WTM London: New online contracting model increases tourist flow in Brazil

During the WTM in London, this Tuesday (7), Embratur signed a commercial association agreement with the Odigeo group, which manages three online travel agencies – better known by the English acronym OTA (Online Travel Agency) – Go Voyages, which operates in France; Edreams, in Spain, Germany, France and the United Kingdom, and also Opodo, which also covers the French, British and German markets.

The agreement with the Odigeo group is part of Embratur's new relationship strategy with OTAs to carry out cooperative campaigns, when these companies also run the Agency's advertising campaigns on their platforms. The current management of Embratur innovated by establishing, in the contract, new devices such as sales objectives and presentation of performance results in real time. The data helps guide campaigns to attract more international tourists to Brazil.

The new business model has already produced results. A contract signed with the Expedia Group, which operates in the US with the OTAs hotels.com, expedia.com and trivago.com, resulted in a 38% increase in the issuance of air tickets and accommodation in Brazil. There are 9 thousand new tourists in addition to what was expected for the campaign period, at the beginning of the second half of this year. These additional visitors would not buy trips to the country organically.

According to a report by Expedia Group, the partnership achieved the best return on investment ever. The most important data is what the market calls ROAS. In Portuguese, the return on investment made with advertising: every dollar invested in the campaign generated 42.9 dollars in products sold (including tickets, accommodation, car rental and others). It is the largest of all the campaigns that Expedia has already carried out with Embratur. The destinations that most attracted North Americans were Rio de Janeiro (RJ), São Paulo (SP), Porto de Galinhas (PE) and Natal (RN).

Sustainability
The alliance with Odigeo provides that the company's OTAs will show a hotsite of sustainable Brazilian destinations promoted by the agency for the European market. The president of Embratur, Marcelo Freixo, highlights that the commitment of European tourists to the sustainability agenda grows every year. “Sustainability is one of the requirements when European tourists choose their destinations. Focusing on the issue helps us increase the visibility of Brazilian destinations and places Brazil in a leading position in the international debate,” he explained.

Latin America
Embratur also signed an alliance with Decolar to attract more tourists from Latin American countries. In this case, the actions will be carried out on the OTAs Despegar, Bestday and Viajes Fallabela. The requirements are the same, achievement of objectives and performance information in real time.

The agreement also includes an invitation to influencers from these markets to visit Brazil and share their experiences on social networks. Embratur pays special attention to the international tourism market in Latin America, this is because of the five countries of origin that send the most tourists to Brazil, four are from Latin America: Argentina, which occupies first place, followed by Paraguay, Chile and Uruguay. , in third, fourth and fifth position, respectively. The second position is from the United States.

Fuente: Embratur.