June 5, 2020
Here at Expedia Group Media Solutions, our continued mission is to help support our advertising partners as they navigate the COVID-19 crisis. One of the ways we are doing that is through our COVID-19 webinar series, which everyone is welcome to join.
Our first webinars explored how destination marketing organizations (DMOs) were navigating the COVID-19 crisis, followed by a second installment highlighting insights on recovery readiness of destination partners in the Americas, Europe and Asia.
Building upon these first two in the series, we recently held our third session on Data-Driven Insights: COVID-19 and the Impact on Travel Marketing. For this session we tapped industry leaders—including Marissa Coslov, Vice President of eMarketer; Tammy Snow, Senior Director of User Research at Expedia Group; and the head of our business Hari Nair. Together, they discussed the latest digital marketing trends and traveler sentiment studies on the impacts to digital and travel industries by the COVID-19 crisis.
Each presenter shared data along with their perspective on the latest trends, and how advertisers can start preparing for recovery to capture interest and drive demand when the time is right.
Specifically, this session explored:
- Insight into the shifting digital marketing landscape in the U.S., and how digital is becoming an even more important channel for advertisers.
- Recent research from Expedia customers in the Americas, Asia, and Europe on what travelers will value most in the next 6-12 months.
- How search data over the past few weeks is starting to indicate positive increases in travel searches – and what this means for travel marketers.
- How marketers can work with partners to scale and most efficiently make the biggest impact.
Additionally, Hari spoke about the uptick in the Expedia Group global data on travel searches and bookings, and our relief program to help our advertising partners reignite destination demand, inspire travelers, and rebuild trust.
Hari also shared how Media Solutions provides a platform for advertisers to share messaging and imagery to demonstrate safety and security through our native placements, sponsored listings, co-op campaigns and more across the Expedia Group brands that will give travelers the confidence to book when the time is right.
To hear from these experts yourself and see how the data and insights might be relevant for your efforts, we invite you to view the on-demand recording.
If you would like to learn more about our webinar series in general and join critical conversations on both response and recovery to the COVID-19 crisis, you can access the schedule and register here.