partnerships