Official Post by Travelport
Tips for creating adverts that maximize conversion on the GDS
Human beings are unique in our ability to cut through the garbage and find what we want and need. Maybe it helped our ancestors sort the good berries from the poisonous ones, or maybe it just helps us use our time efficiently, produce more, or get where we’re going faster.
So, if you thought all digital ads were created equal, it’s time to think again. Research has shown that what’s in your ad really matters, from the offer itself, to the keywords you choose, and the hotel details you include. Find out how to optimize your ads to increase your conversion and generate more bookings and revenue with these key insights.
Great offers are the biggest driver for ad success
Digital ads on the GDS typically outperform other channels, but the offer itself is still the biggest factor in your quest to maximize conversion. In fact, 67% of agents would click on ads that promote ‘great offers’. Exactly what is a great offer? They typically offer travelers discounts on rooms or ancillaries, or added extras such as complimentary breakfasts, Wi-Fi, or others. Ads promoting high commissions for agents are also typically very successful.
Agents want to see hotel IDs featured in digital ads
Agents want, and need, to do things quickly to maximize their productivity and commissions – and that includes searching hotel and offer availability from digital ads. For this reason, ads that include the (typically 5-digit) hotel ID tend to perform better than those that don’t.
Words matter, with more agents likely to book from ads containing particular key words and phrases
The wording of digital ads is hugely important in terms of their ability to convert more lookers into bookers. Key words that were seen to increase the likelihood of booking from an ad include ‘Discount’, ‘Fifty percent off’, ‘Promotions’, ‘Offer’, and ‘Price’. The word ‘Commissions’ was also seen as attractive for agents, as were specific words around ancillaries or extras, such as ‘Free breakfast’, or ‘All inclusive’.
Graphical and ‘landing page’ ads are both popular with agents and effective for communicating the unique benefits of your rooms, rates, and offers
Agents would view ads to find out more about the hotel supplier globally. The GDS graphical ad is a format that works very well for leading agents to landing page ads that provide more details on a hotel supplier, property, or specific promotion.
Find out more about optimizing your digital ads with Travelport
Combining data-driven insights, efficient targeting and the creation of captivating (and relevant) adverts will allow us to facilitate the delivery of your high-impact digital ads to more than 60,000 travel agencies worldwide.
We hope you’re feeling inspired to optimize your digital advertising and boost conversions from your digital campaigns with Travelport. Contact us for more information about our Digital Media Solutions and how they can help you grow your business on the GDS – and on Travelport platforms in particular.