- Hotel revenue and bookings increased during Taylor Swift's hometown Nashville concert
- Hotels in Super Bowl host cities see revenue boost both last
year and this year
SEATTLE, April 9,
2024 /PRNewswire/ -- Expedia Group has revealed new
data highlighting the impact of its advertising tools in boosting
travel partners' visibility on Expedia Group brands and increasing
partner revenue during popular cultural events.
TravelAds and Flight Sponsored Listings are Expedia Group's
sponsored listings tools, allowing lodging and airline partners to
appear in a premium placement in search results on Expedia Group
brands. Overall, globally, properties running a TravelAds campaign
see 90% more visibility and 120% more bookings versus non-enrolled
properties.1 Company data shows hotels and airlines saw
significant boosts in bookings and revenue during major events last
year when enlisting the help of these tools.
Looking specifically at major cultural events in 2023:
- The ball is in your court: Hotels using TravelAds in the
surrounding area of Wimbledon,
London, saw an average boost in
revenue of almost 30% last summer,2 an event that draws
thousands of spectators each year. Imperial London Hotels used
TravelAds to drive demand, resulting in almost 30% of their total
Expedia-booked room nights during the tournament coming from the
sponsored listing tool.3
- Capturing Tay Tay hysteria: Taylor Swift mania has swept the globe, with
local markets seeing a significant boost in their economies from
her "Eras" Tour, including her homecoming stop in Nashville in May
2023. To capture travelers' attention during this highly
competitive moment, Nashville
hotels that ran TravelAds campaigns for stays during her
Nashville concert saw an average
boost of 5% in both revenue and bookings4
- Racing to glory: When fans of Formula 1 traveled to
Las Vegas, a U.S.-based regional
airline saw an opportunity to promote its Dallas to Las
Vegas route via Flight Sponsored Listings to help harness
Texan demand. The advertising tool drove almost a 30% increase in
revenue5 and contributed to just over 20% of bookings
for flights between November 15-19,
2023.
- Helping hotel partners score a touchdown: During the
2023 Super Bowl, hotels using TravelAds in Phoenix saw an average boost in revenue of
just over 15% over the weekend.6 This year, hotels in
Las Vegas saw an average 5% boost
in revenue during Super Bowl 2024 when enrolled in TravelAds over
that weekend.
The tools can also be leveraged seasonally to boost airline
partners' visibility and to capture important seasonal moments.
Etihad Airways helped American tourists expand their horizons
outside of their typical winter escapes to locations farther from
home in both Abu Dhabi and the
Maldives. Using Flight Sponsored
Listings, Etihad saw bookings from the U.S. to both destination
airports increase by almost 5%, totaling just over a 30% boost in
gross bookings.7
"We've been offering our hotel partners the ability to boost
their visibility on our sites for over 15 years with our
industry-leading TravelAds tool and are now offering our airline
partners the same with Flight Sponsored Listings. There is no doubt
this latest data confirms the effectiveness of these advertising
tools in helping our partners shine in the most competitive of
moments throughout the year," said Jennifer
Andre, VP of Business Development at Expedia Group Media
Solutions. "We're excited to continue working with our partners
during 2024's biggest cultural moments — from the Paris Olympics to
major world music tours — to offer them our full suite of
advertising options and to elevate their listing when they need it
the most."
'Tour Tourism' is set to continue into 2024. According to a
recent Expedia survey, over 40% said they'd travel for a concert as
an excuse to visit a new place.7 When Taylor Swift's 2024 Eras Tour schedule was
announced for Asia and
Australia, travel searches
increased by over 250% year-over-year for the corresponding tour
cities.8 Similarly, when the 2024 European tour
dates were announced, travel searches for May to August 2024 increased by nearly 65% for cities
with corresponding tour stops.9
Advertising partners can maximize their use of these tools to
ensure they're capturing demand when it makes the most sense for
their business:
- Target specific groups to reach specific goals:
TravelAds targeting is based on real-time travel intent and demand
data, helping partners identify the most valuable travelers for
their hotel. Whether it's targeting remote workers for longer stays
or last-minute bookers, Expedia Group works with partners to
understand their unique needs. What's more, with the shift to a
cookieless world, Expedia Group's first-party data means partners
can continue to put their message to the right audience at the
right point in a traveler's journey without the need to revamp ad
campaigns or marketing strategies.
- Take advantage of new features on TravelAds: TravelAds'
newly launched automated bidding removes the guesswork from
campaign setup and keeps partners competitive by dynamically
adjusting their bids based on their market goal preference and
budget. Through the opportunities feature, partners can
access personalized and actionable data-backed opportunities and
insights to help refine their advertising strategy and drive
incremental room nights and revenue.
- Leverage Flight Sponsored Listings: Airlines can drive
ticket sales and promote strategic routes using Expedia Group's
cost-per-click advertising tool. With over 300 million average
monthly searches for flights on Expedia Group sites,11
airlines need to stand out among the competition if they want to
increase brand awareness and overall revenue. With Flight Sponsored
Listings, airlines secure a premium position in search results and
use custom copy to encourage travelers to book.
Find out more about Expedia Group's full portfolio of
advertising solutions for hotels, airlines, destination marketing
organizations, car rentals, cruise and more here.
About Expedia Group
Expedia Group, Inc. brands power travel for everyone, everywhere
through our global platform. Driven by the core belief that travel
is a force for good, we help people experience the world in new
ways and build lasting connections. We provide industry-leading
technology solutions to fuel partner growth and success, while
facilitating memorable experiences for travelers. Our organization
is made up of three pillars: Expedia Brands, housing all our
consumer brands; Expedia Product & Technology, focused on the
group's product and technical strategy and offerings; and Expedia
for Business, consisting of business-to-business solutions and
relationships throughout the travel ecosystem.
Expedia Group's three flagship consumer brands includes:
Expedia®, Hotels.com®, and Vrbo®.
One Key™ is our comprehensive loyalty program that unifies Expedia,
Hotels.com and Vrbo into one simple, flexible travel rewards
experience. To enroll in One Key,
download Expedia, Hotels.com and Vrbo mobile apps for free on iOS
and Android devices. One Key is
currently available in the U.S. and will become available globally
soon.
For more information, visit www.expediagroup.com. Follow us on
Twitter @expediagroup and check out our LinkedIn
www.linkedin.com/company/expedia.
© 2024 Expedia, Inc., an Expedia Group company. All rights
reserved. Trademarks and logos are the property of their respective
owners. CST: 2029030-50
1 1st Party Expedia Group Booking Data. POS Brand:
Expedia Group Global. Dates: July
2021 – July 2022
2 Compared to hotels in the same market not using
TravelAds
3 Stays at Imperial Hotels, London UK, between July
3-16, 2023.
4 Compared to year over year, May
5-7, 2023
5 Compared to non-FSL tickets sold
6 Compared to hotels in the same market not using
TravelAds
7 Flights booked from Oct 1,
2023 – Feb 23, 2024 compared
to Oct 1, 2022 – Feb 23, 2023
8 Expedia Unpack '24 trends report. Research conducted
on behalf of Expedia Brands (Expedia, Hotels.com, Vrbo & Wotif)
by strategic research firm OnePoll. September 12–October 5, 2023,
20,000 respondents across 14 countries
9 For February to March
2024
10 Expedia Group, Traveler Insights Q4 2023
11 According to Expedia Group data
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SOURCE Expedia Group