TUI
With Pinterest Travel Catalogs TUI brings ready-to-book traffic to their website
Tour operator TUI were an early adopter to the new Pinterest ad format Travel Catalogs. With this new advertising solution, the brand were able to showcase their entire portfolio of over 50,000 hotels as part of their campaign, driving high-quality traffic directly to their booking page.
The inspired travel booking journey is on Pinterest. People use Pinterest to help them decide where they want to go and where they’ll stay. Travellers are 2.6x more likely to cite Pinterest as the most influential platform for choosing a holiday destination than any other social media platforms1. So, brands can reach travel curious audiences where they are to help them go from trip inspiration to booked vacation1.
It's no wonder that TUI, Germany's largest tour operator, wants to meet people on Pinterest exactly where their wanderlust and travel fever are at their highest — directly at the source of inspiration, as they discover new destinations. And now, they can reach people as they decide on a specific hotel.
6x higher
outbound Clickthrough rate compared to previous conversion campaigns2
80% lower
outbound cost per click compared to previous conversion campaigns2
Travel Catalogues: When the dream hotel is just a click away
Aiming to drive website traffic and bookings, TUI launched a campaign using Travel Catalogues. After uploading their feed, TUI’s listings populated their Shopping and Collections ads, updating dynamically based on availability. People could go directly from finding the perfect room to booking it, turning TUI’s ads into qualified website traffic and ultimately leading to bookings.
With the right targeting strategy, their ads would also appear in search and home feeds and related search results right next to inspiring content from dream destinations. TUI also leveraged Travel Catalogues’s dynamic retargeting options that allow the advertiser to retarget based on location.
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Miriam Abels
Digital Performance Marketing, TUI Germany
Travel Catalogues make it easier to go from inspiration to destination
The campaign not only delivered strong results — outbound clickthrough rate were 6x higher than previous conversion campaigns— it also did so efficiently —measuring an 80% lower outbound cost per click compared to previous campaigns2.
TUI are enthusiastic about the opportunity to easily scale the Travel Catalogues feature, and they are already planning campaigns that will leverage the new Pinterest advertising solution.
Tips for your next campaign
Try these Pinterest best practices to get more out of your campaigns:
Sync your listings with Travel Catalogues. And make your hotel rooms directly visible to millions of people on Pinterest who are looking for their next dream holiday and are searching for inspiration.
Use inspiring images to spark emotion and a sense of wanderlust. People who save travel Pins want to discover places that they long to visit and get inspired. Beautifully furnished hotel rooms, a luxurious pool area or relaxed beach vibes will leave Pinners wanting more and get you the traffic you want.
For travel ads, choose an attribution window of at least 30 days as a basis for evaluation. People on Pinterest like to plan for the longer term and can also decide to holiday in a dream hotel several weeks or even months after they have seen the ad.