[00:26:52] Brandon Dr Pratt. So insightful when it comes to this kind of travel that, again, it’s not necessarily a new thing, but definitely has a huge impact on destinations and their economies.
[00:27:03] Angelique You’re right. I also love that he touched on both the positive and negative impacts of film-induced tourism. We don’t really always hear about the negative side of things, and I particularly thought the research that he’s done on the film Borat was really fascinating, and the impact that it had on Kazakhstan.
[00:27:21] Brandon Yes, I did not plan on talking about Borat on the Powering Travel podcast, for sure. But I do think this is a great time for us to talk about some very relevant new work that’s coming out of your team. And it’s related to that discussion that we had with Dr Pratt.
[00:27:37] Angelique Oh, yes. Well, we did recently announce a new tool that, whilst I believe I might be a little biased, I believe it’s quite innovative in this particular space.
[00:27:48] Brandon Well, I think the facts speak for themselves. So, this is an industry-first product and platform. So, can you explain why and how it’s so unique?
[00:27:57] Angelique Sure. So, my team at Expedia Group Media Solutions have created the first-ever advertising and travel technology platform of its kind. What does that actually mean besides a bunch of industry jargon? What we’re hoping to deliver here is a travel technology platform that is giving travellers the tools to shop and book travel as they’re watching this travel content. So, essentially making everything that we’re talking about today, that entertainment tourism, actually bookable. The reality is, for listeners out there, there’s no shortage of travel content in the world, in our industry. The reality is also that our partners spend a lot of time, they spend a lot of money producing this content. But the return on the investment, the ROI on that content—particularly that high-value entertainment tourism—it’s notoriously hard to measure. So, the ambition here is that this new technology is essentially giving not just a benefit to the traveller, right? But it’s giving our partners a new way to track measurement and be actually able to attribute the value of that content back to bookings. Using the shoppable platform technology, we’ve essentially created a channel for all of their incredible content to be shopped. It’s called GoUSA and it’s featuring brand-new essays, inspirational travel content. It features interactive maps. It features inspirational itineraries and really showcases the breadth and depth of travel content across the diversity of the states, and simultaneously gives travellers a way to book those hotels, experiences and flights—all while the content is being viewed in real time.
[00:29:55] Brandon Cool. Let me make sure I got it. So, old world, I’m watching a TV show. I see a hotel or location that I like. I then have to go Google where it was shot and then, hopefully, someone has put the hotel, and then I’ve got to go to the Expedia app and shop the hotel. Tell me about this experience.
[00:30:14] Angelique Well, it’s a one-stop shop for all of that now. And I think... when we were sitting in some ideation and creative sessions—the beginning of what this could look like—that was essentially what we had in mind. We knew that we were travellers ourselves. And there was an opportunity to help a traveller through that journey, so they didn’t have to go and try to find out where that was filmed or where it was specifically. And with Expedia and the power of our technology, our supply partners were able to bring that all into one place to make it really seamless for someone to bring that trip to a reality.
[00:30:51] Brandon So, it sounds like this platform meets the traveller at the inspiration phase of their travel-hopping journey.
[00:30:58] Angelique It does, and it very quickly connects to that next step, that action. With all of that in mind, we do feel there’s a huge opportunity for us to work differently with our partners, really connecting that inspirational phase to travel planning. I think some companies focus specifically on that. Some of our competitors are busier focusing on end transactions, and we do think that with this new technology, we’re able to do both.
[00:31:29] Brandon Yeah, I love that. So, we’ve taken a lot of the work out of finding out the hotel. We’ve removed some friction from the traveller experience. Tell me the specific ways partners are going to benefit from developing something like this for their destinations.
[00:31:42] Angelique It’s about storytelling, right? This platform is going to enable marketers to tell stories about these amazing and breathtaking destinations in new creative ways. We are hopefully breaking some boundaries in this entertainment tourism space, pushing beyond what we’ve seen for years around very typical editorial storytelling. And because film and TV is such a powerful motivator of travel and this new technology allows destinations to bring their places to life through different types of content, we’re really focusing more to that mid- to long-form video content that isn’t advertising. It is content in the sense that is grounded in storytelling.
[00:32:30] Brandon How should destinations be thinking about what is marketable and unique for them to tap into a media development standpoint? Like, how do you take that first step?
[00:32:39] Angelique Well, it’s a great question. It’s a big challenge, right? Because everyone’s trying to stand out in a very saturated, oversaturated environment. But the thing is that destinations all have a unique offering that can be built into a marketable content strategy. But what I feel really passionately about—and what I do believe this is kind of hitting or ticking the boxes with—is how we have to be smarter and more innovative about the way in which we advertise to audiences. No one wants to be spoken at through outdated advertising channels. Instead, it’s about building an environment that’s grounded in loyalty, is grounded in trust, advocacy. That happens because you are initiating a dialogue, a communication layer with them. And that’s the real step change here with platforms like this.
[00:33:43] Brandon Yeah. And it doesn’t all have to be about volume either, right? I think part of this is introducing new locations to travellers who will not be able to find them on their own, right? So, do you think about this innovative way of creating shoppable content for destinations that can also support the destination sustainability efforts? So, can you tell us a little bit more how that happens?
[00:34:04] Angelique Yeah. Sustainability is hugely important to us, whether it’s the way in which we’re creating content for our partners, we want to make sure that we’re having as least an impact on the environment as we can. We also do understand for our partners that dispersal is important. So, not just sending everyone to the same big city where over-tourism is already an issue. It’s about uncovering those other hidden gems and getting people to go and explore beyond what they know. This platform allows us to work with partners in a way that helps evangelise and advocate for those less troubled spots. One example is some of the content you’ll see on the GoUSA platform is around getting more awareness away from, for example, places in California, Yosemite, Carmel, Monterey. They’ve for years experienced over-tourism, and it’s about bringing to life other things and other stories that are going to inspire dispersal and lead into that sustainability message.
[00:35:00] Brandon Can you tell us a little bit more about the Content Value Initiative? So, what is it? Why is it important for anyone that produces content and wants to market their product or destination?
[00:35:10] Angelique Again, I touched on this a little bit earlier when I started talking about the return on investment and how it’s really hard to measure the value of content. So, this is where I start to geek a little bit. I mean, I think it is really cool. The Content Value Initiative is a newly formed grassroots organisation formed by the Brand USA. They’ve invited key players in the travel and hospitality space to help address that very thing: the complexities of measuring the impact of content in the travel industry. We are excited to be part of this initiative and by giving our partners the ability to track and measure the impact of this content, which we believe this platform is going to do, is going to be a key step in the industry’s aim to create a standardised measurement for the impact and value of that content and its impact on travel booking decisions. So, it’s all still very much in its infancy, so definitely more to come.
[00:36:10] Brandon I love it. Alright. I’m going to ask you a question now. There’s like, absolutely no way, based on the past 30 minutes we’ve spent together, that you have any free time to watch television. But if I were to drop you on the location or set of any famous TV show or movie and you had to live there forever, which location and show would you pick?
[00:36:32] Angelique Well, that’s a good question, Brandon. I mean, we talked a little bit about it with Dr Pratt. But right now, I mean, The White Lotus is all that comes to mind. If I could be Jennifer Coolidge for the rest of my life on the set of The White Lotus, I think I would be living my real dream job. Not the dream job I have currently.
[00:36:52] Brandon Yes. Gosh, I just picture you as Jennifer Coolidge. And season two got so much more special for me on The White Lotus. That’s awesome. So good to have you. Thank you so much for joining us.
[00:37:05] Angelique Thanks, Brandon, and pleasure to be here.
[00:37:09] Brandon We’ll be linking to some resources in the show description if you’d like to learn more about this new shoppable TV platform. Thanks again for joining us for season two of the Powering Travel podcast. We want to hear from you, so connect with us at Powering Travel@ExpediaGroup.com. Email address is poweringtravel@ExpediaGroup.com All one word: poweringtravel. Subscribe to get notified when new episodes are live and be sure to rate and review the show. It’s how people find the show. Thank you so much for listening. We had a couple of great guests, and I’m looking forward to hearing what you all think about this one. We’ll see you next time. This is the Powering Travel podcast. I’m Brandon Ehrhardt.