TripAdvisor has opened up its travel platform to tourism organisations who want to place advertising material within its newly revamped destination search pages.
The initiative “provides a platform for media buyers to showcase and shape their story and connect to travellers who are actively searching and seeking new ideas on where to stay, dine or visit,” a TripAdvisor statement declared.
“Our platform allows our tourism partners to do two key things: reach more travellers and share differentiated experiences,” Christine Maguire, TripAdvisor’s vice president, advertising revenue, explained.
“By using rich media, inclusive of vibrant imagery, video and curated travel experiences, our partners can influence and reach more travellers during the exact moment when they are most open to discovering new places to visit.”
TripAdvisor says recent analysis of more than 300 destination marketing partners using the new sponsored content offering within the travel feed gained an aggregate 25% lift in increased content engagement.
TripAdvisor headquarters in Needham, Massachusetts. Photo: Parker Harrington
According to TripAdvisor, its “destination sponsorship” is the first of many sponsored products “aimed at helping to elevate valued partner content to more relevant, high intent travellers throughout their journey on the TripAdvisor platform”.
Written by Peter Needham
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