Tourism Australia is going after the online travel market through a new multi-million dollar partnership with Expedia.
The agreement is the first official partnership between the bureau and an online travel agency.
According to Tourism Australia’s Managing Director, John O’Sullivan, it comes after seeing an increase in bookings to Australia coming through online agencies such as Expedia.
“[This] makes Expedia an ideal conversion partner, particularly from our recently revamped australia.com website.”
John O’Sullivan, Tourism Australia MD
As part of the agreement, the two will work together to develop and roll out new campaigns designed to encourage online shoppers to book a holiday to Australia.
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.
Marketing activities will be extended to additional markets over the course of the three year deal.
In addition to marketing, the two will share reporting on consumer insights and data analytics.
Tourism Australia and Expedia join forces to promote Australian tourism http://t.co/Z3itTmT37b @TourismAus @expediainc
— Tourism Australia (@TourismAus) July 22, 2015
“Partnerships are critical to Tourism Australia in terms of us increasing our customer reach, providing cut-through for our destination messaging and, ultimately, making it easier for consumers to plan, book and buy quality Australian tourism products.”
John O’Sullivan, Tourism Australia MD
Expedia Media Solutions’ Global Senior VP, Noah Tratt, added that together the two group will showcase Australia’s ‘natural beauty, unique cuisine, wonderful wine and so much more’ to the world.
