Uniglobe leverages marketing into online cruise sales

2nd Mar 2000

A sponsorship agreement with Expedia.com is the latest result of Uniglobe.com’s decision to reach a highly targeted audience.

The strategy has paid off, with the specialist in online cruise sales now selling more cruise packages than expected to when it first started.

“People are buying cruises on the Internet, and they’re buying a lot of cruises on the Internet”, Michael Dauberman, Uniglobe.com’s senior vice president of operations, told ITR.

Uniglobe’s strategy is to attract buyers through sites that get visitors already interested in travel. “Driving traffic to your Web site through (unrelated Web sites) is not the cheapest way to get traffic,” Dauberman said.

Uniglobe is the exclusive sponsor of Expedia’s cruise travel section, one of four speciality travel sections sponsored on the mega-agency site. Uniglobe provides content to the section as part of the arrangement.


In return, “what came with that is a lot of advertising opportunities,” both with the section and within other parts of Expedia, Dauberman said.

He said Uniglobe receives an ad on Expedia’s home page one-third of the time and gets a “featured link” on the home page. Within the cruise section, the company is guaranteed placement within the top three “cruise deals” that are featured prominently, although it has consistently received top placement since the section opened.

“It is an exciting time right now,” Dauberman said of his online operation. December was the company’s best month so far on the Internet, although figures for January have not been released yet.



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