Travel platform Tripadvisor has teamed up with DerbySoft, a technology company that provides marketing solutions for the hospitality and travel industries, to bring display advertising to thousands of hotels.
Through the partnership, DerbySoft’s 6,000 hotel partners will be able to reach more of Tripadvisor’s audience via its Display Advertising offering, while tracking the success of campaigns with incremental measurement.
Hotels can target audiences in particular locations who the platform believes are likely to browse and book, and also engage with people higher up the funnel to boost reach.
“We’re always looking for new ways to enable our partners to reach their audiences effectively. By leveraging the strength of Tripadvisor’s platform and its global audience of travellers we can create even more success for our hotels,” said Toni Marti, Global Head of Channel Partnerships at DerbySoft.
The inventory being made available through the partnership is currently in the testing phase, but the hope is that it will complement Tripadvisor’s Sponsored Placements and Business Advantage products, providing more media for DerbySoft’s partners to advertise on.
“DerbySoft is a longstanding partner, so we’re delighted they are testing our media offering. We’re confident that we can partner to prove that media is not only a standalone driver of incrementality for hotels but can also drive efficiency for our Business Advantage and metasearch offerings by priming users higher up the funnel. It’s an exciting proposition that will enable DerbySoft’s hotel marketing partners to gain even more value from the Tripadvisor platform,” said Christine Maguire, GM/VP of Global Media Business at Tripadvisor.
*Tripadvisor is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
