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Travel is a vibrant category in the Latin American (digital) marketing space. Kayak the fare aggregator and travel metasearch engine owned  by the The Priceline Group, is a player in the region. Portada interviewed Nicolas Scarfuro, VP Latam at Kayak. Scarfuro answered questions on the company’s Latin American marketing as well as its advertising and programmatic offering.

Portada: What distinguishes Kayak’s offering in Latin America?
Nicolas Scafuro, VP de LATAM KAYAK.: “KAYAK has dedicated sites in Brazil, Mexico, Colombia, Argentina and Peru. In those markets, KAYAK not only displays its content in local language and currency, but also, offers from a mix of global and local relevant travel companies that consumers trust and foresee when planning their trips. These local companies usually offer local payment methods, as well as, local customer support. By creating specific marketplaces, local consumers can benefit comparing offers in their own currency, saving money and time. These also create advertising opportunities for local travel suppliers, aiming to reach KAYAK’s Latin America audience. ”

What is your key role, when leading Kayak’s Miami office?
N.S.: “My objective as regional lead is twofold: grow our audience in Latin America markets while offering relevant content, building local marketplaces with regional travel companies.”

Does Kayak sell advertising on its site?
N.S.: “Yes, we offer a combination of performance and display advertisement. Our performance based advertisement offering is an alternative to traditional SEM channels, with excellent results for travel suppliers. Our sites connect travelers looking for the best travel deals with companies who offer them (Online Travel agencies, Airlines, Hotels, Car Rental companies, etc). We offer different options to connect advertisers with this audience and obtain better exposure in our site, sending leads to them.”

Can you explain on your programmatic offering?N.S.: “We are connected to ad exchanges to offer our content , that way, many advertisers can find their consumers using our very niche and premium audience. We work with programmatic guaranteed model – for those who wants to have a reserved inventory; and also with PMP (private market places)- for advertisers who want to have their own private placement and bid to show whenever there is a premium public that may convert into their site.”

Our performance based advertisement offering is an alternative to traditional SEM channels, with excellent results for travel suppliers .

Do you also offer brand content programs/native advertising?
N.S.: “Yes, we do offer our own version of sponsored links in our search results, we call that Inline Ads. We also have other native formats focused on performance. As far as special content programs, we do have a program tailored to Destinations/Tourism Bureau and Airlines. We recently did a very successful content campaign with Bahamas and Qatar. ”

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What role does App Marketing play for Kayak in Latin America in order to both acquire and engage customers?
N.S.: “Mobile is an important component of our strategy and growth in the region. KAYAK offers one of the most comprehensive solutions, helping travelers to plan and manage their trips. For instance with trips, travelers can easily digitize their itinerary, monitor any changes (flight delays, changes in gates, etc) and share their plans with friends. In addition, with “Save for later”, KAYAK users can start their travel planning conveniently on the phone and finish later on the desktop, when they are ready to finalize their plans.”

How is Latin America different in terms of a region where Kayak markets its products compared to the U.S.?
N.S.: “Latam is still in the early stages of maturity when compared to the US where markets are much more developed and sophisticated. It is a great opportunity for advertisers, as our local marketplaces are not as developed when comparing with the U.S., and therefore requires much lower levels of investment but still with similar performance levels.”

Travel Marketing will play an Important Role at Day 1 of PortadaLat: We have added new Ticket Types to Meet Your Needs!

GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):  
The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
DAY 2: BRAND INNOVATION DAY  (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot and start the PortadaLat journey!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

  • KAYAK

Ai5sX59q_400x400LINKS Worldgroup – a full-service marketing communications agency with focus in Latin America  – has announced that it has been named the public relations agency for KAYAK, a travel search engine that offers users the information they need to make the best decisions in travel, following a competitive review. LINKS will represent KAYAK’s public relations efforts in Mexico, Chile, Colombia and Peru including strategy development, content marketing, crisis management and media relations.LINKS Worldgroup has extensive experience in managing communications and marketing for top brands within the hospitality, tourism, lifestyle and luxury sectors, such as Marriott International brands (JW Marriott, Marriott Hotels, Autograph Collection, Renaissance Hotels, AC Hotels by Marriott); Tourism New Zealand; Cayman Islands Department of Tourism; HighGate Hotels’ luxury/lifestyle portfolio (ROW NYC, The Quin, WestHouse Hotel New York, and The Knickerbocker) JetBlue; Sáfilo Group; among others. The addition of KAYAK to LINKS’ portfolio complements the clientele in these sectors.

  • Starwood

LsrDZv9R_400x400Starwood Hotels & Resorts became the first U.S. hotel company to sign a deal with Cuba since the 1959 revolution, announcing a multimillion-dollar investment. The company just announced a takeover deal by Marriott, worth US$13.6 billion.Starwood will manage and market two properties in Havana and signed a letter of intent to operate a third.Starwood will operate the military-owned Gaviota 5th Avenue Hotel under its Four Points Sheraton brand, and the state-owned Gran Caribe Inglaterra Hotel under its Luxury Collection brand.Starwood was the subject of a takeover battle, and on Monday announced it had accepted a bid from Marriott.

  • Aeromexico

NMZvH2-T_400x400Aeromexico is revamping its brand, beginning with a new advertising campaign that invites current and potential customers to break the existing myths and preconceived notions, and encourages them to discover new destinations by enjoying a one-of-a-kind flying experience.The campaign states that Aeromexico is undergoing a comprehensive renovation plan focused on innovation. The campaign consists of a series of vignettes that entertain traditional myths about destinations, cultures, and services that Aeromexico invites people to break. The campaign premiered this week on television, radio, print, and billboards, and will gradually include different types of ads and graphic materials. Ogilvy & Mather Mexico produced the campaign.Aeromexico operates over 600 daily flights, connecting more than 45,000 passengers through its expanded route network including 46 domestic and 39 international destinations in Asia, Canada, Europe, Latin America, and the United States.

https://youtu.be/Za8JyKxnQ3M

  • Western Union

BzSaYQEC_400x400Global payments services Western Union has announced that it will launch remittance services from across the world into Cuba following U.S. regulatory and policy changes that allow Cubans and non-Cubans to send remittances via Western Union to this island nation. For the first time, Cubans and other citizens worldwide will join their U.S. counterparts to send remittances into Cuba within minutes* using Western Union’s cross-border payments platform. The Company expects to activate services in a phased approach by end of second quarter 2016.

 

  • Dentsu Aegis Network / Flock

1GIjvqfm_400x400Tokyo-based holding company Dentsu Aegis has closed three major agency deals, one of those to acquire mexican agency Flock Advertising México, S de RL de CV.Post-acquisition, Flock will be incorporated into Isobar.Flock ranks among the region’s top interactive shops, with clients including American Express, Coca-Cola, Dominos Pizza and Jose Cuervo.Read more.

 

 

 

  • VivaAerobus

descarga (4)Mexican low cost carrier VivaAerobus has entered into the global distribution system operated by Sabre Corporation. VivaAerobus is embarking on a new phase of its expansion plans, focusing on diversifying its reach to other revenue streams, including travel agencies as key intermediaries, and servicing a broader customer base.The announcement follows an agreement signed between VivaAerobus and Sabre, which includes access to a set of software solutions and GDS capabilities that will be critical to improving the way the airline automates commercial processes, sells seat inventory and manages electronic ticketing across sales channels.The technology enhancement at VivaAerobus will help create an e-commerce environment with capabilities for air retailing via the Sabre travel marketplace, while also adopting industry standards that will support the airline’s real-time connectivity with travel agents in Mexico, the U.S., Latin American and Caribbean markets.