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Many believe that Travel Channel’s hosts have the greatest jobs in the world. Now, fans of popular shows like “Anthony Bourdain: No Reservations” and “The Layover” can embark on trips to the cities that are featured on the Network’s travel series – and at their own pace. Travel Channel and Rand McNally’s Tripology.com business have created a multi-platform partnership that allows viewers inspired by the Network’s travel programming to connect with trained “tripologists.” These personalized online travel agents are equipped with the specific episode details – city, hotels, restaurants, food markets, etc., and will book trips to cities featured on popular Travel Channel’s television series. The first series officially launched as part of this partnership was Anthony Bourdain’s “The Layover,” which premiered on November 21st, 2011.
“Our partnership with Rand McNally is a key element to our overall digital strategy, providing deeper connections with our viewers and the programming. We continue to explore new opportunities to marry inspiration with activation,” says Shannon O’Neill, senior vice president and chief financial officer, Travel Channel. “We are launching with ‘The Layover,’ but plan to quickly roll out additional specialized itineraries, across many of our properties, that our audiences love.”
“Tripology.com is not a travel agency. We do not sell tickets or trips,” says John T. Peters, vice president, digital strategy & travel, Rand McNally. “What makes this service unique is that we help find the travel experts who specialize in specific experiences – and in this case, allowing travelers to create similar experiences they watch on television.”
Initial feedback from early testing with “No Reservations” has been extremely positive. Most of the trip requests received to-date are for Europe in 2012, and the top requested cities are Barcelona, New York, Madrid, Paris and Rome. Travel experts note that many users start their research now for discussion over the holidays, and then January through March is the time frame for trip planning and booking.
Viewers can go to Travelchannel.com to watch additional video from a particular show and then research locations and activities. The site then connects them with Tripology.com, an interactive referral service focused on connecting travelers with qualified top-rated travel specialists. With Tripology.com, a user tells specialists where they want to go and what kind of experience they want. The request goes to a Travel Channel tripologist who specializes in the area, and is armed with actual itineraries from programming. Usually within 24 hours, the user will receive an email or phone call from a Travel Channel tripologist who can help plan the trip, and book with them directly.
As part of Scripps Networks Interactive, Travel Channel is consistently looking to expand its lifestyle brand and content across multiple platforms. Building the network’s digital extensions partnerships with companies like Tripology.com, Oyster.com and iTunes, provides viewers with high-value opportunities to engage with the talent and programming outside of their homes.
Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
