Travelers are taking trips again. International tourism ended 2023 at 88% of pre-pandemic levels, according to the World Tourism Organization, an agency of the United Nations. During the pandemic, the travel industry experienced significant challenges and we created solutions to help advertisers navigate a time of deep economic uncertainty.
NB: This is an article from Google Ads
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As the needs of travelers and advertisers shift with the industry rebound and technological innovations, we’re evolving to ensure businesses are ahead of these changes.
Giving companies the tools to build thriving digital businesses is crucial now more than ever. With upcoming changes, like third-party cookies getting phased out, we need to transition to more durable strategies to help grow your business. Our travel commissions-based solutions require third-party-cookies and stay-specific information to accurately determine when a particular customer has stayed at a hotel to properly compute commissions. In light of industry changes, we’ll sunset both Commissions (per Stay) and Commissions (per Conversions) bid strategies for Hotel Ads in October 2024.
To make this update as simple as possible, we’ve introduced target Return on Ads Spend (tROAS) for Hotel campaigns and expanded our Performance Max for travel goals solution. tROAS for hotel campaigns brings improved bidding accuracy against your performance goals, with additional product improvements to come later this year. Additionally, in 2023, we launched Performance Max for travel goals. Now, we’re expanding this solution to include Hotel campaigns with tROAS across all of the Performance Max inventory. Powered by Google AI, your business has a greater opportunity to stretch your budget and achieve your performance goals.
You can continue using Commissions bid strategies until the sunset date while exploring the benefits of tROAS for Hotel campaigns or Performance Max for travel goals. After that, Commission bid strategies will gradually transition as follows: