TravelAds tips and tricks to help increase hotel bookings
For the past two years, Expedia Group Media Solutions has published quarterly Travel Trends Reports to share information on global and regional trends, hoping to inform marketing campaigns as the industry rebuilds. . In our last episode, one of the key trends we’ve highlighted is that after two years of an unpredictable pandemic landscape, hosting performance is on the rise. In this article, we’ll look at a tool from Expedia Group Media Solutions that can help you capture this growing demand: Ads sponsored by TravelAds.
Connect with enthusiastic travelers
The data showed that travelers are eager to make up for lost time and travel intent is on the rise. As shared in our latest travel trends report, global accommodation bookings for hotels and vacation rentals rose 35% in the first quarter compared to the previous quarter, while 15 of the top 25 global destinations recorded double-digit growth in bookings. Our first-party data also shows that travelers are looking further afield for domestic and international travel. In fact, the 3-6 month search window has increased by 80% for domestic searches and 35% for international searches. Clearly, travelers feel more confident and ready to explore again.
So the question is how you can connect with these travelers when looking to drive overnights. Fortunately, our Ads sponsored by TravelAds is a flexible and cost-effective pay-per-click advertising solution that can help your property stand out on our Expedia Group sites and generate additional room nights when you need them most. Let’s talk about a few ways to use TravelAds to drive results.
Target the right traveler
TravelAds targeting is based on real-time data on traveler intent and demand, which can help you identify the most valuable travel buyer for your hotel. At the same time, our targeting tools can help you engage that travel buyer at key decision points throughout their booking journey.
For example, you can target by geography, travel date, booking window, device, proximity, etc. You can even target international travelers, group travelers, and business travelers. This sophisticated targeting means you can bid more competitively on specific traveler types. Plus, we’re constantly adding new targeting features.
For example, suppose you want to target international travelers looking for trips to Hawaii. Since visitors can only get there by plane, it’s likely that these travel buyers are looking for both flights and hotels. They are also likely to look further. With TravelAds, you can implement a bidding strategy that captures all of these traits:
- First, implement a package route bidding strategy to target people looking for flights and hotels.
- Second, target travelers looking for 22+ days.
- Finally, increase your competitiveness with travelers from specific countries of origin. You can increase your bid for anyone abroad, or get more accuracy by bidding differently depending on the traveler’s country or outlet.
If you want to target domestic travelers, that’s easy too. We’ve launched three new auction optimizers to target travelers searching within the next two weeks, or searching within 100 miles, or searching on a mobile device. All of these features can help you attract those who want to stay nearby.
Deliver the right message
In addition to targeting, TravelAds allows you to enrich and optimize your message. Remember that by running TravelAds you get double exposure – your organic listing and the sponsored listing of TravelAds will run simultaneously. This means you can tell the story that your organic listing can’t – whether it’s highlighting key features of your property, promoting packages in conjunction with a package path bidding strategy , or something else. You can do this by using custom ad text and changing your main photo accordingly, helping your property stand out even more, like in this example:
When targeting overseas travelers, you can also take advantage of our localization team to deliver copy in over 10 languages. This extends the reach of your message to markets around the world.
Maximize visibility in a competitive market
Next, let’s look at some tips to consider when implementing your TravelAds strategy that can help you maximize the visibility of your ads:
- Improve your bids according to your needs and the market.
- Use scheduled ads, for example if you have scheduled downtime or upcoming promotions.
- Balance your bids with your budget. Avoid outbidding without sufficient budget to maintain our visibility throughout the day.
Speaking of budget, we also have a new payment option – Post Bill – which makes it easier for hotels to maximize their visibility potential. It requires no upfront commitment or pre-approval, and comes with monthly billing so you only pay for the clicks you receive that month. This means you can generate room nights and revenue before your payment is even due.
Many of our hotel partners have found success with Post Bill, including Hotel Effie Sandestin. Just weeks after switching payment methods, the hotel’s TravelAds campaign saw impressions triple month-on-month.
Of course, partnering with Media Solutions doesn’t just give you access to self-service tools like TravelAds. You’ll also have access to a team of trusted advisors to guide you through the process, from setting your campaign goals to understanding your ad performance so you can optimize as needed or share your success. These advisors are experts in your area and can share insights from our first-party data that can help you create a strategy for your promotions.
To learn more, download the TravelAds sponsored ads guide or contact us today. You can also find us at HSMAI Strategy Conference and HSMAI ROC at the end of the month, where we will come together to help address the most critical trends affecting hotels today.
About Expedia Group Media Solutions
Expedia Group™ Media Solutions, the advertising organization of Expedia Group, offers industry expertise and digital marketing solutions that enable brands to reach, engage and influence its qualified audience of travelers around the world . Through its extensive network of leading travel brands and global outlets, Expedia Group Media Solutions provides marketing partners with exclusive, data-driven insights into traveler behaviors at every stage of the purchase journey, as well as solutions dynamic advertising, to offer strategic and measurable campaigns. results. For more information, visit www.advertising.expedia.com.
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