What Expedia’s Media Mindset Means for Tour Operators

Posted by Peter Hilliard on January 18th, 2017

What Expedia’s Media Mindset Means for Tour Operators

Expedia Media Solutions started in 2008 as a small part of Expedia Inc., the world’s largest online travel company. Since then, it’s grown at a rapid pace – 25% year over year since 2012.

But for Expedia, Expedia Media Solutions is more than just an in-house team of digital media consultants and experts. It represents a bigger, more pivotal shift away from being a purely e-commerce company to one with a holistic marketing mindset informed by shifting market trends.

So what does all this mean for tour operators? Keep reading to find out:

1. Test and Learn

For Expedia, it’s all about testing new tools and tactics to find out what changes will be best for merchants and travellers alike. These initiatives mean new tools that tour operators might be able to make the most of.

TravelAds Direct is a pay-per-click program that lets certain vendors create and target ads. This lets companies create dedicated budgets, tailor approaches, track responses, and generate better results.

2. Create Compelling Content

Expedia is thinking about more than simply facilitating transactions, envisioning itself as a publisher of content (including videos, quizzes, and other interactive media) designed to connect with consumers.

Expedia Media Solutions recently completed videos for VisitDenmark that let watchers tour two cities, Copenhagen and Aarhus, via bicycle. But rather than show you around on a pre-determined route, you decide your own journey – selecting from a series of interactive prompts.

3. Be Ready for Any Device

Travellers are relying on their mobile devices more than ever, with up to 70% of travellers using their smartphones and tablets to conduct research and make bookings. For Expedia and tour operators alike, being able to handle an on-the-go booking experience is critical.

How Can Tour Operators Make the Most of These Changes?

Partnering with an Online Travel Agent (OTA) like Expedia can help you grow your brand and boost sales, though you need to be ready to capture Expedia’s attention:

  • Be Confident in Your Value: Rather than starting a price war with competitors, focus on the added-value perks travellers can enjoy when they choose your tour.
  • Craft Compelling Content: Make sure it’s easy for Expedia to build up your profile, supplying dynamic descriptions and photos to attract the attention of would-be customers.
  • Rely on an Easy-to-Integrate Booking Form: The right tour software (featuring real-time integration and more) makes it easy travellers to book their spot on an adventure they won’t soon forget.

Starting with the right tour software is a key part of the equation, simplifying and streamlining the booking process for you, OTAs, and customers to boost sales and take your business to new heights.

At DataTrax, our automated booking solutions are designed by tour operators for tour operators. Contact us today to learn how our products and services will make it easier to run and grow your business! 

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Peter Hilliard

About Peter Hilliard

Peter Hilliard is the Founder, President, and CEO of DataTrax. He began his career as a tour bus operator with a single bus, until he realized that a better solution was needed for automating and tracking ticket sales. Led by Peter’s expertise in the tour industry and ticketing automation technologies, DataTrax has grown over the past 20+ years into an international leader in ticketing solutions.