BLOG | by Charlie Dundas

What’s driving Hotels.com’s move into football?

Travel brand Hotels.com extended its interests in football this week by signing a new deal with Ligue 1 club Olympique de Marseille.

The sponsorship follows on from recent deals with English Premier League club Tottenham Hotspur and UEFA.

We thought we’d take a quick look at our data to see if we could see what’s fueling this most recent move.

It looks like Hotels.com have done their research because French Ligue 1 followers are a good target audience for the site, which services the hotel and flight sectors.

Fans of the league are significantly more likely to stay in hotels both inside (17.8% v 14.0%) and outside of France (9.2% v 6.7%), as well as to travel for both business and leisure (21.4% v 16.7%). They are also about 12% more likely to have taken a holiday in the past twelve months.

Crucially for Hotels.com, fans of the league may be less likely to be converted customers – they tend to be more likely to book accommodation directly with the hotel, for example, than the rest of the French general population.

As a strategy, finding an audience segment which is more likely to travel but is yet to use you makes sense. And this Marseille move shows that Hotels.com feel that that strategy is currently best executed in football.

Photo © Arisa Chattasa

BLOG | by Charlie Dundas

CHARLIE DUNDAS
Commercial Director

With over 15 years’ experience in the sports and sponsorship field, Charlie’s role at YouGov Sport (SMG Insight) is to develop new market opportunities as the company continues to grow internationally. He also assists established and future clients to get the most from YouGov Sport’s market-leading tools and research techniques.

E charlie.dundas@yougov.com

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