CANNES – Going on a trip typically immerses consumers in multiple steps of planning, researching, budgeting, booking and finally setting off. Each stage of this consumer journey is an opportunity for brands to create a shoppable moment for a highly engaged audience.
“We look at the travel journey as really fluid across all of the different things that you can do, and then all of the elements of commerce that are integrated in,” Christine Maguire, global vice president, commercial business at travel-review platform Tripadvisor, said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity.
“Shopping and trying your new ‘alc bev’ or Aperol spritz, looking at different beauty products and things that you want in-destination and then all of the other aspects surrounding travel: we look at it as one of the most valuable purchases that you’re going to make in the year and also the most considered,” Maguire said.
Travelers generate a variety of signals that indicate their intentions, including whether a trip is for business or leisure or both, considering how many people bring work with them on vacation. Advertisers, including those in categories that aren’t endemic to travel and hospitality, can harness these signals to improve the effectiveness of their campaigns.
“We really look at all of the search and behavioral data on the site and match that with what we’re seeing across the web,” Maguire said. Tripadvisor also relies on “our qualitative research to make sure that we can leverage that data across the entire journey for travel, but also across many non-endemic and adjacent categories, as we possibly can.”
Tripadvisor has collaborated with brands such as Corona beer, retailer PetSmart, beauty brand L’Oréal Paris and pet food maker Mars Petcare, in addition to hotel chains and destinations, on campaigns to drive e-commerce.
“We’re doing a lot with our brand studio across the insights that we have,” Maguire said. “AI is playing a big role in that for us to make sure that it’s fueling a starting point for travelers to not feel like it’s so cumbersome.”
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