TripAdvisor has announced the official launch of 'sponsored placements', an advertising solution that enables businesses to capture the attention of travellers and drive quality, targeted traffic to their property.
According to a press release, the new sponsored placements solution allows accommodation businesses to capitalise on TripAdvisor's influence over consumers' buying decisions by significantly increasing their property's visibility and driving booking referrals.
Customers can select from three monthly cost-per-click budget options. Ads are then automatically targeted to qualified traffic searching for relevant accommodation options in the area. Businesses are charged for the number of clicks their ads receive.
Martin Verdon-Roe, vice president B2B product and marketing, TripAdvisor, said, "Given the influential role TripAdvisor plays in the inspiration, shopping and decision phases of a traveller’s planning and booking experience, we decided to build a product to help accommodation business owners reach potential guests. Sponsored placements is the smarter advertising solution the sector has been waiting for—developed to increase a property's exposure on TripAdvisor and reach travellers with high booking intent."
The launch of sponsored placements follows a three-month beta period in which over 10,000 accommodation owners used the solution to launch ad campaigns across 5,500 destinations.
Gianfranco Acamparo, owner and general manager of Grand Hotel Aminta in Sorrento and one of the early adopters of the solution was quoted as saying in the release: “With the new sponsored placements, we can appear above search results and people are able to contact us directly via our business advantage links. It's saving me commission costs because people are contacting us directly or booking on our website. So far we've seen a 20% increase in direct bookings in 40 days."