Dive Brief:
- Mars Petcare has partnered with Tripadvisor on a co-branded digital travel hub designed for pet owners, according to a press release. The initiative is sponsored by Mars’ dog food brand Cesar.
- The travel-planning portal, which is available on Tripadvisor’s website and app, includes guides for visiting pet-friendly cities and an artificial intelligence-powered tool for drawing up an itinerary. It also shares tips for businesses that want to better accommodate pets.
- Cesar is looking to advance a brand mission launched in 2022 around making the world more dog-friendly, and Tripadvisor plans to expand the hub globally in the future.
Dive Insight:
Mars Petcare and Tripadvsior want to quell the concerns of consumers who struggle with taking trips because of their pets. The companies cited data that found pet owners go on vacations infrequently, and that one-third have altered travel plans due to the difficulty of bringing their furry friends along.
The co-branded hub is initially targeted at U.S. cities that have been deemed pet-friendly, including Miami, Austin and Nashville, but will expand to more global markets. Businesses are another focus of the partnership, as less than 1% of U.S. restaurants listed on Tripadvisor are considered pet-friendly. The announcement additionally included the debut of a new award category on Tripadvisor recognizing the most pet-friendly hotels, with support from Cesar.
Summer travel season is getting into swing, meaning Tripadvisor could attract more customers seeking pet-friendly destinations and ideas for local activities during their stay. For Mars Petcare, the deal might provide insights into the habits of shoppers outside of trips to the pet store while helping to shore up the position of its Cesar line of dog food. The Mars Incorporated division has ramped up a focus on digital and tech-forward marketing, including through the appointment of its first chief brand and experience officer last fall.
“At Mars, we’re dedicated to becoming the most digitally enabled, pet parent-centric organization, which means collaborating with innovators like Tripadvisor to transform the pet parent experience,” said Natalia Ball, global chief growth officer of Mars Pet Nutrition, in a statement. “This partnership cements our commitment to supporting pet parent communities, using our unmatched expertise, knowledge and relationship with over 400 million pets and their pet parents who purchase our products every year.”
Marketers more frequently are turning to non-endemic partners to get better data on their audiences. Beer brand Corona in April teamed with Tripadvisor on a similar concept, offering curated travel guides and insights and spotlighting its festival series, the 2024 Corona Sunsets Festival World Tour.
