MeSo conducts a large amount of research and shares these insights with a variety of audiences. How does the data and research inform what you do?
Travel is complex; digital advertising is even more complex! When you put those together, one can easily get lost. It can be hard to know what to do to make a difference whether you’re a marketer or a revenue manager. Whether you’re connecting with audiences on Vrbo or any of the Expedia Group brands, the research and data that we share with advertisers helps them understand travel shopper behavior and help them reach and convert those travel shoppers.
For example, last year we put out a new study on Generation Alpha, exploring how the world’s youngest generation is already impacting family travel trends. As someone with experience in this—I have a one-year-old son—I can attest to how our family has shifted our travel behavior. So, if families with young kids is an audience that a travel advertiser wants to engage, we can look at our data and help them understand where those travel shoppers can be reached and what sort of messaging will catch their attention.
This ties directly into Vrbo—the home rental platform where we recently added advertising. Vrbo is used by a lot of families and groups of friends; in fact, families and groups of friends comprise 67 percent of the Vrbo audience. Our data shows us that Vrbo travelers stay three times longer and spend five times more than other travelers across Expedia Group Brands. These data points, along with other trends, are very important for advertisers to know because it informs how they will reach and engage those audiences.
What is one aspect about our platform or business that drives you?
As travel/media experts and employees of EG, we are all passionate about travel and the role it serves in the world—it allows for human interaction, sharing of ideas, and can push us outside of our comfort zone. My personal passion for travel translates directly into our business; we help our customers and advertisers hit goals and reach the right travel shoppers, yes, but ultimately we are helping those travelers get out and see the world. That makes me happy and keeps me passionate and motivated to do good work.
Want to learn more about the MeSo culture and the individuals who comprise our teams? We’ll continue to feature employees and offer a glimpse inside their roles regularly on our blog. to get reminders in your inbox when we post new insights, research, product features, and employee spotlights.