TripAdvisor unveils sponsored content offerings for destinations

TripAdvisor has introduced a new sponsorship opportunity exclusively for tourism organisations seeking increased engagement of their content within the platform’s newly revamped destination search pages.

The new destination sponsorship offering provides a platform for media buyers to showcase and shape their story and connect to travellers who are seeking new ideas on where to stay, dine or visit.

TripAdvisor unveils new sponsored content experience

Christine Maguire, vice- president, advertising revenue for TripAdvisor, said: “Our platform allows our tourism partners to do two key things: reach more travellers and share differentiated experiences. By using rich media, inclusive of vibrant imagery, video and curated travel experiences, our partners can influence and reach more travellers during the exact moment when they are most open to discovering new places to visit.”

A recent analysis of more than 300 destination marketing partners utilising the new sponsored content offering within the travel feed saw an aggregate 25 per cent lift in increased content engagement.

The new destination sponsorship includes a cover photo with destination branding, photo albums, ad placement and a discovery carousel.

TripAdvisor says the destination sponsorship is the first of many sponsored products aimed at helping to elevate partner content to more relevant, high-intent travellers throughout their journey on the platform.

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