The Value Of Off-Site Media Solutions To Drive Partnership Success

In the competitive travel industry, effective audience engagement across platforms is critical to driving media campaign success. At Platform 195, we have taken this challenge head-on, by building the most comprehensive and performant curated audience extension network in the Travel Industry, across Social Media, Video, Programmatic Display, Digital Out of Home, Connected TV, Mobile and Audio.

Leveraging these capabilities, we helped one of the biggest UK travel e-commerce websites to evolve their media offerings with innovative off-site audience extension solutions. This strategy enabled them to better service their clients, particularly  hotels and tourism boards to reach travellers across premium digital platforms, achieving higher engagement and measurable outcomes.

Expanding media solutions for travel brands

By implementing Platform 195’s off-site audience extension solutions, the client was able to take their media kit beyond its existing inventory, creating new opportunities for upselling and client retention. Here’s how Platform 195’s approach has empowered this e-commerce player to elevate their offerings:

1. Upselling and Increasing Campaign Size With the addition of audience extension options, the client could now upsell more comprehensive media solutions to hotels and tourism boards. This expansion allowed them to grow the average campaign size sold, helping clients tap into broader travel audiences and deepen their engagement beyond traditional placements. By giving advertisers the flexibility to access expanded audiences, Platform 195 made it easy for the client to offer added value and drive higher media spend per campaign.

2. Reaching Audiences Across Multiple Platforms Platform 195’s Audience Extension solutions enabled our clients to "take their partner’s brand to town" by activating their unique travel audiences across a range of digital platforms. Whether through premium display publishers, social media channels, or video, this off-site capability brings the client’s brand into the broader digital ecosystem, across inspiration, considerations, search and booking stage.  Hotels and tourism boards benefit from increased visibility, enhanced reach, and more personalized targeting, all without being restricted to the original e-commerce platform.

3. Achieving Performance Through Inventory Flexibility One of the biggest advantages Platform 195 offers is the ability to deliver campaigns without relying on limited onsite inventory. By dissociating campaign delivery from existing inventory, Platform 195 ensures that there’s always enough audience to fulfill the media plan. This flexibility leads to more consistent performance, as campaigns aren’t constrained by availability, allowing advertisers to reach travellers when and where it matters most.‍

Platform 195's Uplift suite

A standout feature of Platform 195’s offerings is not only the unique, curated Audience Extension network, built on their Uplift Ads+ platform but also Uplift Hub (www.upliftads.io), an end-to-end platform designed specifically for managing media partnerships in the travel industry, across several platforms.  Built to streamline the complexities of campaign management, Uplift Hub takes care of everything—from media plan proposals and creative setup to campaign traffic, screenshotting, and comprehensive reporting.

Assisted by Platform 195’s managed service team of travel experts, Uplift eliminates the heavy lifting for travel brands, allowing them to focus on strategy and engagement while the Platform195 team ensures smooth execution. This hands-on support makes it easy for clients to scale the volume of partnerships, whilst delivering impactful campaigns across multiple channels with confidence and efficiency.

Platform 195's impact on travel

For travel and tourism businesses, Platform 195’s off-site audience extension capabilities represent a powerful way to diversify media offerings and unlimit advertising inventory. Through its advanced solutions, Platform 195 enables travel e-commerce companies to:

• Maximize audience reach and impact by tapping into high-quality, off-site inventory.
• Grow average media spend per campaign by upselling larger, more flexible media options.
• Enhance brand presence across a full spectrum of digital channels, from display to social and video.
• Ensure campaign ROI, successful renewal and upsell by delivering performant campaigns, at scale.

By focusing on a data-driven approach to audience extension and platform-independent reach, Platform 195 has positioned itself as a valuable partner for travel brands looking to extend their influence and drive real-world engagement. Through this partnership, travel e-commerce brands can now connect with travellers in new, meaningful ways—ultimately paving the way for better customer experiences and increased brand loyalty.

Ready to take your travel brand further?

Platform 195’s solutions are reshaping how travel e-commerce businesses engage their audiences and grow their media offerings. By enabling off-site reach, personalised campaigns, and inventory freedom, Platform 195 empowers travel brands to extend their impact well beyond the bounds of traditional media channels, scaling co-marketing revenues and making partner campaigns more effective, ensuring ongoing, repeat business and happy partners.