Increase bookings in global markets while improving efficiency
Trip.com, owned by Ctrip, the world’s second-largest online travel agency, approached Koddi with an aggressive growth goal to expand its global footprint. The China-based online travel giant wanted to invest heavily in its ever-growing inventory across non-domestic markets, aiming to deliver an aggressive booking growth with a lift in efficiency. Trip.com’s massive inventory size of 1.2 million hotels across 200 countries further complicated its aggressive growth goals.
Koddi’s core strategy involved resegmenting the hotel clusters within Trip.com‘s massive inventory based on our collected data. After identifying key user behaviors, we implemented various optimization strategies tailored to Trip.com’s “core markets” and “incubator markets” and fed the learnings to our bidding intelligence to make the soundest bidding decisions for each market. To mitigate risks associated with rapid expansion, we gradually rolled out the implementations to core markets first to test the water, and then to under-indexed international markets to capture the untapped potential for Trip.com.
Due to Koddi’s advanced bidding algorithm designed for different market needs, Trip.com saw a 1.1X growth in year-over-year booking volume and 1.2X in revenue, despite the fact that one of Trip.com’s top publishers experienced a 30% year-over-year decline in opportunities. On top of that, Trip.com’s efficiency increased by 1.1X for international destinations and 1.2X for domestic destinations. Koddi looks forward to continuing to strengthen our partnership with Trip.com to help realize its global ambition.
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