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Experiences Drive Australians’ Travel Habits

Shedding light on Australians’ travel habits is the new study commissioned by Expedia, The Wotif Travel Predictions 2017  <https://info.advertising.expedia.com/hubfs/Wotif__Travel_Predictions_2017_FINAL_Research_Report_9-11-20162...-2.pdf> . What the findings show is that the average Australian prefers international travel rather than domestic, and seeks a variety of activities while vacationing. Like other travelers across the globe, Australians want to ‘experience something different.’ Marketing your brand as having diverse and unique experiences can help tap into the Australian travel market.

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Travelocity’s Roaming Gnome Explores Peru with LATAM Airlines

LATAM Airlines, which operates flights to and from Latin America, was looking to secure their position as the trusted airline for South American travel. Though they have flight routes all over Latin America, they narrowed in their sights on Lima, the capital and largest city of Peru, and Cusco, another Peruvian city known for its archaeological remains, to feature as travel destinations.  

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   Ana Paradela, Director Posted on 6/1/17 9:45 AM

 


 

Topics: Best Practices, Airline, Success Stories, Social

Questions of Loyalty: How to Grow Your Base of Loyal Customers in Travel

We all know that acquiring a new customer costs more than nurturing an existing one, which is why developing a loyal base of customers is crucial to many brands. This is especially true in the travel and hospitality space where people are looking for a dependable experience regardless of where in the world they are. In hospitality alone, 37 percent of consumers show a high level of loyalty to the hotel where they stay.

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   Hari Nair, Global Senior Vice President Posted on 5/24/17 10:05 AM

 


 

Topics: Best Practices, Success Stories, Hotel, Loyalty

The Four Keys to Digital Travel Marketing at the Arabian Travel Market Event

This week, our team travelled to Dubai for the annual Arabian Travel Market where we met with our partners, heard from leading voices in the travel space and uncovered the latest trends impacting the travel industry in the Middle East.

We were honored to participate in the event, and to have the opportunity to share on-stage our insights from a recent custom study we commissioned with comScore as well as showcase a few digital advertising campaigns that drove significant results for Middle Eastern partners. As outlined in my presentation, people are increasingly spending time consuming travel content online, which points to the opportunity for brands and destinations to reach and engage travelers through digital media. To do so in a way that resonates with travelers and drives results that impact business growth, there are four keys to a digital media strategy that we recommend, including:

  • Data. With digital marketing, we have unprecedented ability to use data to understand and engage our target audiences, optimize our campaigns and measure results to demonstrate real business impact.
  • Authenticity. In a competitive travel market where brands need to break through the noise, it’s important for travel marketers to focus on what makes their brand or destination unique and authentic.
  • Interactivity. A picture may be worth a thousand words, but it’s often not enough to cut through the clutter and engage with new visitors. Using interactivity helps involve the user and keep the brand top of mind.
  • Partnership. Partnership is a core tenant for our business and industry at large, and a key tool to bring scale to your efforts. Consider the opportunities you have for partnership – whether with your destination marketing organization, industry influencers, online travel agencies, and more – to cast a wider net and reach into consumers where they are online.

We also had the pleasure at the show this year to recognize two of our partners with Expedia Media Solutions EMEA Partner Awards, including the Moroccan National Office of Tourism, which was awarded African Campaign of the Year; and Jumeirah Hotels & Resorts, which was awarded with our Hotel Campaign of the Year!

African Campaign of the Year: Moroccan National Office of Tourism

Building on a successful eight-year relationship with Expedia Media Solutions, the Moroccan National Office of Tourism (ONMT) wanted to implement a campaign that would promote the destination’s new MUCH MOROCCO branding, generate awareness of Morocco's top 10 cities and inspire users to engage with the destination in a fun and interactive way. Targeting users on Expedia sites in the U.K. and U.S., the campaign includes a robust marketing plan, social media amplification and a microsite featuring a customized concierge tool designed to drive visitation throughout Morocco’s top cities. The campaign, which is Expedia Media Solutions’ first Creative Partnership campaign in Africa, has generated nearly 15 million impressions to-date and successfully engaged the target audience, with average time spent on the microsite eclipsing 1:10 in the U.S.

Hotel Campaign of the Year: Jumeirah Hotels & Resorts

Jumeirah Hotels & Resorts has a long-standing relationship with Expedia Media Solutions and has historically utilized display advertising and TravelAds to promote its hotels in the U.S. and U.K. For its most recent campaign, Jumeriah worked with Expedia Media Solutions to promote its eight Dubai properties through a refreshed strategy, which included new placements on Hotels.com EMEA and Arabic, targeting travelers in countries in the Gulf Cooperation Council (GCC). The two-phase seasonal campaign targeted different audiences during Dubai’s peak and off-peak seasons. Phase one targeted travelers from the GCC, as well as those traveling to the Middle East in the Summer. Visiting Dubai during the summer can be very attractive to travelers, due to the typically less expensive flight and hotel prices, which can make luxury properties like Jumeriah more affordable. Phase two targeted travelers from the west, Australia and New Zealand during winter months, as the climate in Dubai is more favorable during that time. The creative and refreshed strategic approach drove room night demand for Jumeriah’s Dubai properties and resulted in a 26:1 return on investment.

To stay up to date on our latest news and research, subscribe to our blog via the form above, and please follow us on Twitter and LinkedIn.  

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From Adventurers to Relaxation Seekers, Travelers Build their Ideal Vacations to Cancun

With its sandy beaches and turquoise waters, Cancun has long been a dream destination for the sun chaser, and often the spring breaker. To show that the destination has so much more to offer for travelers of all types, the Cancun Convention & Visitors Bureau (CVB), the destination marketing organization (DMO) for Cancun, partnered with Expedia Media Solutions to launch an integrated and multi-channel campaign. “Discover Cancun” showcases the cultural, archaeologic and adventurous experiences available to travelers.

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   Ana Paradela, Director Posted on 3/30/17 9:15 AM

 


 

Topics: Best Practices, Success Stories, Destination Marketing

How Destination Marketing Organizations Can Prepare for Crisis

While it’s impossible to predict where and when a natural disaster, virus outbreak or terrorist attack will happen, it’s not impossible to have a strategic plan in place that will empower destination marketing organizations (DMO) to mitigate the impact to local tourism during and after a crisis. Here are a few things to keep in mind.

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Kick-start 2017 with Our Top 5 Best Practices for Digital Travel Marketing

By now, you’ve likely had your fill of New Year’s resolutions. But while some resolutions fade as quickly as the New Year’s Eve fireworks, the start of the year is the ideal time for some thoughtful reflection on your marketing strategy.

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Keeping up with the evolution of social media metrics

Social media measurement has evolved drastically since brands first forayed into Facebook, Twitter and other social platforms. So, has your approach changed too?

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   Laci Bovee, Senior PR and Social Media Manager Posted on 12/1/16 8:12 AM

 


 

Topics: Best Practices, Social

Three Powerful Ways to Captivate Travelers Through Storytelling

A captivating image of a destination is bound to garner a traveler’s interest, and might even be enough to get them to book a trip. In fact, MMGY found that 37% of people make a travel decision based off of images.

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How Our VisitBritain Campaign Curates #OMGB Moments to Inspire Travelers all Year Long

There are so many amazing moments that a traveler can experience in Great Britain throughout the year, which is exactly what VisitBritain, the national tourism agency of the United Kingdom, is looking to raise awareness of by partnering with Expedia. This builds on our previous partnerships, which have spanned more than five years and multiple successful initiatives and award-winning campaigns.

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   Noah Tratt, Global Senior Vice President Posted on 10/12/16 9:00 AM

 


 

Topics: Best Practices, Destination Marketing

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