Green Shoots of Travel + Global Recovery Program
Craig shared MMGY’s sentiment studies which indicate that American travelers are increasingly looking to travel, especially domestically by car.
We are seeing the same patterns in our global Expedia Group data as well: As Wendy shared, that initial green shoots have been emerging over the past few weeks as travel searches are increasing in areas around the world.These statistics point to more and more emerging opportunities for advertisers to connect with travelers as they start to at least dream, consider, and even book their next trip.
Doug shared how the right messages, creative and policies are key to that connection: Travelers today are looking for reassurances with hygiene, cleanliness, safety, flexibility, value and deals. Understanding those traveler needs and adjusting creative guidelines, as well as testing and learning as the landscape continues to shift, can help drive positive results whether your goal is awareness, engagement or conversion.
Wendy also spoke about Expedia Group’s newly released recovery program. This global initiative provides a $275 million to a Global Recovery Program that will help the travel industry, supply partners, and destinations rebound from the COVID-19 crisis.
As part of these efforts to help re-ignite travel demand to destinations, we are making $25 million of advertising relief available, which includes products, programs and media value add from Expedia Group brands for our partners. The global program focuses on standalone and co-op campaigns to revive destinations running before the end of January 2021. Destinations and tourism organizations, as well as lodging, transportation, activities partners and other advertisers looking to promote a destination can be eligible for the program by signing up by September 1, 2020. To learn more, connect with your Media Solutions representative or visit our site here.
If you would like to learn more about our webinar series and view any of the on-demand sessions to join critical conversations on travel advertiser response and recovery to the COVID-19 crisis, you can access the schedule and register here.