Brands We Travel WithBrands We Travel With

Category: Best Content Marketing Program in Travel & Tourism
Project Name: Brands We Travel With
Company: Tripadvisor

Tripadvisor for Business launched the “Brands We Travel With” campaign to redefine how enterprise advertisers perceive the travel category. Traditionally seen as a space for airlines and hotels, the campaign demonstrated how non-endemic brands — such as personal care, financial services, food and beverage, and retail — play a vital role in the traveler journey. The initiative aimed to drive awareness among enterprise clients, increase consideration of Tripadvisor as an advertising platform, and elevate its positioning as a travel thought leader.

Recognizing that 84% of global travelers engage with non-travel categories during their trips, Tripadvisor partnered with Qualtrics to conduct a large-scale study across seven countries and major demographics. Insights from travelers aged 18 to 75 were compiled into an interactive, data-rich site that maps the traveler journey — dreaming, planning, booking, experiencing, and reflecting — and highlights how non-endemic brands align with each phase. From digital wallets used during booking to streaming platforms accessed en route, the campaign provided actionable insights for advertisers to activate their relevance.

To promote the experience, Tripadvisor launched a multi-channel marketing campaign targeting industries like financial services, personal care, retail, and digital media. The campaign included paid media, organic social, PR, sponsored content, and internal sales tools such as branded webinar backgrounds and email signatures. PR placements in outlets like Campaign US, Inc.com, and The Drum amplified visibility. By challenging assumptions about its relevance to non-travel brands, Tripadvisor successfully positioned itself as a strategic advertising platform and a thought leader in the travel industry.

Why they're award winning: