August 22, 2024
Hotels face many challenges beyond filling rooms — they also want to bring in guests who drive value with every booking. In today’s competitive lodging market, targeting these valuable travelers is important for achieving sustainable success, but identifying and engaging with them can be daunting without the right advertising solutions.
When you advertise on Expedia Group’s travel websites and apps, we connect you with travelers who take more trips, spend more per night on hotels, stay longer, and are more likely to book premium options, allowing you to tap into a powerful network of valuable guests. And our targeted advertising solutions like TravelAds Sponsored Listings, help you stand out from the competition and strategically reach these travelers, driving more impactful bookings and revenue for your property.
We’ve pulled together some ways you can develop more successful hotel advertising campaigns with our solutions to reach the travelers you want.
The value of Expedia Group travelers
We care about our travelers and continually invest in every aspect of the traveler journey to provide them with exceptional experiences. As a result, our travelers take more trips, spend more, stay longer, and are more likely to book premium options, and our research findings support this.
Looking across eight global markets, our custom research with Global Web Index (GWI) unpacks how traveler preferences, spend, length of stay, and other factors vary based on the booking platform they choose. The findings revealed that Expedia Group travelers take more trips overall, being 12% more likely to have taken a trip abroad and 5% more likely to have taken a domestic trip in the past three to six months than other travelers.* They also stay in hotels 11% longer — nearly an additional day — compared to other travelers, which means we can help you fill more rooms for your property to stay booked.
They are also more likely to book premium options, spending 18% more per night on hotels than other travelers. But revenue opportunities go beyond length of stay. Looking at their on-property spending habits, our travelers bring in additional revenue for hotels by spending 21% more on-property compared to other travelers, including 67% more on activities, 6% more on meals, and 5% more on drinks.
What this means for hotels
With Expedia Group travelers taking more trips, staying longer, and spending more on-property, they are an appealing and valuable audience to reach with your hotel marketing efforts. To effectively connect with and convert these travelers into guests, supporting your hotel advertising campaigns with targeted advertising solutions can help increase your hotel’s visibility to drive more bookings.
TravelAds for successful hotel advertising campaigns
The travel purchase journey is complex, so using the right advertising solutions is important for engaging travelers and driving success. Our full-funnel suite of advertising solutions can connect you with the valuable travelers you want at each phase of the traveler’s path to purchase.
TravelAds Sponsored Listings is a powerful and cost-effective visibility booster with precise targeting capabilities that will help you rise above the competition and ensure your hotel stands out. Expedia Group travelers are 41% more likely to buy from brands that they have seen advertised than other travelers, which makes TravelAds an effective solution to convert browsers into bookers.
With TravelAds, you can customize your ad copy and incorporate strong visuals in your ads, such as spotlighting your on-property bar with images of your signature cocktails, or fun on-property features and activities that guests can enjoy. You could also consider highlighting promotional offers in your copy to further incentivize travelers to book your property and spend on-site.
This easy-to-use solution also keeps you in control — you can scale up, down, or pause your ads at any time — all while paying only for the clicks you get. And with our automated bidding feature, all you need to do is set your daily budget and goal to remove the guesswork from the bidding process and manage your spend effortlessly. This TravelAds feature dynamically adjusts your bids daily, making sure your property is visible to travelers as market conditions shift.
Expedia Group travelers opt for premium options and spend 18% more than other travelers*
Hotels running TravelAds are 90% more visible in search results and, on average, see 120% more bookings,** so incorporating this solution in your advertising campaigns will help you reach your target audience, achieve your campaign goals, and drive incremental revenue by connecting you to travelers who spend more and stay longer.
TravelAds also weaves in seamlessly with your mobile advertising strategy, allowing you to strategically target and reach travelers looking and booking on mobile devices. You can tap into our device-based targeting capabilities for a specific demographic or location, by traveler interest, and more. These precision targeting capabilities help you tailor your ads to target your ideal traveler, like people who are searching for longer stays, to increase room bookings.
More advertising solutions to explore
TravelAds also works with a number of other solutions, like hotel display advertising campaigns that are seamlessly integrated across our 200+ travel websites and apps or co-op marketing campaigns that bring together partners with similar goals to create successful campaigns that let you stretch your budget further. The flexibility and customization of TravelAds means you can create high-impact campaigns to connect with travelers at any stage of their travel shopping journey.
Get started
Our targeted advertising solutions will help you build more effective hotel advertising campaigns, increase bookings, and reach more valuable travelers. Contact one of our digital experts to get started today.
*Traveler Value Study, Expedia Group, 2024
**Expedia Group internal data, 2024
