Booking, Expedia and Airbnb increase their marketing to diversify channels

2023-08-17 02:51:06

LOOKING FOR EFFICIENCY AND OPTIMIZATION

RR | Miami | August 17, 2023 Leave a comment

TEMAS RELACIONADOS: Airbnb, Booking Holdings, Expedia, Glenn Fogel, Julie Whalen, One Key

The Booking, Expedia and Airbnb platforms have increased investment in marketing to diversify their channels seeking efficiency and optimization.

In the case of Booking, marketing spending increased 4%, that is, it invested US$1.8 billion in the second quarter compared to last year. The OTA has promoted direct bookings in the interest of interacting directly with customers and intensifying their loyalty in order to reduce spending on payment channels. They seek to improve the efficiency of marketing spend and thus optimize it with different channels and approaches.

Similarly, Expedia increased marketing spend in the second quarter to US$1.77 billion, delivering positive results especially from marketing efficiencies in the B2C business. Expedia Group CFO Julie Whalen noted that the efficiency of B2C marketing has been seen in continued investments in loyalty and app members. The OTA will have more investment in the third quarter because it will launch One Key, as reported by Phocuwire.

Expedia had a 15% increase in active loyalty members during the second quarter compared to the same period in 2022 and grew bookings with its apps of 300 basis points compared to the first quarter of 2023.

For its part, Airbnb will continue directing its marketing campaigns to bring the customer closer. Marketing spend reached US$486 million in the second quarter of 2023, compared to US$379 million in the same period of 2022. However, Airbnb highlighted that 90% of its traffic is still direct. It has focused on organic marketing through an investment in direct channels and loyalty programs.

as reported REPORTUR.us, the executive director of Booking Holdings, Glenn Fogel, has achieved that the OTA has positioned itself as a giant of world tourism, since its great triumph has been the successful purchases of related companies, and it has stood out as the largest buyer of tourism companies of the world. (The leader of Booking is crowned as the largest buyer of companies).