InterContinental Hotels Group is linking up with Multimap, the UK’s specialist online mapping service, on a mashup to raise awareness of hotel locations at the same time as driving hotel bookings.
Multimap has integrated hotel location data – for brands including InterContinental, Holiday Inn and Crowne Plaza – with Multimap’s geographic data to display hotel locations on Multimap.
When Multimap’s users search for a map of an area where an IHG hotel is located they will see a geo-targeted leaderboard advert with a call to action suggesting they ‘Click to show the nearest hotels on the map below’.
When clicked this reveals hotel logos on the map, and a further click highlights information about that venue.
Visitors can click through to search for further information and make a booking at that hotel.
Andrew Rubinacci, IHG’s vice president distribution marketing Europe, Middle East & Africa (EMEA), said: “Location is of key importance to people when they are booking hotels.
“This deal with Multimap provides a visual answer to the question ‘Where is the nearest hotel?’ and is an innovative way to increase awareness and drive more bookings.”
Jim Cruickshank, director of mapping, local and shopping for Microsoft, added: “We have mashed up IHG’s data with Multimap location information and our ad serving data so that we can show consumers where their nearest hotel is located.
“The advertising is only shown to people searching for maps where the hotels are located meaning it is highly targeted useful and relevant to the consumer, therefore they are more likely to interact with the advertising.”