Tripadvisor teams up with DerbySoft for advertising of its hotel brands

Tripadvisor Display Advertising offers incremental opportunities to engage with consumers further down the purchase funnel

Travel platform Tripadvisor and travel technology specialist DerbySoft, have announced they are testing a new partnership that will bring display advertising to Derbysoft’s 6,000 hotel partners across the Tripadvisor platform. 

Through Tripadvisor Display Advertising, hotels will be able to reach even more of Tripadvisor’s engaged audience and track the success of their campaigns with incremental measurement. 

Through the available media, hotels can target audiences shopping in a particular geographical location who are likely to browse and book. 

Crucially, they can also increase their reach and click volumes by engaging with incremental lookers and bookers higher up the funnel, helping to complement lower funnel, conversion-focused solutions like metasearch. 

Inventory is currently in the testing phase, but will complement Tripadvisor’s Sponsored Placements and Business Advantage products.

DerbySoft’s global hotel partners with more media available. 

Toni Marti, global head of channel partnerships of DerbySoft, said: “We’re always looking for new ways to enable our partners to reach their audiences effectively. By leveraging the strength of Tripadvisor’s platform and its global audience of travellers we can create even more success for our hotels.”

Christine Maguire, GM/VP of global media business of Tripadvisor, added: “DerbySoft is a longstanding partner so we’re delighted they are testing our media offering. 

"We’re confident that we can partner to prove that media is not only a standalone driver of incrementality for hotels but can also drive efficiency for our Business Advantage and metasearch offerings by priming users higher up the funnel. 

"It’s an exciting proposition that will enable DerbySoft’s hotel marketing partners to gain even more value from the Tripadvisor platform.”