Expedia to bring buzz to Aussie tourism

Expedia to bring buzz to Aussie tourism
By Hannah Edensor


Expedia is the latest travel giant to jump into bed with Tourism Australia, signing up for another multi-million dollar marriage.

The Expedia Group has established a three-year marketing partnership that hopes to develop campaigns and content to increase international travel to Australia.

The three year Memorandum of Understanding represents the first formal agreement which Tourism Australia has entered into with a global online travel agency.

Tourism Australia’s md John O’Sullivan said the new commercial agreement was a deliberate move to focus on strategic partnerships which increased travel bookings and drove yield.

“Expedia is one of the world’s leading travel companies with 20 years’ experience of generating travel sales,” he said.

“It’s this expertise and impressive track record we are excited to be tapping into through this exciting new partnership.”

“Our research shows that our target customers are increasingly turning to online travel agencies when it comes to booking travel which makes Expedia an ideal conversion partner, particularly from our recently revamped australia.com website.”

The first year of the agreement will focus on major campaign activity in the USA and UK, two of Australia’s highest volume and highest spending markets, with marketing activities set to stretch out to additional markets over the course of the three year deal.

Mr O’Sullivan added that the partnership would extend beyond marketing to also include shared reporting on consumer insights and data analytics.

Expedia Media Solutions’ global senior vp Noah Tratt also commented on the union, saying our fair country has a lot to offer, and Expedia will help promote this.

“Through our strategic co-operative partnership with Tourism Australia, we look forward to creating collaborative campaigns with our Expedia brand around the world to raise awareness and inspire more visitors to experience the natural beauty, unique cuisine, wonderful wine and so much more that Australia has to offer,” Tratt said.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

    Latest comments

    1. …..what took them so long… anyway, better late than never… i’ve been feedbacking this idea to tourism australia since 2005 until very recently/not that I’m taking credit/… expedia was major ota internationally since the turn of the century with the biggest market in the usa…. australia, a struggling isolated country for tourists down under was also perpetually listed way down under the page of expedia’s international website in fine print classified as other destinations… none of the cities of australia was ever featured as a preferred destination on expedia’s home page… meanwhile, australia made a spectacular effort by rebuilding its website australia.com showcasing the uniqueness and beauty of the country winning accolades all over….. but is having a spectacular website enough to make a huge online presence… no way jose… online presence is a game everyone has to play… and you need to play with the big ones… you get the idea…

@australia expedia expedia group John O' Sullivan tourism australia

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