and officially launched today, the Qantas Group has officially made its move into hospitality with a new social commerce and accommodation website, Hooroo.

Unveiled this morning as the airline’s first foray into the online accommodation marketplace, the site serves as the first travel website to integrate social networking and the ability to book a range of accommodation.

Hooroo executive manager Simon Chamberlain said the new portal combines the best technologies with the most innovative marketing approaches to generate success.

“We started out with a vision to shake things up; the way people search and book online accommodation,” Mr Chamberlain said.

“The businesses that are currently in this space haven’t evolved for a number of years and we saw an opportunity to put consumers at the heart of what we were offering.”

Hooroo has realised its objective to become the first company to bring social commerce to online travel.

“Hooroo engages with a community of travellers to uncover the best travel experiences, the inside tips, the local knowledge and combines that with a huge range of accommodation options for your next trip.”

Hooroo connected with with a list of celebrity bloggers, critics and online personalities and invited them to participate in the launch of the new product.

“You’re not going to see a site full of stock imagery or articles that have been posted on 10 other sites when you come to Hooroo,” Mr Chamberlain said.

“Our content reflects our brand and what we’re all about; being a traveller, not a tourist... and ensuring you make the most of your travels.”

The website aims to advocate social discovery and has been designed to be interesting, short form and engaging.

According to Hooroo head of commercial Bruce Fair, travellers need more than just a simple booking agent in today’s constantly changing online environment.

“It’s not just about the destination anymore. It’s about a complete social networking experience; sharing real tips, stories, images, itineraries and a passion for travelling.”

Hooroo is unique in the sense that once inspired to travel by visiting the online space, you’re able to instantly book your stay on the same website.
While remaining a wholly owned subsidiary of Qantas, Hooroo will operate as a stand-alone business.

Tourism Australia chief executive Andrew McEvoy welcomed the Hooroo brand, encouraging the accommodation industry to challenge boundaries and limitations.

“We undoubtedly live in a digital age now, with the internet and social media platforms playing a major role in the way we plan and book our travel. It’s good to see the industry responding so positively to this changing landscape by integrating digital, social media and advocacy into their core marketing and commercial activities.”

Hooroo’s website is now live and daily updates will persist over the next few months as the website grows and develops.