Enthusiasm for travel remains strong, especially in European markets, following a surge in travel demand post-pandemic. According to Expedia Group’s Q3 Traveler Insights Report, demand in Europe, the Middle East, and Africa (EMEA) remained stable, with search volume increasing 10% both quarter-over-quarter and year-over-year. Additional research shows that this holiday season is also promising for travel operators in the region, with more international travel from the U.S. to Europe, according to Allianz Partners’ 2023 European Holiday Destination Index. Travel is up 21% compared to 2022.
To capitalize on this growing demand, travel companies in Europe have the opportunity to attract and engage travelers throughout their purchase journey, from inspiration to planning and booking. Recognizing this, Expedia Group has further strengthened its presence in the region with several new and expanded travel partnerships. These new collaborations across B2B technology supply and advertising deals will help partners across the region accelerate their business and attract coveted high-value travelers from around the world. His Expedia Group platform, which includes flagship brands such as Expedia, Hotels, and Vrbo, provided lodging partners with more than 300 million nights of his Netroom stays and booked nearly 50 million airline tickets in 2022. .
Promote Europe through targeted advertising campaigns
Travel advertising has a huge impact, especially at the beginning of your travel shopping journey. On average, nearly one in five travelers (19%) say advertising influenced their travel booking decisions, according to Expedia Group’s latest Path to Purchase study. Destination marketing organizations (DMOs), travel brands and suppliers across Europe partner with Expedia Group Media Solutions to develop unique advertising opportunities that inspire more travelers.
For example, the Croatian National Tourism Board (CNTB) has developed a series of impactful campaigns that highlight Croatia’s unique charm and natural beauty, targeting both European and American travelers. European travelers were encouraged to explore unfamiliar Croatia through the Gallery’s Spotlight page. The promotion connected CNTB with Expedia Group’s high-value travelers, increasing his average daily spend on Expedia channels by 10% year-over-year during the campaign period. Additionally, travelers from the United States were encouraged to visit Croatia’s unique regions and experiences through the “Always in Season” campaign. During CNTB’s targeted campaign, Croatia saw a 10% increase in demand from US travelers across Expedia channels.
The European Travel Council (ETC) recently launched the Creative Cities of Central Europe Campaign. The campaign, which ran from August to October 2023, highlighted the hidden culture, natural beauty and history of the Visegrad countries of the Czech Republic, Poland, Slovakia and Hungary to U.S. travelers.
Bespoke campaigns get a lot of buzz, but there are many other ways travel companies can see results with impactful advertising solutions. Deutsche Hospitality, which brings together eight brands under one roof, including the prestigious Steigenberger Hotels & Resorts, leverages Expedia Group Media Solutions’ TravelAds and display advertising solutions to increase its reach among high-value travel shoppers. We help increase awareness and bookings. These sponsored listings directly target the hundreds of millions of monthly visitors to Expedia Group’s websites, allowing partners to connect with the right audience at the right time.
Purpose-built technology accelerates European business growth
The era of digital transformation has changed the needs and expectations of travelers. Companies that leverage technology are well-positioned to expand their reach and connect with travelers. The German Automobile Club Allgemeiner (ADAC), Germany’s largest automobile association, has partnered with the Expedia Travel Agent Affiliate Program (TAAP), allowing ADAC travel agents to purchase Expedia Group hotels and flights. That’s why we’ve given you access to a huge inventory of travel products, including: , car rentals and activities. Through this partnership, Expedia TAAP agents and distributors will be able to use Expedia Group’s services, including Virtual Agent, which allows agents to self-service, find answers to frequently asked questions, quickly find information, and change reservations. Gain access to a variety of technologies and tools.
Expedia Group’s white label templates provide partners with the building blocks they need to deliver a better traveler experience, from booking to service, allowing them to take advantage of Expedia Group’s vast supply. The customized solution provides white label partners’ customers with an end-to-end travel experience on a site branded for the partner. Partners can enjoy the same technology and supplies that power consumer-facing sites while providing travelers with a more personalized experience.
Ryanair, Europe’s largest low-cost airline, leverages white label templates to launch ‘Ryanair Rooms’. The new feature will allow Ryanair customers to book hotels directly with their flight tickets. Customers can also manage their reservations using Expedia Group’s AI-powered virtual assistant. This tool uses natural language processing to enable self-service and help resolve traveler questions quickly. Additionally, Icelandair will launch the Saga Club travel site. This site allows Loyalty Members to access Expedia Group hotels, car rentals and activities around the world, and to redeem and earn Saga Points. By leveraging Expedia Group’s white label templates, these partners will automatically benefit from each Expedia Group platform update, ensuring their customers have the most seamless travel experience possible. You will be able to access it.
Serving the European Travel Ecosystem
According to research by Expedia Group, European cities have seen the largest increase in search growth, with some cities such as Rome (30%) and Florence (40%) seeing double-digit increases in search volume. Partnering with platforms like Expedia Group creates opportunities for lodging and transportation suppliers to sell, cross-sell, upsell and package inventory to tap into increased demand.
Turkish Airlines offers exclusive discounts to Expedia Rewards members to increase conversion rates and increase revenue. The airline recently extended Expedia Group members-only deals to European travelers after a successful launch in the U.S. Turkey The airline has seen a 15% increase in ticket bookings on members-only sale routes. Spain’s flagship airline Iberia has expanded its direct new distribution capacity (NDC) connection with Expedia Group. As a result, the millions of travelers who buy and book Iberia tickets now enjoy more options to easily customize their trip across multiple points of sale in Europe.
For travelers who prefer to rent a car during their travels, Expedia Group is expanding its rental car offerings in the region through a series of new partnerships. Our partnerships with leading car rental companies such as Alma, Drivalia, Green Motion and Record Go increase the volume of car rentals available on the Expedia Group platform, giving travelers more choice.
Expedia Group accommodation partners, including Sonder and TravelStaytion, are offering an exclusive booking experience for fans attending the 2023-24 UEFA Champions League season through Expedia Live. This partnership will attract quality travelers by providing unforgettable experiences.
As European demand gains momentum, partnering with the right technology, advertising and distribution partners is essential to respond to market conditions in the region. Expedia Group’s commitment to innovation helps our partners excel in today’s landscape through technology, distribution and media solutions that power travel and accelerate growth for our European partners.
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