Expedia Group announced today an industry-first collaboration with Beautiful Destinations to improve the way travelers discover, plan and book their travels. Expedia Group Media Solutions, Expedia Group Media Solutions’ in-house Creative Studio (E Studio), Media Buying capabilities and Rich Data Insights, combine Beautiful Destinations’ expertise in creating impactful, high-quality travel content. This collaboration expands Expedia Group’s creative offering for partners, allowing them to build shoppable end-to-end campaigns at a global level. This partnership will give you access to Beautiful Destinations’ 50+ millions followers on social media.
In recent years, social media has become a major influencer in travel decisions. According to a survey conducted by Expedia Group, 61% of respondents cite social media as their main source for inspiration when it comes to travel, compared with other sources such as family and friends, booking websites and travel agents. This has the potential to attract the attention of travellers with high intent during the inspiration phase. However, this has also led to an increase in the expectations of travellers who are looking for engaging, short-form videos, and travel content of exceptional quality. Legacy players struggle to meet these demands.
E Studio’s experienced creative team designs custom, integrated campaigns that bring partners’ brands alive. The partnership with Beautiful Destinations enables the E Studio team to meet creative requests from advertising partners more efficiently, while retaining Expedia Group’s proprietary ‘shoppable’ technology that means travellers can shop travel content as they engage. Beautiful Destinations’ decentralised creator-driven model enables advertising partners to save money and achieve unprecedented speed. The team moves from the briefing stage to the final delivery of marketing assets in just a few short weeks.
“We are incredibly enthusiastic about this partnership and the contributions our companies will make to the industry,” stated Jeremy Jauncey Founder and CEO at Beautiful Destinations. By combining Expedia Group’s creative and travel expertise with Beautiful Destinations’ global reach and social media followers of over 50,000,000, we are uniquely placed to offer travel marketing cutting-edge solutions that no other partner can.
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Beautiful Destinations and Expedia Group will collaborate to produce a variety of content, ranging from TikTok videos, to Instagram reels. Each piece of content is designed to drive travelers to Expedia Group’s brands, boosting conversion. Advertising partners can benefit from Beautiful Destinations’ impressive network of global content creators, as well as its huge social following. This will help them to expand the reach of campaigns and convert travellers with high intent into bookings.
Angelique Miller Vice President of Expedia Group Media Solutions, said: “This opens up a wealth opportunity for our advertising partner and meets an industry-wide requirement to deliver high quality travel content at scale while driving real business impacts.” “It’s another example of how Expedia Group Media Solutions’ travel media network empowers partners to reach travelers, wherever they may be on their purchase path.”
