The brand aims to highlight that its service is unlike those of other travel websites, which aggregate similar content.
Opodo has hired digital agency Work Club to handle its online marketing, following a four-way pitch.
The revamp will include a refresh of the Opodo website, making its design more engaging and simpler to use. It will embark on a fresh tranche of digital marketing once the site has been refreshed.
A more "consultative" element will be added to the site, using social media to engender a more personal feel. This is intended to bring its user experience in line with the face-to-face service customers receive from high-street travel agents.
Users on the site can already get holiday recommendations and reviews from other users, but Opodo wants to extend this to users' friends on social media platforms to ensure that the information they get comes from a "more trusted source".
Expedia recently partnered Yahoo! to create a co-branded search tool on the latter's site for finding travel deals, one of several moves by Opodo's rivals to gain greater returns from search and social media.
Expedia has also recently announced that it is launching a pan-European social media push for its Hotels.com arm, handled by We Are Social.
Hotels.com bolstered its social media offering with a micro-blogging competition last year.
In May, Lastminute.com launched an online TV channel, featuring a mix of ad campaign material and dedicated content, as part of its strategy to transform itself into a hub for destination information.
According to a report in March by Total Media, holidaymakers are more likely to take advice about where to book their holidays from social media and independent sites such as TripAdvisor than brochures and advertisements.
It revealed that 28% of British holidaymakers are influenced most by their friends' recommendations, while 24% heed family advice above all.
A quarter of the respondents seek out online reviews to help them determine their travel plans, compared with 14% who read online ads, 13% who watch TV travel programmes, 11% who read travel magazines and newspaper supplements, and 9% who respond to TV ads and direct mail.
.jpg)
.jpg)