E-learning content | 2020/2021
Swiss Travel System AG
Swiss Travel System AG (STS) is a marketing company founded by SBB (Swiss Federal Railways), Switzerland Tourism and five Swiss transportation companies in 2011. From its headquarters in Zurich and other offices in Singapore, China, Mumbai and New York, its more than 30 employees market public transport in Switzerland and promote cross-border travel from neighboring countries. The aim of STS AG is to familiarize guests from abroad with the options for travelling around Switzerland by train, bus and boat.
The initial situation
E-learning works: even externally
When most people think of e-learning, they probably think of training for their own employees. However, digital learning content can also be suitable for external target groups if knowledge is to be imparted in a sustainable yet entertaining way. This is also the view of Swiss Travel System AG, which uses a comprehensive learning journey to train its business partners around the world about the Swiss transport system.
STS uses various communication channels aimed directly at travelers. However, the most important interface with the end consumer is the tour operators and their travel professionals around the world, through whom tourists can book, for example, a trip from Zermatt on Europe's highest open-air cogwheel railroad or a boat excursion on Lake Lucerne. The STS markets around 29,000 kilometers of public transport network. That's enough space for countless tourist offers, all of which the travel agents should know about - a mammoth task.
Isabelle Ignacchiti
Head of Marketing Communication
Swiss Travel System AG
„Of course, we would like to travel more and train our business partners in person. But that would involve a huge logistical and financial effort that is simply not realistic. In our eyes, introducing an e-learning program was the only way to get to grips with the training effort.“
The solution
Using storytelling to impart knowledge in a playful way
After exploring the market, STS commissioned youknow to design and produce a comprehensive learning journey that is combined with a competition program. The declared aim of the measure is to build up the skills of the learners so that they gain more confidence in selling the products. The aim is also to spark enthusiasm for Swiss public transport among travel professionals, which will then be transferred to end customers and increase the number of bookings.
After an obligatory starter course for all trainees, the main part of the training follows, which is divided into three levels (Basic, Advanced and Expert). To increase intrinsic motivation, each learner will be able to determine the order of the courses themselves and thus take into account their individual prior knowledge and personal learning speed. Each course ends with a final test, which is rewarded with a bronze, silver or gold award. After passing all three tests, learners have earned the status of "Swiss Travel System Excellence Expert " and receive a corresponding diploma to print out.
When designing the training, great importance was attached to an attractive and playful transfer of knowledge. Therefore, gamification elements - based on "real travel experiences" - play a central role as part of the incentive: at the end of each course, for example, learners have the task of taking a photo, which is placed in a virtual photo album. Over the course of the training, the photo album fills up bit by bit - just like a "real trip" and reminds the learners of their "journey through Switzerland". Points are awarded for each learning content completed, as well as for completing the final tests and for a defined speed factor when completing the tests. Collecting points increases the learner's score and increases the chance of being one of the lucky winners in a quarterly prize draw.
Two protagonists accompany the learners: The adventurous Heidi, always on the lookout for the best panorama; and Peter, who above all appreciates the punctuality and comfort of the world's densest transport network. Heidi and Peter are not only visible in the training courses, but also run like a common thread through the story in all the accompanying materials.
Curious?
Take a look at the training here
Would you like to discover Swiss public transport for yourself? Below you can try out an example of an Advanced level course.
What happens next?
Expansion of content
The training is available in German, English and Chinese (simplified) via a dedicated Landingpage and a Learning Management System connected behind it. The global campaign, which was launched in March 2021, promotes the topics via the press and business partners are initially invited to the training via a B2B newsletter. They can use this to register for the courses themselves.
"We are really excited to see how the program will be received by tour operators, as a campaign of this size is a first for us too. However, we are convinced that the combination of motivating e-learning elements and the competitions will generate many new experts for Swiss public transport. With this innovative presence in the markets, we have found a great way to whet people's appetite for public transport in Switzerland and sustainably increase sales for the sector," says Isabella Ignacchiti.
And the challenge goes even further: from 2022, apprentices will be surprised with further exciting content and motivational elements.
Award
The GPI is also convinced
The GPI (Gesellschaft für Pädagogik, Information und Medien e.V.) is also convinced by the Swiss Travel Excellence Program: In 2021, it presented the Comenius-EduMedia-Award for the 26th time, recognizing outstanding digital educational media for work, education, school, culture and leisure. The international jury of media experts from eight European countries awarded the Comenius EduMedia seal of approval to Heidi and Peter's learning journey.
Maximilian Winnen
Business Development Manager
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