London-based media buying agency MHI Travel Media has launched an innovative barter model to support luxury hotels and travel agencies in the Indian Ocean, UAE, and Caribbean regions.
The travel barter system allows them to fund their advertising campaigns through alternative means.
This can comprise room vouchers and collaborations with bed banks and wholesalers.
This can address cash-flow issues common among luxury hotels.
Stephen Laffey, CEO of MHI Travel Media, said: “This is a unique approach that essentially enables hotels to leverage their unsold room capacities.”
“The model opens doors to meaningful consumer-facing campaigns while optimising resources.”
MHI Travel Media is platform-agnostic, providing advertising channels from print media to PPC and in-flight promotions.
The agency is also collaborating with airlines to maximise destination relevant opportunities.
One of its current projects involves Virgin Atlantic’s in-flight and first class lounge media offering.
While the initial model was designed with luxury hotels in mind, the travel barter system is not exclusively limited to them.
“Tour operators and travel agencies can equally take advantage of our model for their advertising needs, generating mutual benefits,” Laffey added.
“We believe this offers a tangible solution to many of the industry’s challenges, and we’re keen to explore how it can serve a broader community.”
