NEEDHAM, Mass., April 3, 2018 /PRNewswire/
-- TripAdvisor, Inc. (NASDAQ: TRIP) today announced the
official launch of Sponsored Placements, a new advertising solution
enabling accommodation businesses to capture the attention of
travelers and drive quality, targeted traffic to their property by
advertising in high visibility placements on the world's largest
travel site*, including above users' search results.
According to a recent "Path to Purchase" study, TripAdvisor is
the number one most-visited site prior to booking travel, with 60
percent of all online travel purchasers globally visiting
TripAdvisor before booking a hotel1. The new Sponsored
Placements solution allows accommodation businesses to capitalize
on TripAdvisor's influence over consumers' buying decisions by
significantly increasing their property's visibility and driving
booking referrals.
Customers can quickly set up a Sponsored Placements campaign by
selecting from three monthly cost-per-click budget options,
allowing owners to set their maximum spend threshold, with
customizable budgets coming soon. The ads are then automatically
targeted to highly qualified traffic searching for relevant
accommodation options in the area. Businesses are only charged for
the clicks their ads receive.
"Given the influential role TripAdvisor plays in the
Inspiration, Shopping and Decision phases of a traveler's planning
and booking experience, we decided to build a product to help
accommodation business owners reach potential guests at this
critical stage of the path to purchase journey. Sponsored
Placements is the smarter advertising solution the sector has been
waiting for – developed to increase a property's exposure on
TripAdvisor and reach highly-qualified travelers with high booking
intent," said Martin Verdon-Roe,
vice president B2B product and marketing, TripAdvisor.
Sponsored Placements is the latest offering from TripAdvisor
designed to help hospitality businesses capitalize on their
presence on the world's largest travel site. As the most visited
site by travelers prior to purchase1, TripAdvisor has
become the essential marketing platform for accommodation
providers, with products to help them showcase their properties,
differentiate themselves from competitors, and drive traffic and
booking referrals.
The launch of Sponsored Placements follows a 3-month beta period
in which over 10,000 accommodation owners have already begun using
Sponsored Placements, launching thousands of ad campaigns across
over 5,500 destinations.
Gianfranco Acamparo, owner and General Manager of the Grand
Hotel Aminta in Sorrento was an early adopter and said,
"TripAdvisor is currently our most effective marketing tool. With
the new Sponsored Placements, we can appear above search results
and people are able to contact us directly via our Business
Advantage links. It's saving me commission costs because
people are contacting us directly or booking on our website. So far
we've seen a 20% increase in direct bookings in 40 days."
Access to Sponsored Placements is available to all accommodation
providers with an active Business Advantage subscription who share
rates and availability through TripAdvisor. Business Advantage is
an evolution of TripAdvisor's popular Business Listings product and
empowers accommodation businesses to impact booking decisions,
differentiate from competitors, and measure and strengthen their
online reputation.
Sponsored Placements is a perfect complement to Business
Advantage - together, they enable owners to increase exposure,
drive high quality traffic and make their property more appealing
for booking-ready travelers.
1Worldwide Path to Purchase study,
conducted by comScore on behalf of TripAdvisor, 2017
About TripAdvisor
TripAdvisor, the world's largest
travel site*, enables travelers to unleash the full potential of
every trip. With over 600 million reviews and opinions covering the
world's largest selection of travel listings worldwide – covering
approximately 7.5 million accommodations, airlines, attractions,
and restaurants -- TripAdvisor provides travelers with the wisdom
of the crowds to help them decide where to stay, how to fly, what
to do and where to eat. TripAdvisor also compares prices from more
than 200 hotel booking sites so travelers can find the lowest price
on the hotel that's right for them. TripAdvisor-branded sites are
available in 49 markets, and are home to the world's largest travel
community of 455 million average monthly unique visitors**, all
looking to get the most out of every trip. TripAdvisor: Know
better. Book better. Go better.
The subsidiaries and affiliates of TripAdvisor, Inc.
(NASDAQ:TRIP) own and operate a portfolio of websites under 20
other travel media brands:
www.airfarewatchdog.com, www.bookingbuddy.com, www.citymaps.com,
www.cruisecritic.com, www.familyvacationcritic.com,
www.flipkey.com, www.thefork.com (including www.lafourchette.com,
www.eltenedor.com, www.iens.nl and www.dimmi.com.au),
www.gateguru.com, www.holidaylettings.co.uk,
www.holidaywatchdog.com, www.housetrip.com, www.jetsetter.com,
www.niumba.com, www.onetime.com, www.oyster.com, www.seatguru.com,
www.smartertravel.com, www.tingo.com, www.vacationhomerentals.com
and www.viator.com.
* Source: comScore Media Metrix for TripAdvisor Sites,
worldwide, October 2017
** Source: TripAdvisor log files, average monthly unique visitors,
Q3 2017
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SOURCE TripAdvisor