TXA and TripAdvisor forge new initiative

14 February 2014

TXA and TripAdvisor forge new initiative

Building on the existing partnership between Tourism Exchange Australia (TXA) and TripAdvisor, TXA announced a major new co-operative digital initiative for the Australian tourism industry using TripAdvisor’s new TripConnect tool. This initiative results from TXA’s certification as a TripAdvisor Premium Partner for TripConnect.

TripConnect is a powerful new tool for SME accommodation Suppliers to generate incremental bookings by participating in TripAdvisor’s Hotel Price Comparison. TripAdvisor is the world’s largest travel site with over 260 million unique monthly visitors1. TripConnect allows Suppliers to place Cost-Per-Click (CPC) bids to capture more direct bookings as travellers shift from the research to the purchase stage. With TripConnect, SME accommodation Suppliers can capture TripAdvisor search traffic, participate in automated review collection and track return on investment for their campaigns.

To participate via TXA, accommodation Suppliers must have a Business Listing with TripAdvisor and use a TXA Connected Booking System

TXA is unique in that TXA booking pages can be used for TripAdvisor direct bookings fed by live availability and prices straight from you’re TXA Connected Booking System. This opens up this incredibly powerful booking capability to SME accommodation Suppliers that have not previously been able to access these tools.

Being first to market with this initiative Tourism NT has over the past 3 months been implementing initiatives around the TXA/TripAdvisor initiative as part of the Accelerator Program with the Digital Marketing Activation Program (DMAP).

Shane Crockett CEO of V3, a partner in TXA with the Australian Tourism Data Warehouse (ATDW) said, “TripAdvisor is a key player in the consumer travel purchase cycle, generating leads and facilitating online reviews which now play a significant role in the decision making process. This initiative is one of the best opportunities for Suppliers to maximise their sales potential on one of the world's largest travel sites, increase conversion and direct bookings and reduce cost of sale”.

Liz Ward, CEO of ATDW said “We are excited to be able to leverage TXA’s certification as a TripAdvisor Premium Partner to bring a package to help Australian accommodation suppliers engage with and effectively use TripAdvisor and CPC to boost bookings. We expect it to be a highly effective tool to reach and convert TripAdvisor’s huge audience to book directly via TXA and increase their revenues.”

“This TripAdvisor initiative is just another phase of our ongoing TXA digital strategy to help Suppliers maximise their online marketing to deliver better results at a lower cost.”

Avril Carter, TripAdvisor’s Territory Manager for Business Listings, Australasia, said “As the world’s largest online travel site, our new TripConnect TXA relationship means operators of all sizes can capture consumers and convert them to direct bookings more effectively through their TripAdvisor Business Listings. This will deliver direct bookings and achieve higher visibility within TripAdvisor consumer searches.”

1 Google Analytics, worldwide data, July 2013


About TXA

Tourism Exchange Australia is an inclusive and neutral booking exchange created by an alliance between ATDW and V3 to provide the Australian tourism industry with a combination of the current services offered by the ATDW and V3.

The ATDW collects tourism content from all Australian States and Territories and publishes it on multiple websites while V3 enables consumers to book the product immediately. The TXA connects both the ATDW and V3’s Open Booking Exchange technology to deliver a comprehensive suite of online, bookable Australian tourism products to consumers.

As an open, neutral and inclusive booking exchange TXA incorporates inventory and pricing from multiple booking systems and then distributes it widely to various websites. TXA offers distributors and operators the opportunity to increase their sales and provides consumers with the ability to source high quality tourism content and book it securely online.

About V3

V3 provides innovative proven products and services that promote growth and efficiency in the tourism industry. A key objective is to enable tourism businesses large, small and micro, to sell live inventory in real time to customers through multiple internet distribution channels and fully engage in e-commerce and global distribution.

V3 assists Government Tourism Organisations (GTO) to move beyond simple internet strategies to state of the art digital strategies oriented towards online distribution using the Open Booking ExchangeTM technology to facilitate e-commerce (including on their own website). The Open Booking ExchangeTM powers Tourism Exchange Australia and is world leading technology based on a suite of software facilitating direct to supplier online bookings for accommodation, tours, attractions and events.

About ATDW

The Australian Tourism Data Warehouse (ATDW) is owned by all the State and Territory government tourism organisations, as well as Tourism Australia. ATDW was established in 2001 to provide the tourism industry with a national content standard and create a comprehensive, high quality database of Australian tourism product and destination content. ATDW is available to licensed distributors to publish on web sites or other distribution channels. For more information on ATDW visit www.atdw.com.au.

About TripAdvisor

TripAdvisor® is the world's largest travel site, enabling travelers to plan and have the perfect trip. TripAdvisor offers trusted advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools. TripAdvisor branded sites make up the largest travel community in the world, with more than 260 million unique monthly visitors**, and over 125 million reviews and opinions covering more than 3.1 million accommodations, restaurants and attractions. The sites operate in 34 countries worldwide, including China under daodao.com. TripAdvisor also includes TripAdvisor for Business, a dedicated division that provides the tourism industry access to millions of monthly TripAdvisor visitors.

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