Expedia Group has revealed new knowledge highlighting the influence of its promoting instruments in boosting journey companions’ visibility on Expedia Group manufacturers and growing accomplice income throughout standard cultural occasions.
TravelAds and Flight Sponsored Listings are Expedia Group’s sponsored listings instruments, permitting lodging and airline companions to look in a premium placement alongside search outcomes on Expedia Group manufacturers. Total, globally, properties working a TravelAds marketing campaign see 90% extra visibility and 120% extra bookings versus non-enrolled properties.1 Firm knowledge reveals lodges and airways noticed important boosts in bookings and income throughout main occasions final 12 months when enlisting the assistance of those instruments.
Wanting particularly at main cultural occasions in 2023:
- The ball is in your courtroom: lodges utilizing TravelAds within the surrounding space of Wimbledon, London, noticed a mean enhance of just about 30% final summer season—2an occasion that attracts 1000’s of spectators annually. Imperial London Resorts used TravelAds to drive demand, leading to virtually 30% of their complete Expedia-booked room nights in the course of the event coming from the sponsored itemizing software.3
- Capturing Tay Tay hysteria: Taylor Swift mania has swept the globe, with native markets seeing a major enhance of their economies from her Eras Tour, together with her homecoming cease in Nashville in Could 2023. To seize travellers’ consideration throughout this extremely aggressive second, Nashville lodges who ran TravelAds campaigns for stays throughout her Nashville live performance noticed a mean enhance of 5% in each income and bookings.
- Racing to glory: when followers of System 1 travelled to Las Vegas, a US-based regional airline noticed a chance to advertise its Dallas to Las Vegas route by way of Flight Sponsored Listings to assist harness Texan demand. The promoting software drove virtually a 30% enhance in revenue4 and contributed to only over 20% of bookings for flights between 15 and 19 November 2023.
- Serving to lodge companions rating a landing: in the course of the 2023 Tremendous Bowl, lodges utilizing TravelAds in Phoenix noticed a mean enhance in income of simply over 15% over the weekend.5 This 12 months, lodges in Las Vegas noticed a mean 5% enhance in income throughout Tremendous Bowl 2024 when enrolled in TravelAds over that weekend.
The instruments can be leveraged seasonally to spice up airline companions’ visibility and to seize essential seasonal moments. Etihad Airways helped American vacationers develop their horizons exterior of their typical winter escapes to places farther from residence in each Abu Dhabi and the Maldives. Utilizing Flight Sponsored Listings, Etihad noticed bookings from the US to each vacation spot airports enhance by virtually 5%, totalling simply over a 30% enhance in gross bookings.6
‘We’ve been providing our lodge companions the flexibility to spice up their visibility on our websites for over 15 years with our industry-leading TravelAds software, and are actually providing our airline companions the identical with Flight Sponsored Listings. There is no such thing as a doubt this newest knowledge confirms the effectiveness of those promoting instruments in serving to our companions shine in essentially the most aggressive of moments all year long’, stated Jennifer Andre, VP of Enterprise Improvement at Expedia Group Media Options. ‘We’re excited to proceed working with our companions throughout 2024’s greatest cultural moments—from the Paris Olympics to main world music excursions—to supply them our full suite of promoting choices and to raise their itemizing after they want it essentially the most’.
‘Tour Tourism’ is ready to proceed into 2024. In keeping with a current Expedia survey, over 40% stated they’d journey for a live performance as an excuse to go to a brand new place.7 When Taylor Swift’s 2024 Eras Tour schedule was introduced for Asia and Australia, journey searches elevated by over 250% 12 months over 12 months for the corresponding tour cities.8 Equally, when the 2024 European tour dates have been introduced, journey searches for Could to August 2024 elevated by practically 65% for cities with corresponding tour stops.9
Promoting companions can maximise their use of those instruments to make sure they’re capturing demand when it makes essentially the most sense for his or her enterprise:
- Goal particular teams to succeed in particular objectives: TravelAds concentrating on is predicated on real-time journey intent and demand knowledge, serving to companions determine essentially the most priceless travellers for his or her lodge. Whether or not it’s concentrating on distant staff for longer stays or last-minute bookers, Expedia Group works with companions to know their distinctive wants. What’s extra, with the shift to a cookieless world, Expedia Group’s first-party knowledge means companions can proceed to place their message to the correct viewers on the proper level in a traveller’s journey with out the necessity to revamp advert campaigns or advertising and marketing methods.
- Reap the benefits of new options on TravelAds: TravelAds’ newly launched automated bidding removes the guesswork from marketing campaign set-up and retains companions aggressive by dynamically adjusting their bids primarily based on their market purpose desire and price range. By the alternatives function, companions can entry personalised and actionable data-backed alternatives and insights to assist refine their promoting technique and drive incremental room nights and income.
- Leverage Flight Sponsored Listings: airways can drive ticket gross sales and promote strategic routes utilizing Expedia Group’s cost-per-click promoting software. With over 300 million common month-to-month searches for flights on Expedia Group websites, airways want to face out among the many competitors in the event that they wish to enhance model consciousness and general income. With Flight Sponsored Listings, airways safe a premium place in search outcomes and use customized copy to encourage travellers to guide.
