Expedia Combines Travel Booking, Shopping and Streaming in New Platform
Key Points
- Expedia Group Media Solutions has launched a platform that combines travel booking with streaming content.
- Brand USA will partner with Expedia to create the GoUSA channel, featuring inspirational travel content and interactive maps.
- The platform reflects a trend of tourism agencies investing in streaming services for their precision and flexibility in advertising.
Summary
Expedia Group Media Solutions has introduced a new platform that merges travel booking, shopping, and streaming, with Brand USA as a key partner. The GoUSA channel will offer inspirational travel content and interactive maps, allowing users to book travel experiences directly while watching. This initiative follows a trend where tourism marketing agencies are increasingly investing in streaming services due to their targeted and flexible advertising capabilities.
Expedia Group Media Solutions, Expedia’s travel advertising division, has released a new media platform that allows travelers to shop and book travel as they watch content. One of its first partners will be Brand USA, the U.S.’s national tourism marketing agency.
The Brand USA channel will be called GoUSA. In the channel, viewers will watch inspirational travel content and interactive maps that will highlight the diversity of trip possibilities. While viewing content in real time, users can book hotels, experiences and flights. In addition, Brand USA will be able track and measure the impact of their content on travelers’ booking decisions.
Expedia's platform launch follows the rising trend of tourism marketing agencies investing their advertising dollars on streaming services to inspire and drive visitation. Over the last few years, agencies have allocated larger shares of their marketing budgets and increased their investments by millions in streaming because of its targeting precision, management and flexibility.
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