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Accelerating Digital Transformation – rethink how to connect with travelers / shoppers and prepare your business for what’s ahead — stay current with travel attitudes, shopping behaviors, and influences around the world.
Success takes partnerships, collaboration and a unified approach with all stakeholders across the ecosystem – from lodging providers to destination marketing organizations (like Convention and Visitor Tourism Authorities) and attraction providers – and this is especially true for Las Vegas.
Reach thousands if not millions of potential customers — by accessing the aggregated Marketing traffic — that huge Advertising Platforms you can connect into are already receiving (ex. Expedia). Achieving higher Website click through rates could improve using premium high placement Ads for increased conversion monetization.
Experiential travel is growing. Local and authentic experiences like Culinary travel will continue to rise, largely thanks to Instagram: Food is an inherently social and emotional experience, making it an important pillar in experience-based travel. Whether stomping wine grapes, seeking out the best dim sum or exploring the incredibly market places.
Travelers are eager for cultural experiences — “Insiders” will help travelers live like locals: Getting the authentic version of a place — navigation assistance into unknown neighborhoods — will be of growing importance. They want to know where the hidden gems are, and they want to connect with the local culture and people. Offering insider tours — provide off-the-beaten-path recommendations and share personal stories.
Gen Z has officially entered the workforce, and like the millennials that came before them, they’re likely to want to blend their business trips with their leisure travel now called “Beisure” Travel. “More than 60 percent of business trips were extended to include leisure time per Expedia.
Disclosure: We are an Expedia Media Platform Partner. We have a signed contract for Hotels and Adventure Travel (Leisure Entertainment). Expedia Group is one of the largest of the three Online Travel Agencies (OTAs) in the world … with Booking.com
We also love Booking.com, Google Travel + Shopping and Airbnb. That’s a formidable sophisticated Marketing Team! Gain marketing reach and traffic that you cannot replicate on your own. Order fulfilment — credit card processing and fraud protection — infrastructure is another reason to team up.
It certainly doesn’t mean we have issues with Amazon or Shopify, Big Commerce … etc. We don’t have any more people right now with the expertise and bandwidth to run those Platforms too … yet. We had to prioritize when we started.
Expedia has millions of searches every-single-day on their global network of Web properties — Websites ! — from online digital companies that they have acquired; like Travelocity or Cheap Tickets and Hotels.com. More than 200 branded sites in 75 countries and 35 languages, with a total of more than 144 million monthly unique visitors worldwide.
And they were early in the game to have -both- responsive Mobile Web pages and Mobile Optimized Web Apps (downloaded from Apple or Google for example); which offer a more personalized online experience when In-App. They also gave an extensive commitment, technological and behavioral foundation that focuses on the on-the-fly Mobile customer — which flips through multiple device types in their shopping journey to make a choice. You need to be there — across Social, Mobile, Apps and Display to keep up with the customer — researching, planning, and booking– it’s daunting without a Partner.
They have an enormous Travel, Adventure and Leisure Entertainment customer base online with leading travel e-commerce brands. They would like to share it with you! IF you sign a Marketing contract with them for your Hotel or Adventure Travel Destinations company.
Digital Media consultants stitch together their — Insight Into the Intersection of Travel, Technology & Marketing — to successfully guide you through the methods to best engage, influence, and convert your target travel audience. For example there are many ways to Reach Digital Audiences on the Web.
- Display Ads: Reach a target audience across a network or Websites with sophisticated targeting capabilities. Entice relevant shoppers across their shopping journey. Interactive Advertising Bureau (IAB) Ad placement standards and options in the interactive marketing and advertising industry that span across global networks of Web Sites to help partners effectively inspire, influence, or convert the ideal shopper (travel and entertainment). Offering custom ad sizes that allow you to integrate your branded message and creative within the site experience. Allow you to integrate your brand throughout an entire page
- Responsive (e.g Mobile or Tablet): relevant and visually optimized placements. Premium Ad placement alongside search results in addition to your organic listing–increasing your exposure, building brand awareness and maximizing your opportunity to convert.
- Expedia Brands: Portfolio (Hotels.com, Travelocity, VRBO, Hotwire, Orbitz, Cheap Tickets. Expedia, eBookers)
- Sponsored: combine display advertising with custom landing pages to enable multiple advertisers to extend their marketing spend together.
- Co-Op Campaigns: Partner with other Brands in a collective advertising effort; driving towards shared marketing goals. Combined purchasing power creates an even bigger impact. Better Together !
- Travel Ads: Ability to build sponsored listings within targeted and premium placement within a Search Result.
- Creative Partnerships: Idea center. Think! Fill slower seasons, weekdays, and last-minute occupancy demands.
- Sponsored Listings: Standing Out in a Saturated Market
- Pay-Per-Click Advertising: Starting at appx ~$0.25 per click, set your cost-per-click (CPC) and Daily Budget to a number you’re comfortable with to gauge how Travel Ads Sponsored Listings can help you reach your hotel advertising goals. You can make adjustments at any time, and you’ll only get charged when a customer clicks on your sponsored listing. Get Max Exposure.
- Audience Extensions: Stay in front of the potential customer and engage them as they leave the site or Web network. Look-Alike audiences or second-time-arounders are a great examples of targets.
- Social Media Integration: Create an ongoing dialogue with an audience about your Product, Brand or Destination; whether it be on your Website, In App Messaging or Social pages.
- Premium Landing Pages:
- Articles – Key Experiences – Itineraries – Stories – Galleries – Videos
- eMail Marketing:
- Data Insights: provide marketing partners with proprietary data, strategic insights, precise targeting, full funnel advertising solutions, and robust reporting to engage and convert traveler shoppers.
- Audience Building: Billions of data points of First Party (and Travel Intent) data to build sophisticated behavioral targets. Audience segmentation that can be highly customized, advertisers can reach the right consumer with the right message at the right time. Targeting by country of origin, booking windows, and more — allows for customized ad copy to show off unique selling points. First party travel intent and booking data powers effective, travel-focused audience targeting on our collection of branded Website sites utilizing Travel Geography, Trip Details, Device Based, Airline Attributions, Hotel Attributions, Car/Cruise Attributions.
- Business Travel Opportunity: Egencia
- https://www.egencia.com/en/webinar-digital-transformation-corporate-travel
- VRBO: per Skiff – “Travelers want to stay in a short-term rental that they can wipe down, and don’t need to share with any strangers. They want to travel in their own car or a rented car instead of flying, and they want to avoid densely populated urban centers that used to be the epicenters of the pandemic.” Vrbo’s own internal research found that 65 percent of its users travel to their rentals by car, while only 35 percent fly.Short-term rental sites such as Vrbo are seeing stronger traffic than their peers in the traditional hotel space due to the “recent phenomenon of families temporarily leaving their homes in dense cities, where the coronavirus outbreak is worse and where home confinement in a small apartment is more restricting, to temporarily relocate to less-crowded suburban or rural destinations.”
Ever wonder how to execute large scale Advertising and Marketing Programs on the Top 10 Travel and Entertainment Websites ?
Expedia has a large global Travel + Entertainment Discovery Platform — which leverage their Affiliates properties and services — to promote and advertise unique innovative offerings through their Marketing Platform (software) to distinct audiences. Another example would be Facebook Commerce Platform and/or Google Ads.
Expedia Group Media Solutions is the World’s Travel Advertising Platform. Engage Your Target Audience with solutions ranging from innovative platforms like virtual reality to proven media products that deliver results, such as: native, rich media, social, and email marketing.
Solutions products are optimizing to engage defined target audience across devices and channels.
Marketing Partners get the latest insights, data, and traveler trends that will help reach and convert today’s travelers
Advertising solutions platforms help you reach and engage the right audience at the right time with the right message.
Connect – Engage – Convert
- Deliver your message at every stage of the consumer journey to achieve your objectives.
- Explore the variety of digital marketing solutions that comprise our high impact campaigns.
- Harness billions of travel booking data points to inform how you reach highly engaged travel shoppers.
Offers Online Marketing Partners access to the world’s travel advertising platform, powered by the most robust first-party data in the industry. Our team of digital marketing experts equip advertising partners with everything they need to connect, engage, and convert travelers worldwide.
Get the latest insights, data, and traveler trends that will help you reach and convert today’s travelers
https://advertising.expedia.com/solutions/
Expedia Advertising Solutions: Connect brands with travelers — throughout the customer journey — by bringing your brand to life through our custom set of digital media solutions – ultimately helping you reach your marketing objectives.
“Engagement and awareness advertising are incredibly important and will pay dividends in the long term.” (Expedia)
Trips – Places To Stay – How To Get Around
GEN Z wants Experiences! Not Rooms.
When you run a TravelAds campaign, you will reach customers at the most influential point of the purchase cycle. Consumers who see TravelAds listings already know their travel dates and destination and are therefore close to converting. Additionally, your ad only shows when you have availability. There is no wasted exposure, and you only pay for the clicks you receive.
Consumer Profiling: Data partners power effective behavioral and demographic audience targeting using:
- Credit Card Audience
Brand Affinity
In-Market
Avid Traveler
Household with kids
Household Incomes
Age / Gender
Interest
Education
Professional Status
augmented reality (AR) and virtual reality (VR) technologies.
With a try-before-you-buy approach, virtual tours using these technologies can make far-flung or negatively perceived destinations less intimidating. They can also enhance the travel experience by supplementing a walk with tidbits from local experts or enhancing a museum experience. These technologies will undoubtedly continue to impact the travel world.
BRANDED EXPERIENCES BUZZ
Newspapers have the customer base — but are in decline ! — these businesses continues to struggle through an evolution in the digital era; all while the Travel Industry is thriving and demand grows for tours and activities. So. The New York Times is Teaming with the Travel Industry for starters — making the Publisher cooler and more relevant ! The partnership is the latest in a trend of branded experiences as more publishers and travel brands want a piece of the sizzling global tours and activities sector. All tours are hands-on, include interactions with locals, and have a behind-the-scenes element, and will be limited to 12 people. “Maybe the Times can tap an audience they don’t have at the moment that will change the viewpoint of the Times.”
Urban Adventures has free cancellation within 48 hours of a tour, which it will also offer on City Tours. “We have last-minute availability and you have to say yes to everyone and run the product when the customer wants to go.” … everyone is increasingly looking to stay relevant for different aspects of travelers’ lives and the launch of City Tours gives it a new opportunity to make its journalism come alive … keeps its content more exclusive and exciting.
The team is adding Day Tours to Grab Piece of Booming Tours and Activities Sector. Urban Adventures, founded in 2010 and part of Intrepid Travel, said business is up 65 percent year-to-date. The company has more than 1,000 tours in 170 destinations worldwide. “We have our APIs plugged in everywhere,” said Tony Carne, managing director of Urban Adventures. “The plan [with City Tours] is to take the product through a multi-distribution framework.” City Tours: explore cities alongside local guides who live there, with little planning and without having to dig deep into their travel budget.
Times Journeys and Urban Adventures’ sites, but if someone clicks on a tour on Times Journeys they’re taken to Urban Adventures to complete the booking. Tours will be offered multiple days a week and multiple times a day, and Hanson anticipates that the majority of bookings will occur within 48 hours of a tour.
