The idea of “set-jetting” – touring to locations and properties
seen in films or TV exhibits – has taken off up to now yr as exhibits resembling “White Lotus” have driven a spike in bookings.
Based on the American Express 2023 Global Travel Trends Report,
based mostly on surveys of three,000 vacationers in the US and 6 different
nations, 64% of respondents agree they’ve been impressed to journey to a
vacation spot after seeing it featured on a TV present, information supply or film.
Expedia Group shared related outcomes final fall in a report based mostly
on surveys and first-party information that discovered 61% of vacationers had booked a visit
after seeing the vacation spot in a present or film.
“Streamed strikes and TV exhibits are actually the highest sources of journey
inspiration (40%), outpacing the affect of social media … and on par with
suggestions from family and friends,” in response to the report, The No-Normal: Unexpected Travel Trends in 2023.
To helps its companions reply to this pattern, Expedia Group has
created a brand new “shoppable” streaming platform by means of its Expedia Group Media
Options promoting unit.
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The interactive resolution lets viewers e book journey as they’re
watching video content material.
The platform is launching with Model USA as its first accomplice. The
vacation spot advertising group for the US has created a website
targeted to travelers from Canada, with extra markets within the
pipeline, that showcases movies of journeys throughout the U.S. with hyperlinks to e book
inns, experiences and flights whereas watching.
USA, we delight ourselves in being the nation’s storyteller and bringing U.S.
cities and states to life by means of compelling short- and long-form video content material.
We perceive that movie and TV is a robust motivator of journey,” stated Staci
Mellman, senior vice chairman of built-in advertising at Model USA.
“We’re excited to be companions with Expedia Group in launching this new
know-how platform, and for us, this initiative represents the following evolution
of storytelling – guiding customers from consciousness to motion by giving them the
alternative to instantly e book what they see on display screen.”
The location is
configured so Model USA can monitor and measure the impression of the content material on
vacationers’ reserving selections.
“This platform is really the primary of its variety in a world the place
inspirational journey content material is consistently evolving and symbolizes the following
part in leisure tourism. The brand new know-how creates an area the place
somebody can devour participating journey content material and e book experiences in the identical
place on the similar time, successfully ‘buying the sequence’,” stated Angelique
Miller, vice chairman of Media Studios at Expedia Group.
“We’re thrilled Model USA are working with us, and that we will lengthen the attain
of their thrilling and revolutionary journey content material to new audiences by marrying it
up with our breadth and depth of bookable lodge, flights and actions choices
on our websites.”
Phocuswright Europe 2023
Be a part of us in Barcelona to listen to from Expedia Accomplice Options’
senior vice chairman Alfonso Paredes on how the corporate is innovating its
know-how and providers to fulfill companions’ wants.