11:56 (GMT +7) - Friday 15/11/2019

Business

Criteo - Tugo - Vietnam Airlines partnership boosts premium travel

Released at: 11:01, 01/10/2019

Criteo - Tugo - Vietnam Airlines partnership boosts premium travel

Photo: Criteo

Cooperation between advertising platform, local travel startup, and national flag carrier has positive effect on premium tour bookings.

by Hung Cao

Criteo S.A., an advertising platform for the open internet, last week announced the results of its campaign partnership with Tugo, Vietnam’s leading travel startup, to offer hassle-free tour bookings along with Vietnam Airlines.

Criteo has collaborated with Tugo Travel since May 2017 on Criteo’s Dynamic Retargeting solutions. The partnership expanded in April 2019 to include Vietnam Airlines and promote premium travel packages including the booking of tours, airlines, hotels, and attractions.

Using Criteo’s retargeting solutions and the Criteo Shopper Graph to identify and segment shoppers, the campaign saw Vietnam Airlines contributing to 16 per cent of sales and 36 per cent of customer clicks to Tugo’s premium travel offerings. Tugo tours flying with Vietnam Airlines also experienced an increased conversion rate of up to 67 per cent.

Additional figures from the campaign held between June to August 2019 include an average conversion ratio (CVR) of 7.9 per cent, an average clickthrough rate of 0.6 per cent, and an average reach of 44 per cent.

The rising interest in premium travel is due to Vietnam’s growing economy and consumer affluence, resulting in it being the second-fastest growing outbound travel market in Asia-Pacific, according to a recent report from Mastercard.

Vietnamese took an average of 3.5 international trips from 2016 to 2017, and this is predicted to increase to close to five trips from 2018 to 2019, according to Visa. By 2021, an estimated 7.5 million Vietnamese travelers are expected to go on outbound travel, compared to just 4.8 million in 2016.

“Vietnam’s increasing affluence has increased demand for international travel as more consumers enter the middle and upper classes,” said Mr. Nguyen Minh Bao, Founder and CEO of Tugo Travel. “We hope to provide more outbound travel offerings so that customers can participate in new and exciting experiences.”

“Our partnership with Criteo has positioned us well as the go-to online travel operator in Vietnam. We look forward to seeing how we can work with Criteo again as we commit to offering seamless travel bookings for our premium tours.”

Research also notes that Vietnam is the second-fastest growing internet economy in Southeast Asia. Nine of every ten Vietnamese consumers go online to plan their trips and 77 per cent continue to stay connected while traveling.

“As more consumers go online to browse and book premium trips, a robust online campaign that is able to address all stages of the booking and buying journey is a necessity for travel players to have a competitive edge,” said Mr. Alban Villani, Managing Director, SEAPAC, at Criteo. “Criteo’s solutions not only identify relevant customers that brands can customize their engagement for, we are also able to help maximize ad spend returns for an effective campaign with artificial intelligence.”

“Tugo has been our strategic partner in Vietnam since 2017. Through this partnership, Criteo aims to be a digital enabler that can provide solutions to boost the Vietnamese premium travel industry for the modern Vietnamese traveler. We hope to work with them further and with their partners like Vietnam Airlines to enhance the travel experience from start to finish.”

The campaign also saw the participation of Vietnam Airlines, Singapore Airlines, Air China, Brunei Airlines, and Qatar Airways.

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