TripAdvisor unveiled two 30-second advertisements, both of which remind viewers of the site’s green-bubbled one-to-five user-review scale.
One ad, titled “The Vacationer,” wordlessly follows a hotel guest walking to her hotel room and opening the room’s curtains to reveal an ocean view, causing her “green bubble” ranking to increase to five from three bubbles.
The other ad, titled “Room Service” shows a hotel reviewer’s ranking increase to five from four bubbles after a hotel employee brings him a tube of toothpaste. TripAdvisor says additional ads are being planned.
Founded in 2000, TripAdvisor has more than 100 million reviews of about 3 million hotels, restaurants and other attractions.
“There are 260 million unique visitors to TripAdvisor every month, which is amazing, but that also means there are still over 2 billion Internet users we want to reach,” said TripAdvisor chief marketing officer Barbara Messing.
TripAdvisor’s second-quarter net income surged 26% from a year earlier, to $67 million, on growth across all its operations. While its primary click-advertising operations boosted revenue 21%, subscription and transaction revenue jumped 68% from a year earlier. Overall revenue increased 25% to $246.9 million.
There’s only one place where ignoring the organization and logistics involved with travel really pays off. That’s in travel ads where people don’t want to think about renting a car or booking a tour, but want to imagine themselves steeped in culture in front of vistas they’ve only seen in their dreams.
Consequently, this week’s ad roundup looks at the romantic side of travel. It looks past business meetings to see face-to-face human connection, turns arguably irresponsible last-minute trips into a celebration of spontaneity, and highlights how ancient trails can become a modern-day action movie.
Travel marketing often misses the mark in highlighting the specific stories that fuel much of the travel experience. For a business that hinges on emotion, this oversight leads to lackluster campaigns that just don’t have emotional resonance.
Thankfully, this trend has been reversed recently.
TV travel advertising in the U.S. has suddenly become more crowded and competitive, and as Expedia Inc. brands struggled to break through the clutter in the second quarter, the company’s hotel business suffered, and its Hotwire unit took a particularly hard hit.
Amidst some downbeat financials, that was the competitive climate that officials said Expedia operated in during the quarter.
The impact of Expedia’s multifaceted woes? Room night growth decelerated from 28% year-over year in the first quarter to 19% in the second quarter, and revenue growth likewise slowed from 24% in the first quarter to 16% in the second.
And, Expedia Inc.’s net income declined 27% to $90.5 million in the second quarter of 2013, compared with the same period a year earlier