How to target travellers from Expedia?
The most valuable tool at your disposal as a hotelier is data, especially when it comes to your potential guests. You want to drive more bookings at your property, but marketing blindly to the masses is not the way to do it. You first need to narrow down who your target market should be, and how you can actually reach them effectively.
There are many places you can find this data, including from online travel agents (OTAs) like Expedia, which recently published a guide on how you can target specific audiences to boost your conversions and bookings.
1. Travel behaviour for specific points
Expedia lists six broad categories in which travel companies can undertake audience targeting, covering a range of options:
- Travel geography
This includes origin, destination, route, country, booked destination
- Trip details
For instance type of credit card, number of travellers, days until trip start, duration of trip, travel end date, in-travel window
- Device based
Looking at browser type, device type, IP geography, mobile carrier, operation system
- Airline attributes
Such as air class, route, frequent flyer program, air brand shoppers, air brand bookers
- Hotel attributes
Featuring property types, hotel amenities, hotel star ratings, hotel brand shoppers and bookers, package shoppers and bookers
- Car/cruise attributes
Including car shoppers, car bookers, by brand, cruise destination, cruise shoppers and bookers
2. Consumer profile for demographics
This allows companies to target people who are shopping around for particular experiences, activities, or products. The criteria could come from one of many categories including credit card audience, brand affinity, in-market, avid traveller, household with kids, household income, age, gender, interests, education, professional status.
3. Custom audience for seasonality
Three great examples provided by Expedia were:
- Winter ski enthusiasts – Based on travellers searching and booking trips to specific resort destinations between November and March
- Family road trippers – Looking at families who stayed in smaller cities along US highways during the summer months
- Solo adventure seekers – Spotlighting solo travellers who were interested in single occupancy hotels and single air tickets to destinations like South Africa or Brazil