Tourism Australia and Expedia join forces

The tourism quango Tourism Australia (TA) and the travel firm Expedia have joined forces in a bid to increase international travel to Australia.

TA and Expedia – which also owns brands including trivago, Hotels.com and CarRentals.com –  have signed an undisclosed “multi-million dollar” three-year deal to develop marketing campaigns and content.

Tourism Australia managing director John O’Sullivan, said the new commercial agreement was a deliberate move to focus on strategic partnerships which increased travel bookings and drove yield.

“Expedia is one of the world’s leading travel companies with 20 years’ experience of generating travel sales. It’s this expertise and impressive track record we are excited to be tapping into through this exciting new partnership,” O’Sullivan continued.

“Our research shows that our target customers are increasingly turning to online travel agencies when it comes to booking travel which makes Expedia an ideal conversion partner, particularly from our recently revamped australia.com website.”

Expedia vice president Noah Tratt said he looked forward to his brand being used around the world to raise awareness and inspire more visitors to Australia.

The first year of the agreement will focus on major campaigns in the USA and UK, two of Australia’s highest volume and highest spending markets. Marketing activities will be extended to additional markets over the course of the three year deal.

O’Sullivan said that the partnership would extend beyond marketing to also include shared reporting on consumer insights and data analytics.

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