Tapping high-value buyers online gets easy for travel cos

BANGALORE, INDIA: Criteo has put additional bidding intelligence to its Engine to help online travel companies to direct their marketing budgets on the most valuable buyers; those who are most likely to purchase. Travel companies can target consumers based on the amount they are likely to spend when booking travel and vacations.

The latest release of the Criteo Engine automatically evaluates a traveller’s readiness to book and the expected booking value for each ad opportunity, by assessing a significant number of variables such as navigation patterns, destination and pre-booking window.

These are evaluated in real time and as a result, the Criteo Engine is able to optimize advertising spend by focusing on the right users, identifying the right timing in the crucial pre-booking window and adapting to travel seasonality in each country.

This enhanced Criteo Engine is already live with more than 300 clients worldwide and has increased overall booking value by an average of 20 percent for travel clients.

Jonathan Wolf, Chief Product Officer at Criteo said, “Our latest Engine enhancements are specifically focused on the travel industry. Travel advertisers are now able to reach higher value vacation planners who are likely to spend more, and reduce ad spend on lower value customers.”

In addition, Criteo has launched a new set of advertising layouts for the travel sector that are mobile-native. Criteo's new travel ad layouts help airlines achieve their performance and branding goals, while maintaining compliance with airline advertising regulations.