Advertising solutions for the travellers’ buying journey

We know that understanding your target audience’s behaviour is a vital part of travel advertising, especially in an increasingly fragmented market. You can make powerful campaign decisions and adapt your marketing plan if you know where your audience is searching, what content they’re interacting with and what shapes their decisions as they move through the funnel.

Our full-funnel suite of solutions can help you effectively engage travellers at every stage of the buyer’s journey. Below, we share some specific ideas, potential solutions and case studies for using these advertising tools at different stages to connect with travellers and reach your goals.

The inspiration stage, when travellers first begin thinking about a trip, is the start of the buyer’s journey. Our research shows that people spend 33 days in this stage, interacting with their friends, family, social media and more. This initial phase presents an opportunity for advertisers to build awareness with travellers.

While some marketers may wait to target travellers after showing interest in their destination or offering, advertising during the inspiration stage can allow you to shape that destination decision. Our study shows that travellers are indecisive at this stage, with three out of five travellers considering multiple destinations as they try to figure out where they want to go. This creates a window where you can boost your visibility and showcase the unique amenities, activities and experiences your destination offers.

To reach these travellers, you’re not tied to a single solution as our advertising tools work together to help you connect with travellers at every stage of the buyer’s journey. Here’s an overview of some of our solutions and how you can use them during the inspiration stage:

Inspiration is the wanderlust phase, when gorgeous images, compelling content and exciting experiences move people. Our research shows that 45% of travellers visit destination sites during this stage.

Collaborating with E Studio, our in-house creative studio, on Travel Spotlights is one way to advertise to travellers at this stage. Travel Spotlights offer elegant and impactful premium landing page experiences. From stunning galleries and videos to engaging quizzes, you can help travellers envisage themselves at your destination or hotel or experiencing one of the activities you offer.

According to our Path to Purchase study, 65% of travellers use social media for destination inspiration and 49% for accommodation recommendations and inspiration. You can get noticed at this stage by increasing your mobile advertising to boost your presence across social media. We offer a variety of solutions to reach that goal, like transforming standard ads into a native social experience across travellers’ feeds or influencer content.

Learn more about social media solutions

A co-op campaign can set you apart during the initial inspiration and planning stages to attract travellers. With co-op campaigns, we unite multiple brands with common marketing goals to take your budget and message further.

We know that travellers use a variety of resources at this stage to gather and refine their options, including search engines, travel websites, social media, destination websites and OTAs. You can drive travellers to book with you by targeting them at this stage, so we’ve gathered ways you can use some of our solutions to reach travellers researching and planning.

At the research stage, where nearly three-quarters of travellers use search engines, your advertising can help you achieve more prominent placement in search results. Combined with the fact that among travellers using resources in the planning stage, OTAs become the top online resource, an effective plan for this stage is to boost your hotel’s visibility.

TravelAds is a flexible pay-per-click solution that helps you deliver the right message with customised ad copy and images and lets you get real-time reporting on your campaign’s performance to help you manage your spend. With TravelAds, you can extend your reach with ads across Expedia’s 200+ travel websites and apps. Globally, properties running a TravelAds campaign were 90% more visible in search results and gained 120% more bookings than properties that didn’t use TravelAds.* Plus, TravelAds can be even more impactful when combined with other solutions.

Another way to get noticed at this stage is with our scalable display advertising that highlights your brand. With mobile campaigns, branded emails and more, you can showcase what makes your destination or property unique and create a strong call to action to engage your target audience as they browse.

The robust targeting capabilities of TravelAds and display ads can help you reach your ideal travellers across any vertical. Whether you’re looking to increase bookings on a particular flight route, attract travellers looking to combine work and play at your destination or engage with your target audience who are looking for specific hotel amenities, targeted advertising strategies at the research and planning stage of a traveller’s journey can help you connect with the right traveller at the right time.

Palace Resorts used a combination of TravelAds and display advertising, with custom copy and images, to stand out from the competition. Travellers who saw multiple ads had a conversion rate of 2.6x and 17% more travellers converted when display advertising was combined with TravelAds. During the consideration stage, the buyer consumes a variety of content, so ensuring you stand out helps boost your performance.

EG Reach+ lets brands tap into exclusive traveller data to reach their ideal audience—on and off Expedia sites. Advertisers can engage both known and potential travellers across key moments, including the research phase, using four formats: Display, Video, YouTube and Advanced TV. With EG Reach+, partners can seamlessly connect with travellers wherever they are browsing, maximising visibility and impact throughout the travel planning journey. 

When travellers reach the stage where they’re actively booking flights, rooms, activities and more, you should make it as easy as possible for them to choose you. This includes reaching them where and how they book, whether that’s on a mobile device or desktop or while watching travel programming.

To convert travellers from looking to booking in a way other brands can’t, you can advertise on our shoppable streaming platform that lets travellers book as they watch travel programming as part of an immersive travel experience.

Effectively highlight your airline’s selling point and differentiate your listings by using Flights Sponsored Listings independently or in combination with our many other solutions for maximum impact. Flights Sponsored Listings can help you stand out in a crowded landscape and maximise tickets sales with increased visibility and captivating, contextual ads in flight search results.