Case Study: Virgin Holidays achieves 260% increase in online bookings with Stackla

Virgin Holidays Increases Online Bookings 260%

Virgin Holidays, the UK leisure travel brand, refreshed its identity to put real customer experiences at the center of its marketing. Their challenge was to harness user-generated content (UGC) to drive authentic engagement, cut through the noise of crowded promotions (notably Black Friday) and convert social buzz into bookings.

Working with Stackla, Virgin Holidays aggregated and rights-managed customer photos and social posts for campaigns like #SeizeTheHoliday and #RedisTheNewBlack, broadcasting approved UGC on digital billboards, TV and a live website widget that unlocked discounts as tweet volumes rose. The approach more than doubled sales expectations—online bookings rose 260%, passenger numbers were up 64% year-on-year, the Black Friday event generated 6,000+ tweets and a 37% lift in social sentiment, and the TV-driven campaign earned “campaign of the year” recognition.

Virgin Holidays

Claire Cronin

Vice President of Customer and Marketing