Pinterest, the social inspiration network par excellence, is taking a new step into the travel sector, with a solution that eases the transition to booking: Travel Catalogs (or Destination Catalogs). This offer is based on Pinterest’s product catalog technology, to make it easier for travel brands to import travel products onto the platform.
Easier reservations for users
Travel photos are among the 10 most pinned categories on Pinterest (RJ Metrics), and every month tens of millions of people worldwide interact with travel-related content on the platform to plan their trip. With Travel Catalogs, users will be able to go from inspiration to booking their stay even more easily. All they have to do is click on a Destination Catalog Pin created by an advertiser, then book directly on its website.
Pinterest Travel Catalogs, a real impact on conversion rates
Once the brand’s catalog has been imported, Pinterest automatically converts each entry into a dynamic Shopping Product Pin featuring essential travel booking information: brand name, rates, images, descriptions, etc., as well as a link to the booking site. Brands can also target Pinterest users based on location data shown on their homepage to reach more travelers.
According to Pinterest, TUI, Germany’s leading travel booking company, which was able to try out Travel Catalogs in beta, achieved an optimized click-through rate (oCTR) 8 times higher than before. Promising results! Travel Catalogs will be available this summer. They will be accessible in the Ad Manager, alongside the other shopping solutions. Of course, our Pinterest experts will be happy to help you implement this new solution.
The team’s opinion
Eager to offer ever more conversion-focused solutions, Pinterest is now tackling the travel market with a catalog-based solution. These form the core strategy of all advertising platforms, such is the effectiveness of the format.
Already very present in travel, Pinterest can, thanks to this new format, become a key player in online acquisition in this market, by offering formats that follow the user throughout their purchasing process, from the inspiration phase to the purchase phase.
