Online travel agency Expedia Group has committed $275m (£221m) to help hoteliers, destinations and the wider travel industry worldwide rebound from the impact of Covid-19.
Based on research carried out by Expedia last month, the pack of initiatives has been designed to support industry recovery and offer property-level relief to help independent hotels and small chains rebuild their business, attract high-value guests and optimise cash flow.
Around $250m (£202m) will be distributed through both marketing credits (up to 25% of a property's 2019 commission revenue with Expedia; new partners who have joined more recently will also be eligible) and financial relief. The programme will launch in countries dependant on when government restrictions are lifted, demand picks up and properties start to reopen.
The company is piloting the programme in Asia, but could launch in the UK next month, according to the company's vice-president of Europe, Middle East and Asia region, Orla Lee.
"We want to launch it at the right time that makes sense for the country – not too early and not too late," said Lee.
As part of this, Expedia is providing properties with data to track local booking trends and changes in the area's guest profile through a new analytics tool, which is already live. It now also allows members to highlight hygiene measures at their properties and will be launching a training and education resource of online learning modules in late June.
A $25m (£20m) fund will be focused on destination-led marketing campaigns while the group rolls out its own series of global travel brand campaigns. Lee confirmed the group is already engaging with VisitBritain and regional destination campaigns on the recovery of the UK travel market.
You need to create an account to read this article. It's free and only requires a few basic details.
Already subscribed? Log In