- Expedia Group Media Solutions is launching a recent media platform that enables users to book travel, including hotels and flights, as they view content on U.S. destinations.
- Featuring inspirational travel content provided by Brand USA, the “shoppable” streaming platform, called GoUSA, will showcase short- and long-form video and interactive maps.
- Expedia Group’s 2023 Travel Trends Report revealed that 39% of worldwide travelers booked a vacation to a destination they saw in a movie or TV show they streamed.
According to Expedia Group research, destinations that were seen in movies or TV shows are amongst probably the most influential sources of travel inspiration, much more so than social media.
Expedia Group Media Solutions and Brand USA’s GoUSA streaming hub “bridges the gap in travel marketing between the growing influence of streamed movies and TV on tourism and travel bookings,” Expedia Group Media Solutions said in a release.
“This platform is really the primary of its kind in a world where inspirational travel content is always evolving and symbolizes the following phase in entertainment tourism,” said Angelique Miller, vice chairman of media studios at Expedia Group, in the discharge. “The recent technology creates an area where someone can devour engaging travel content and book experiences in the identical place at the identical time, effectively ‘shopping the series.’”
Call it “The White Lotus” effect — the favored HBO show increased interest in each Maui, Hawaii, and Taormina, Sicily (season one and two locations, respectively), based on The New York Times. A recent report from American Express also found that 70% of Gen Z and millennial travelers said they’ve been inspired to travel to a destination after seeing it on screen.
Expedia’s recent shoppable streaming platform goals to capture the sway of streaming content and convert it into travel bookings. Through the platform, Brand USA can even have the ability to trace and measure the impact of its content because it pertains to booking decisions, particularly which content is generating probably the most engagement and influencing bookings.
Read the total article here
