TripAdvisor Introduces New Sponsored Content Experience for Destinations Looking to Reach High-Intent Travelers
Tourism partner testing showed 25% lift in traveler engagement
TripAdvisor, the world’s largest travel platform, announced a new sponsorship opportunity exclusively for tourism organizations intent on driving increased engagement of their content within the newly revamped destination search pages on TripAdvisor. The new destination sponsorship offering provides a platform for media buyers to showcase and shape their story and connect to travelers who are actively searching and seeking new ideas on where to stay, dine or visit.
“Our research continues to indicate that travel planning is a joyous and exciting time for most TripAdvisor users” said Christine Maguire, Vice President, Advertising Revenue for TripAdvisor. “Our platform allows our tourism partners to do two key things: reach more travelers and share differentiated experiences. By using rich media, inclusive of vibrant imagery, video and curated travel experiences, our partners can influence and reach more travelers during the exact moment when they are most open to discovering new places to visit.
A recent analysis of more than 300 destination marketing partners utilizing the new sponsored content offering within the travel feed saw an aggregate 25 percent lift in increased content engagement.
The new destination sponsorship includes the following features:
- Cover photo with destination branding: Prominently placed at the top of a destination-specific travel feed page
- Photo Albums: Curate the first 10 photos within the destination-specific travel feed page
- 300 x 250/300 x 600 Ad Placement: Dynamic display advertisement within the travel feed
- Discovery Carousel: A shelf of engaging content within the destination-specific travel feed that promotes the destination through a mix of trips, articles and videos
The destination sponsorship is the first of many sponsored products aimed at helping to elevate valued partner content to more relevant, high intent travelers throughout their journey on the TripAdvisor platform.