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The platform provides viewers with an innovative way to watch travel content while simultaneously buying and booking travel while watching the series. game changer through the well-known model of TV sales, but this time in the sale of tourist content.
Expedia Group, the global travel advertising platform, has unveiled a new media platform, a first-of-its-kind travel and advertising platform, that gives travelers the tools to buy and book travel while viewing travel content, making travel booking fun.
Using the technology of the "shoppable" platform, the company partnered with Brand USA, an American international destination marketing organization, to create a channel for their "shoppable" content, called GoUSA.
Similar to the well-known model of TV sales, but far ahead of that.
Featuring inspiring travel content and interactive Brand USA maps, the innovative hub showcases the breadth and depth of engaging travel content for a variety of trips across the US, while giving travelers the ability to book hotels, experiences and flights while viewing content in real-time.
The platform is specifically designed to match travel options inspired by custom viewable content with Expedia's bookable supply, while enabling Brand USA to track and measure the impact of their content on travelers' booking decisions, specifically which content generates the most engagement from travelers and impact on reservations. The site recently went live in Canada with additional markets in the pipeline.
"This platform is truly the first of its kind in a world where inspirational travel content is constantly evolving and symbolizes the next phase in entertainment tourism. New technology is creating a space where one can consume engaging travel content and book experiences in the same place at the same time, effectively 'shopping a series'', she said Angelique Miller, Vice President, Media Studios at Expedia Group.
This new shoppable streaming platform bridges the gap in travel marketing between the growing influence of movies and broadcast TV on tourism and travel bookings.
According to Expedia Group's 2023 Travel Trends Report, 39% of global travelers booked a vacation to a destination they saw in a movie or TV show they watched. Expedia's research also found that destinations seen in movies or on TV are among the most influential sources of travel inspiration, with movies or TV content watched far outstripping the influence of social media.
“At Brand USA, we pride ourselves on being a national storyteller, bringing America's cities and states to life through compelling short and long-form video content. We understand that film and TV are powerful drivers of travel. We are excited to partner with Expedia Group in launching this new technology platform and for us, this initiative represents the next evolution of storytelling - moving consumers from awareness to action by giving them the opportunity to book directly what they see on screen", she said Staci Mellman, senior vice president of marketing at Brand USA.
Return on investment in inspirational travel content has historically been difficult to measure for those working in the travel and advertising industries. Now through the platform, partners can more accurately track metrics, such as average time spent viewing content and the number of visitors who intend to book, to see how content is impacting bookings and demand. The platform can scale to support any content needs of partners, including companies outside the travel space.
This new platform also supports Content Value Initiative, a newly founded organization by key players in the travel and hospitality space to help solve the complexities of measuring the impact of content in the travel industry. By giving travel partners the ability to track and measure the impact of their content on travel booking decisions, this platform is a key step in the industry's goal to create a standard measurement of content impact and value.
In addition to video dominating social networks for years, Brand USA has made an extension of its "TV program" which was the first in the world to launch. Also, it is about interesting tourist documentaries (storytelling) that promote destinations and contents, which are not in the classic narrative of TV sales - buy now and immediately, but more entertaining informative tourist content, but with the option of online purchase.
On the other hand, Expedia has further expanded its platform as part of Expedia Group Media Solutions and has positioned itself as a leader in video promotion of destinations.
Ingenious, definitely a game changer and a big step forward for the tourism industry.
