2023-09-22 04:12:56
THEY TAKE ADVANTAGE OF INFORMATION FROM TRAVELERS
RR | Miami | September 21, 2023 Leave a comment
RELATED TOPICS: Airbnb, Booking, Expedia, Kayak, TripAdvisor
Kayak and Tripadvisor created internal advertising agencies dedicated to supporting advertisers with effective campaigns, which has been successful due to their knowledge of travelers, who have become a key audience for the brands.
Brands that manage their internal agencies not only have to do with destinations, hotels, airlines and also with clothing brands and communications providers.
Tripadvisor launched Wanderlab which is dedicated to marketing, innovation and creative content. For its part, Kayak launched Kayak Media in 2021, also aimed at supporting the work of traditional advertisers.
Askov Christoffersen of Kayak Media noted that it is a creative content solution from the search engine to the advertisers, offering integrated campaigns to help brands effectively connect with travelers throughout the trip planning process.
Tripadvisor with Wanderlab can transform global knowledge into brand stories that reach more than 400 million travelers, the company indicated, as reported by Phocuswire.
Meanwhile, the platforms Booking, Expedia and Airbnb have increased investment in marketing to diversify their channels seeking efficiency and optimization, as reported. REPORTUR.us. (Booking, Expedia and Airbnb increase their marketing to diversify channels).
In the case of Booking, marketing spending increased 4%, meaning it invested US$1.8 billion in the second quarter compared to last year. The OTA has promoted direct reservations with the interest of interacting directly with customers and intensifying their loyalty to reduce spending on payment channels. They seek to improve the efficiency of marketing spending and thus optimize it with different channels and approaches.
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