Brief:
- Travel review hub TripAdvisor introduced a data platform aimed at helping advertisers reach target audiences on Facebook and Instagram. TripAdvisor Connect taps into its data about travelers and diners for ad campaigns outside of its website and app, per an announcement shared with Mobile Marketer.
- The company's media solutions team plans to expand TripAdvisor Connect in the near future to other social media channels where the company is present. Almost half (49%) of travelers said that TripAdvisor inspired them to visit a new destination, while 60% of travelers who booked online said they visited the site during the decision-making process, per studies cited by the company. Eighty-six percent of travelers read reviews before making a travel purchase decision.
- The company currently has 10 million followers on Facebook and Instagram, Christine Maguire, VP of advertising revenue at TripAdvisor, said in the announcement. The company also has 490 million users and has published more than 795 million user-generated reviews of 8.4 million hotels, restaurants, experiences, airlines and cruises, among other travel-related services.
Insight:
By connecting its vast trove of traveler data with social media platforms, TripAdvisor may help marketers — including those outside the travel industry — to reach audiences who are spending less time with traditional media. Social media advertising continues to show strong growth, driving demand for more data about consumers who use platforms including Facebook and Instagram. Ad spending on social media will jump 20% to $84 billion this year, expanding its share of the global ad market to 13%, per a forecast this week by Publicis-owned media agency Zenith.
TripAdvisor Connect is a way for the company to monetize its consumer data as it faces threats from disrupters like Airbnb, which has its own user-generated reviews and home-sharing listings that bypass third-party travel sites. TripAdvisor also lists vacation rentals on its site — and operates FlipKey, Niumba.com, Holiday Lettings and VacationHomeRentals.com — for travelers seeking lower-cost lodging or hotel alternatives.
Previously, TripAdvisor expanded its community beyond travelers who provide reviews of their experiences to include brands, social media influencers, publishers and friends as part of a mobile experience refresh. By adding more content from media brands and social influencers, TripAdvisor could make its website and app more engaging for users who might turn to social media to find genuine travel guidance from relatable sources.
TripAdvisor said revenue fell 3% to $422 million in Q2 from a year earlier, including the effects of foreign exchange. Revenue from its hotels, media and platform category dropped 7%, while dining and experiences were a significant bright spot with a 28% gain, per its quarterly report.
