Expedia Group Media Solutions, Expedia Group's global travel advertising platform, today introduced a new media platform that helps turn entertainment tourism into a bookable experience. This is the first travel technology and advertising platform of its kind that gives travelers the tools to buy and book travel while viewing travel content.
Using "shoppable" platform technology, the company partnered with Brand USA, America's international destination marketing organization, to create a channel for its content to be "shopped," called GoUSA. Featuring inspiring travel content and interactive maps from Brand USA, this innovative hub showcases the breadth and depth of engaging travel content for a diversity of travel across the United States. At the same time, it offers travelers a way to book hotels, experiences and flights while watching the content in real time.
The platform combines travel options inspired by the personalized content the visitor is viewing with bookable offers from Expedia, while allowing Brand USA to track and measure the impact of its content on traveler booking decisions and especially what content generates more traveler engagement and influences bookings. The site recently launched in Canada with additional markets under development.
"This platform is truly unique in a world where inspirational travel content is constantly evolving and represents the next phase in entertainment tourism. The new technology creates a space where anyone can consume compelling travel content and book experiences on it. place and at the same time, effectively 'buying the series,'" said Angelique Miller, Vice President of Media Studios at Expedia Group. "We are delighted that Brand USA is working with us and that we are able to expand the reach of its exciting and innovative travel content to new audiences by combining it with our extensive offering of bookable hotels, flights and activities on our sites."
This new "shoppable" streaming platform bridges the gap in travel marketing between the growing influence of movies and TV shows on tourism and travel bookings. According to the Expedia Group 2023 Travel Trends Report, 39% of global travelers booked a vacation to a destination they saw in a movie or TV show that was broadcast. The company's research also found that destinations seen in movies or on television are among the most influential sources of travel inspiration, significantly surpassing the influence of social media.
"At Brand USA, we're proud to be the nation's storyteller, bringing America's cities and states to life through compelling short and full-length video content. We understand that film and television are powerful motivators travel," said Staci Mellman, Senior Vice President of Integrated Marketing at Brand USA. "We are excited to partner with Expedia Group in launching this new technology platform and for us, this initiative represents the next evolution of storytelling, guiding consumers from awareness to action by giving them the opportunity to book directly. what they see on the screen.
ROI for inspirational travel content has historically been difficult to measure for those operating in the travel and advertising industries. Through the platform, partners can more accurately track metrics such as average time spent viewing content and the number of visitors who intend to book to see how content is influencing bookings and the demand. The platform can be scaled to meet the content needs of any partner, including companies outside of the travel space.
This new platform also supports the Content Value Initiative, a newly formed organization of key players in the travel and hospitality space to help address the complexities of measuring the impact of content in the travel industry. By giving travel partners the ability to track and measure the impact of their content on travel booking decisions, this platform is a key step in the industry's goal of creating a standard measure for content impact and value.