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Click. 2022

Click. 2022: spotlight on the Americas

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Making its US debut, our annual partner summit travelled to Nashville earlier this year. Here, we share key takeaways from sessions dedicated to the Americas

Across the two-day event in Nashville, partners had the opportunity to attend sessions for the Americas – hearing from Booking.com leaders about our ambitions for the region in 2022 and beyond. 

Positive outlook on travel across the region

Domestic demand led the industry’s recovery in the Americas after the region implemented travel restrictions to combat COVID-19 and its variants. But ever since borders reopened to global travellers, there’s been a resurgence of international demand – especially in the US. 

Speaking at Click. 2022, Vice President and Managing Director of the Americas Robert Ahearn noted the strong summer performance we’ve recently seen in parts of Latin America, where the season has just finished. Mentioning the strong growth the US has seen in Q1 this year compared to the same time pre-pandemic, Ahearn was optimistic about the Northern Hemisphere’s upcoming summer. And for good reason: gross bookings in North America have increased 30% this summer period compared to 2019.

Boosting visibility with Sponsored Ads 

During the Nashville event, US Managing Director Ben Harrell took to the stage to unveil Sponsored Ads, a new marketing tool for US-based partners. Boosting visibility on our platform, Sponsored Ads can help partners drive additional bookings and capture even more demand. During the test period, partners saw an 18% increase in share of clicks when bidding on an ad. 

Booking.com has partnered with advertising marketplace Koddi to pilot the product in the US, with plans to roll it out to Latin America and Canada in the near future. Currently, Sponsored Ads offer US-based partners an opportunity to bid in an auction for a premium rank in search results. The winner of the auction will have their listing featured in the second position of search results on desktop, app and mobile web. 

Whether you’re looking to attract a specific type of traveller or want to boost occupancy for certain dates, Sponsored Ads enable you to attract specific audiences in a targeted, flexible and transparent way. They’re also designed to complement existing offers such as our Preferred Programme and Visibility Booster

Reaffirming our focus on the US market 

Throughout the summit, leaders reaffirmed our commitment to growing our presence in the US. Ramping up our brand and performance marketing efforts across the region, we’re continuing to invest in campaigns designed to increase exposure for your property. One example given by Booking.com’s Harrell was Booking.yeah, our big game ad with Idris Elba that was seen by 112.3M viewers. This campaign will see additional activations deployed across the region as we head into summer. 

While we’re working hard to increase our brand awareness and build out domestic demand in the US, our strong presence in Europe gives US-based partners the opportunity to attract international travellers, who typically stay longer and spend more.

 

Click. 2022
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Want to continue the conversation? Head over to our US Partner Community to connect with peers in your region. 

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Takeaway
  • Reaffirming our commitment to growing our presence in the US, Click. 2022 travelled to Nashville earlier this year
  • Booking.com leaders are optimistic about the Northern Hemisphere’s upcoming summer, with gross bookings in North America increasing 30% this summer period compared to 2019
  • US Managing Director Ben Harrell took to the stage in Nashville to unveil Sponsored Ads, a new marketing tool for US-based partners
  • Ramping up our brand and performance marketing efforts in the US, we’re continuing to invest in campaigns designed to increase exposure for your property