Travel

Drive cost-effective travel traffic and online bookings.

As the most popular destination on the Web,¹ Yahoo! attracts millions of consumers every day. And with a dedication to the travel industry, Yahoo! provides an arena for travel sites to connect with interested customers. How can you tap the potential of this highly engaged audience? With help from Yahoo! Search Marketing.

Search and the Travel Industry

With more and more people turning to search to find and book travel, Yahoo! Search Marketing offers your business a great opportunity to reach its customers.

• Search is the number one tool used by consumers when planning an overnight trip.²
• In planning travel, users rate search higher (88%) than any offline resources including travel agents (63%), family and friends (78%).²
• 56% of travel consumers say search helped them discover a new site and 27% said search led them to a new brand.²
• On average, 20% of travel searchers make their purchases via offline channels.²
• Among luxury travelers, search is the leading resource identified, with 57% of luxury travelers stating that they turned to search when planning their last trip.³
• Search is considered the key source that you could not make a good decision about luxury accommodations without (65%).³
• Over 75% of luxury travelers said search leads in assisting them to find information that can’t be found elsewhere, and in helping them learn about unique/exclusive packages.³

What Yahoo! Search Marketing Can Do for Your Business

We offer a variety of ways for your business to tap the vast audience using Yahoo! Search and Yahoo! Travel.

Sponsored Search enables you to bid for on relevant keywords that potential customers are using to search online. Geo-targeting capabilities allow travel advertisers to target their offers to where the traveler resides (IP address). For example, advertisers interested in marketing warm weather vacations to travelers living in snow destinations during winter months will now be able to do so—making cost-per-click programs even more effective.

Search Submit Pro is a paid inclusion program where submitted URLs can be listed within natural algorithmic search results. This flat cost-per-click program gives travel advertisers additional exposure for mass and niched inventory, and the opportunity to control messaging and refresh content to reflect seasonality and dynamic inventory needs.

Travel Submit offers a flat cost-per-click program that gives travel advertisers access to Yahoo! Travel’s 6.9 million monthly users. It places advertisers’ offers within Yahoo! Travel Deals and is distributed throughout Yahoo! Travel, and other relevant, high-volume Yahoo! products and services.

Research Studies

"Travel research," October 2005
"Luxury Travel Study," National American Testing Organization, 2006

Best Practices

• Be sure to think about search as more than a single media buy and that it can provide another, cost-effective, form of distribution for travel advertisers.
• Use search to aid in product and brand awareness-building.
• Leverage search to close the loop on your marketing efforts. Statistics show that travelers will go online to learn more about your products and services after being influenced offline or through other channels.