TripAdvisor Creates Content Sponsorships for Destination Marketers

TripAdvisor, one of the web's most popular free travel guides, is looking to tap into the marketing budgets of destination marketers. Today, the company, which is largely user-generated and makes money from ads, launched a new offering designed to allow Destination Marketing Organizations (DMO's) the opportunity to promote and engage with travelers. Presumably this will provide CVB's with an official brand presence and a better way to streamline targeted content.

The sponsorship provides an opportunity for DMOs to incorporate targeted advertising, photos and videos, direct links to the DMO website, DMO brochure link, promotional messaging for deals and announcements, an events calendar, and a visitor's center placement within the destination map.

"TripAdvisor is a powerful vehicle to get San Antonio's diverse vacation offerings and discounts in front of targeted and value-minded travelers who are in the planning mindset," said Scott White, executive director of the San Antonio CVB.

"Given the successful launch of the TripAdvisor Business Listings subscription advertising for hotels, we expect that DMOs will be equally as enthusiastic about reaching travelers in this smart, new way," said John Henderson, vice president of sales at TripAdvisor. "Travelers will now be able to see regularly updated destination content including events information and more – from DMOs who know their destinations best."

While we're not completely sure whether this should be called an advertising placement, sponsorship or something else altogether (social media marketing?), as social media provides Tourism marketers with more effective channels to draw interest to events and dictate travel patterns, Tourism sponsors could be in position to provide a new type of in-kind value to properties and peer sponsors.