Tourism Australia has signed its first marketing deal with a global online travel firm after securing a multi-million dollar, three year tie-up with Expedia.
The agreement will see the parties jointly collaborate and develop marketing campaigns and content, with the key inbound markets of the UK and US the initial focus.
Tourism Australia said it forms part of a focus on strategic partnership that deliver yield and improve conversions – one of core goals of the agency.
While Australia regularly features at the top of destination wish lists, cost and distance remain barriers to travellers actually booking a trip.
Tourism Australia managing director John O’Sullivan cited research which suggested travellers are “increasingly turning to online travel agencies” to book travel.
“[That makes] Expedia an ideal conversion partner, particularly from our recently revamped australia.com website,” he said. “Partnerships are critical to Tourism Australia in terms of us increasing our customer reach, providing cut through for our destination messaging and ultimately, making it easier for consumer to plan, book and buy quality Australian tourism products.”
Expedia global senior vice president Noah Tratt said: “Through our strategic co-operative partnership with Tourism Australia, we look forward to creating collaborative campaigns with our Expedia brand around the world to raise awareness and inspire more visitors to experience the natural beauty, unique cuisine, wonderful wine and so much more that Australia has to offer.”
The deal will also extend beyond marketing to share reporting of consumer insights and data analytics.