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Travel Ad Network packs a punch

July 08, 2008 | Online Travel

The niche sites in the Travel Ad Network attempt to drill down into various travel subjects to provide ideas, peer reviews, and other information to promote better travel experiences.

The vertical ad network, founded in 2003 by CEO Cree Lawson, has experienced strong traffic growth in the past year. In May, the travel-information category grew 9% to more than 47 million visitors, led by the Travel Ad Network with 11.7 million visitors, which was up 7%, according to comScore.

Most of the online travel agency sites—such as Travelocity, Expedia and Orbitz—while providing a way to efficiently book passage or flights or hotels, are failing to provide more comprehensive services for travelers.

The niche sites in the Travel Ad Network attempt to drill down into various travel subjects to provide ideas, peer reviews, and other information to promote better travel experiences.

As a result, the industry is seeing a migration of the medium from a booking tool to a planning tool, which has resulted in increased fragmentation. In response, the OTAs have changed from running from fragmentation to embracing it.

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