Expedia has signed a number of strong partnerships that will help the company on its quest for a successful recovery during and after the pandemic. The deals could increase the number of travellers deciding to go on holiday across the globe, which will provide vital cash flow for a number of different business types in the tourism sector.

The World Tourism Organization (UNWTO) has signed a deal to work alongside Expedia to strengthen ties between the public and private tourism sectors. It is hoped that the deal will drive recovery in the wake of the devastating impact that Covid-19 has left upon travel and tourism.

Joint actions will focus on market intelligence and innovation. UNWTO and Expedia will also work together to promote entrepreneurship and professional education, and in the field of consumer protection. The partnership between UNWTO and Expedia Group will see both parties share data on tourism trends and developments, both at a global and local scale. This will help inform decision-making, producing data-based policies aimed to help tourism’s sustainable recovery and future development.

By sharing data on tourism trends and development, Expedia can create unique experiences and targeted advertisement campaigns that will increase website traffic and ultimately the number of customers that make a booking. Sharing data with UNWTO can also help Expedia to save on costs associated with primary research, something that could be crucial in the coming months.

Sports sponsorships could provide a global platform

Liverpool FC and Expedia have set off on a multi-year agreement that will position the travel platform as a principal partner of the club, landing on the shirt sleeve of both the men’s and women’s team kit.

As Liverpool FC’s official travel companion, Expedia will create emotionally-driven marketing campaigns through access to players, match day visibility and branded content. Communication will focus on empowering fans to discover, book and enjoy the journey as well as the destination, maximizing their experience for when football and travel will return to normal.

As a sector, travel and tourism brands haven’t always invested in sports sponsorship. However, sport’s growing global footprint has seen it become increasingly intertwined with the travel & tourism industry, where such brands are playing an ever more significant role in the sports partnerships landscape with deals signed with some of the world’s leading sports brands.

The sponsorship of European football teams creates publicity and interest from a global audience. However, this alone will not lead to a successful tourism campaign. Sponsorships must be used alongside activation techniques and often as part of a wider strategy. Expedia’s partnership with UNWTO suggests that its affiliation with Liverpool FC is part of a wider strategy and could lead to Expedia gaining a competitive advantage over its rivals.

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