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Global tech company Culture Trip, today announced it will be building an online travel division to connect hoteliers, independent hotel chains, hostels, boutique hotels and experience providers with its rapidly growing, millennial audience.

Set to launch this summer, the new service will provide an alternative for businesses looking to reach millennials, people born between 1980-2000, who happen to make up more than 62 percent of Culture Trip’s 12 million unique monthly users. Unlike traditional Online Travel Agencies (OTAs), Culture Trip’s new online travel service will leverage the brand’s inspirational stories and utility content, powered by contributors in more than 300 locations, to drive online transactions for accommodations and experience providers.

Culture Trip content focuses on location-based inspiration and highlights local culture and creativity through a mix of articles, photos, videos, illustrations and animation. Its website, app and social media channels cover multiple areas of interest ranging from travel, food, art, music, books, film through to fashion and design.

“As we work to build a one-stop platform for discovering the world’s culture, online travel booking felt like a seamless and valuable addition to our user experience,” Dr. Kris Naudts, Founder & CEO of Culture Trip said. “We are really excited about the unique capabilities of our service in helping the travel industry connect with millennial audiences that are seeking unique adventures and experiences around the globe.”

In a survey conducted on Culture Trip’s growing audience, respondents stated discovering new cultural experiences as their main motivation for booking travel. Furthermore, the survey found that 86 percent of Culture Trip’s audiences were affluent and educated.

Recently-appointed Travel Directors for Culture Trip, Sabina Shaida and James Williams, will be at ITB Berlin in March 2018 to explore launch partners and highlight the company’s unique proposition.