According to data from online travel company Expedia Group, its advertising tool TravelAds benefitted its hotel partners during global major cultural events in 2023.

TravelAds is a sponsored listings tool, allowing lodging partners to appear in a premium placement in search results on Expedia Group brands.

TravelAds targeting is based on real-time travel intent and demand data, which aims to help partners identify the most valuable travellers for their hotel.

Reportedly, properties running a TravelAds campaign see 90% more visibility and 120% more bookings overall versus non-enrolled properties.

During events in 2023 such as Wimbledon, the Super Bowl, and Taylor Swift concerts, Expedia reported boosts in revenue and bookings for hotel partners using sponsored listings.

TravelAds has launched an automated bidding feature for partners to adjust their bids based on their market goal preference and budget.

Expedia Group vice president of business development Jennifer Andre commented: "We're excited to continue working with our partners during 2024's biggest cultural moments — from the Paris Olympics to major world music tours — to offer them our full suite of advertising options and to elevate their listing when they need it the most."

The company recently broadened its global reach with a series of new and expanded partnerships with hotels, booking platforms and tourism boards.