Travel Industry Prepares to Reopen

As COVID-19 vaccine rollouts gain momentum across the globe, the prospect of international travel or local ‘staycations’ presents a wealth of opportunity for the travel industry. 

SimilarWeb data has revealed that digital demand for travel increased 24% in March 2021. Globally, Spring Break and Easter combined with location and attractions reopening and increased vaccine distribution led to all travel businesses experiencing growth. Additionally, hotel bookings in the US grew by 14% compared to the pre-pandemic levels of March 2019.   

With data indicating that consumer confidence in booking vacations is steadily growing, now is the time for travel brands to prepare for the re-emergence of the travel and hospitality sector. More than ever, brands need to be front and center as competition within the industry increases.  

At Rakuten Advertising, we’re ready to facilitate the relaunch of the travel industry for advertisers. Our global affiliate network and proprietary media solutions provide unparalleled audience reach and insights that enable travel advertisers to deliver strategic marketing campaigns for when consumers are ready to travel again.  

We provide the tools and insights so advertisers ‘are ready for adventures to begin again’ through our:  

Proprietary Network Data 

Our unique affiliate audience data allows us to better understand when and how consumers are researching and beginning to book vacations. This consumer data enables advertisers to pick the right moment to start advertising and targeting consumers with personalized promotions at relevant and appropriate times. 

Following a decline in hotel bookings, our US affiliate network has seen searches for accommodation increase, with bookings beginning to make a comeback. Furthermore, during the first quarter of 2021, the Rakuten Advertising Affiliate Network saw bookings for car rentals increase faster than that of hotels. This data demonstrates that the trend for local or intercontinental travel continues to climb.  

Rakuten Advertising’s affiliate data paired with competitive intelligence data from Rakuten’s proprietary consumer purchase panel provides crucial insights for the re-emerging travel sector. By monitoring the data and insights from this consumer data, we saw the US vacation rental sector increase 16% YoY in 2020, flagging an important moment as specific sectors of the travel industry began to rebound.  

Expertise

Timing is everything in the travel industry and advertisers need to be ready the moment consumers are. At Rakuten Advertising, we’re able to launch campaigns quickly and effectively. Our client service teams are best in class, and their attention to detail means optimizations are made efficiently, and strategies are tailored to deliver the best results possible.  

Using previous performance and benchmarking data, advertisers can stay ahead of the competition and carefully consider decisions to enhance their advertising performance.   

Additionally, affiliate tools and technologies are available that cater specifically to the needs of travel advertisers. Travel-specific Dynamic Commissioning enables advertisers to pay out affiliate commissions based on a set of predetermined KPIs. Through Dynamic Commissioning, advertisers can commission on new vs returning customers or the location or property type. 

Reach 

With diverse audiences across our owned premium digital media properties, Rakuten Advertising connects advertisers with audiences at the right moment, in environments where they choose to spend their time. 

• Rakuten Viki: As the global home to Asian content, Rakuten Viki boasts one of the most engaged audiences worldwide. With over 27 million global Viki users, advertisers become part of the experience by contributing to what consumers are watching. Travel brands will flourish within travel documentaries or among the latest Asian dramas and movies.  
• Rakuten Viber connects brands to over 1 billion consumers globally by serving relevant, non-intrusive native and video ad formats. For consumers, Viber is about sharing ‘Moments’ with friends and family while apart. Travel brands leveraging ‘Moments’ on Viber can connect with consumers in an authentic moment.  
• Rakuten Advertising Affiliate Network: In addition to our owned properties, advertisers can tap into our award-winning global affiliate network of more than 150K publishers.  

Are your consumers ready to travel again? Be ready when they are with Rakuten Advertising. Speak to an expert today!