Lifecycle of promotional campaigns in the online travel industry

Carlos Herrero-Gómez, Amit Livne, Itsik Adiv, Hugo Manuel Proença, Felipe Moraes, Javier Albert, Dmitri Goldenberg

Research output: Contribution to journalConference articlepeer-review

Abstract

This paper provides a comprehensive review of the lifecycle of promotional campaigns within online travel platforms (OTPs) based on real world experience from Booking.com. It emphasizes the critical aspects that must be addressed to define, optimize and monitor successfully these promotions. Initially, we present an overview of promotions in OTPs, highlighting their unique characteristics in comparison to other industries. We continue by identifying the different aspects of a promotional campaign with focus on those that can be tuned for campaign optimization. Following this, we propose best practices for experimentation, evaluation and steering to make sure that running promotional campaigns stay compliant with the business requirements.

Original languageEnglish
Pages (from-to)31-38
Number of pages8
JournalCEUR Workshop Proceedings
Volume3886
StatePublished - 1 Jan 2024
Event2024 Workshop on Recommenders in Tourism, RecTour 2024 - Bari, Italy
Duration: 18 Sep 2024 → …

Keywords

  • Promotion optimization
  • Tourism
  • Uplift modelling

ASJC Scopus subject areas

  • General Computer Science

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