Expedia Group has unveiled technology which makes “entertainment tourism bookable” – giving travellers the ability to buy trips while they are watching content.
The group’s advertising organisation, Expedia Group Media Solutions, has partnered with Brand USA to launch the “shoppable” platform technology.
A channel called GoUSA has been created for Brand USA content to be “shopped” while showcasing trips across the destination.
Travellers watching the channel can book hotels, experiences and flights while the content is being viewed in real time – and Brand USA can measure the impact of its content on booking decisions.
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The site recently went live in Canada with additional markets in the pipeline.
Angelique Miller, media studios vice-president at Expedia Group, said: “This platform is truly the first of its kind in a world where inspirational travel content is constantly evolving and symbolises the next phase in entertainment tourism.
“The new technology creates a space where someone can consume engaging travel content and book experiences in the same place at the same time, effectively ‘shopping the series’.”
According to Expedia Group’s 2023 Travel Trends Report, 39% of global travellers booked a holiday to a destination they saw in a movie or TV show they streamed.
Expedia research also found that destinations seen in movies or on TV are among the most influential sources of travel inspiration, with streamed movies or TV significantly outperforming the influence of social media.
Staci Mellman, integrated marketing senior vice-president at Brand USA, said: “We pride ourselves in being the nation’s storyteller and bringing US cities and states to life through compelling short and long form video content.
“We understand that film and TV is a powerful motivator of travel.”
Partners can track metrics, such as average time spent looking at content and number of visitors intent to book, to see how content is influencing bookings and demand.
More: Expedia launches trip planning option powered by ChatGBT