How Destinations Work With Booking Sites to Draw Visitors
As one of the busiest booking sites in the U.S., Expedia has enhanced ability to influence where travelers decide to vacation.
This includes telling customers how many people booked a particular hotel, and it extends to running marketing campaigns for destinations.
These “Find Yours” campaigns are generally success stories for Expedia, and at the same time increase awareness of underdog destinations or those that ask for publicity. The site saw an 11 times return on investment with its Alberta, Canada campaign, for example, and air passenger traffic to the province’s airports also increased 21%, says Noah Tratt, a spokesperson for Expedia Media Solutions.
“Alberta had recently overhauled their marketing effort when we started the campaign, and with these campaigns we see an opportunity to influence people before they make their decisions and this campaign’s results are in many ways consistent with our other campaigns,” he said. “Those who don’t know Expedia assume that people come to us already knowing where they want to go, but that isn’t always the case.”