Travel search website Sidestep is to step up its activities in the UK and Ireland in early-2007 following the successful launch of a dedicated portal for the region last September.
The US-owned company will use online marketing techniques such as newsletters and sweepstakes to drive traffic alongside traditional methods such as pay-per-click advertising and search engine optimisation.
However there are no plans for an above-the-line marketing campaign similar to the expensive and well-received TV advertising programme carried out during 2006 by rival UK travel search site Travelsupermarket.
Europe managing director Kevin Eyres told Travolution: “We are looking at how to have a one-to-one relationship with consumer. One of the best ways is through sweepstakes and regular newsletters.”
Eyres said the recent acquisition of consumer review website Travelpost will lead to the integration of relevant content to the hotel reviews section of Sidestep.
Sidestep already carries consumer reviews of hotel accommodation, but there are no immediate plans to send content to Travelpost.