€4.5 million in flights and bednights generated from Expedia in 2010

Expedia representatives Diego Lofeudu and Noah Tratt, in Malta attending and Expedia conference with 300 delegates, said that this figure only represents the direct bookings and does not account for tourists who researched Malta as a travel destination through their site and went to book holidays in Malta from other sources.

Lofeudu also said that the figure does not include any money tourists have spent while on holiday in Malta.

Chief Executive Officer of the Malta Tourism Authority (MTA) Josef Formosa Gauci said that there has been a shift in the MTA’s allocation of advertising budget on internet campaigns from just 3% three or four years ago to 25% this year.

“It is important for Malta to adapt its marketing campaigns towards consumer trends. While 10 years ago over 80% of incoming tourists booked their holidays through tour operators, today less that 45% do so, the remainder using the internet to book their holidays.”

Formosa Gauci said that the collaboration between the MTA with Expedia travel will reduce peaks in the tourist season concentrating efforts through the winter months.

Formosa Gauci said that so far the tourism figures for 2011 are good and even comparable to 2010, which was a record year. However due to the possibility of a second recession in feeder countries such as Italy and France there are many “challenges ahead” and the MTA is working hard to use innovative campaigns to keep Malta on the map as a Mediterranean destination.

With over 70 million users a month, the 150 million-impression campaign focusing on Malta, is very easy to change depending on the response generated and changing consumer patterns.

10% of hotel nights booked through Expedia are done through a mobile phone. Lofeudu stressed the importance of changing strategies according to the fast changing consumer patterns and Expedia can act as a link between Maltese hoteliers – who may not have the appropriate technology – and travellers.  

It also allows for focus on tourists who are not generally from Malta’s feeder market and come from further afield, such as residents of the US. Tratt said these type of tourists are generally considered “favourable” as they spend a longer period of time at their destination.