We use our proprietary first-party data and insights to help our partners inspire and engage travelers, while also driving demand and delivering impactful results. To further understand consumer behaviors online, how people consume travel content, and how they make booking decisions, we often enhance our internal insights with custom research. Generation Z is an audience that all of us should be paying attention to today, as they will soon be the largest generation in many markets, and they are quickly gaining financial independence and asserting their spending power. This signifies a powerful opportunity for marketers around the world to get in front of this growing audience and understand their purchase behaviors.
Even better news? Gen Z are prioritizing travel, and they are more open to inspiration and information than other generations. To help marketers engage with this valuable audience, Jennifer Andre shared generational excerpts from our recent Multi-National Travel Trend Study. Check out some Gen Z highlights below, and make sure to download the full Younger Generations study
We share these insights with partners in the industry to not only help inform and improve the broader travel ecosystem online, but also inform our own product development to better serve our partners through strategic, data-driven solutions. Tammy Snow, director of user research at Expedia Group and Christine Walker Scarce shared a product overview, including a spotlight on some of our leading solutions, and how we work with marketers of all sizes to develop campaigns that help them engage with consumers throughout the travel shopping journey.
Did you know? In 2018, Expedia Group Media Solutions executed more than 40,000 campaigns and collaborated with nearly 32,000 marketing partners.
We showcased some of this great work during the Insights Summit and co-presented partner case studies to illustrate how Expedia Group Media Solutions helped Instituto Guatemalteco de Turismo (INGUAT) and G6 Hospitality achieve their marketing objectives, including driving passenger demand and room night demand.
To close out the Insights Summit, we welcomed top marketing talent from across Expedia Group to highlight how marketing partners can tap into our global platform of travel brands and vast global audience. Josh Belkin, global vice president at Hotels.com brand, Andrea Nino, head of creative agency for Travelocity brand, Orbitz brand, CheapTickets brand, Wotif brand and ebookers brand, Ramses Meijer, general manager of Orbitz brand and CheapTickets brand, and Vic Walia, global vice president of marketing for Brand Expedia shared how they attract, retain, and delight travel shoppers around the world. The marketing leaders then came together for a discussion on the future of travel marketing, moderated by our own Hari Nair. The conversation covered the latest trends, technologies, and reporting capabilities that are shaping the future of travel marketing.
Finally, congratulations to our marketing partner Brand USA for winning an Expedia Group EPIC award, which recognizes partners for demonstrating engagement, partnership, innovation and collaboration. Learn more about our Partner Award winners and 10 additional award recipients in our recent blog post, 2018 North America and Latin America Partner Awards at the Annual Expedia Group Partner Conference.