Expedia designs journey media community as “one-stop store” for advertisers

Expedia Group is increasing its choices for promoting companions with the creation of a travel-focused retail media enterprise that it says will set up it as “the world’s main journey media community.”

The corporate unveiled the updates at its Discover 24 occasion in Las Vegas final week.

The promoting platform, housed inside Expedia Group Media Solutions, expands the corporate’s advert merchandise past alternatives on its greater than 200 journey web sites and apps to associate websites akin to Netflix and Disney+ and the corporate’s 60,000 B2B companions and social media. The community answer additionally supplies consulting and marketing campaign manufacturing capabilities.

“What we’re doing is offering a one-stop store,” mentioned Rob Torres, senior vice chairman of Expedia Group Media Options throughout an interview with PhocusWire in the course of the occasion.

“Our strong, first-party knowledge and community of industry-wide partnerships provides us the unique skill to translate traveler buying habits to actionable insights for our promoting companions.”

The journey media community goals to focus on vacationers at numerous touchpoints in the course of the reserving journey – ranging from the inspiration stage. The concept is that with these touchpoints, the “extremely related” journey content material will drive conversions.

Throughout Discover final week, Expedia shared content material to exhibit the journey media community’s capabilities. Onstage, the corporate displayed marketing campaign content material from Visit California and Destination Canada, amongst others. And marketing campaign outcomes had been measurable.

Go to California used Expedia Group’s media shopping for platform at London’s Heathrow airport to point out its co-branded marketing campaign garnered 275 million impressions.

In the meantime, Vacation spot Canada’s “The place To Canada” marketing campaign developed with Expedia Group was meant to drive consciousness and inspiration round Canada journey. The first key efficiency indicator, Expedia mentioned, was attain and engagement, however the firm was additionally capable of observe bookings. The marketing campaign drove an 18% bump in bookings to Canada and a 12% rise in common spend per reserving on Expedia Group’s websites.

“We’ve solely simply scratched the floor with constructing bespoke media campaigns for companions, I’m excited for what’s to come back,” Torres mentioned.

Within the first quarter of 2024, Expedia Group Media Options generated $145 million in income.

*This reporter’s attendance on the occasion was supported by Expedia Group.