Articles tagged “advertising”

The launch of TripConnect is a really big deal. In much the same way that Booking.com led the way in bringing on board apartment hotels, condos and villas, TripAdvisor will now enable that vast long-tail of smaller properties to participate and vie for direct bookings.

It's a good season at the high-end of travel advertising.

TripAdvisor will talk about how its transition away from hotel search through pop-under windows to metasearch was driven by the need to improve the customer experience, and that indeed was part of the reason. But, the bottom line is it was mostly about the bottom line i.e. the economics.

Some travel companies took compare tools like Booking Buddy's and pre-checked several windows, driving up their own click revenue and exasperating consumers who unknowingly found their computer screens flush with pop-under windows when they started to search. CPC rates charged to advertisers became subject to a downward spiral, and although the model is still widely used, metasearch stole some of its thunder.

TripAdvisor is entering a very crowded field this year as online travel companies have saturated the airwaves. Still, with $40 million to $50 million devoted to its campaigns, TripAdvisor is going to get the word out. And kudos for brilliant use of its iconic green review icons.

Kayak's digital advertising spending in the U.S. just about disappeared around the time that the Priceline's acquisition went down. It will definitely be back.

If the DOT wants to make an example of Southwest, a company that makes about $2.7 million per day, it's going to have to levy fines quite a bit heftier than this.

The key to any campaign today is to go viral and ambient campaigns, by nature of their creativity and shock factor, are a good bet for travel organizations looking to make a splash on and offline.

All jokes aside, Smokey's mission is a very serious and important one, given recent tragedies such as the deaths of 19 firefighters in Arizona who perished battling a wildfire.

The irony of Expedia and Priceline’s bloated ad and search campaigns is that they’re bumping up the bottom line of a direct competitor, Google.