Emirates set out to increase visibility at key decision-making moments and capture high-intent demand more effectively. They partnered with Skyscanner to strengthen their direct share of voice and drive more booking traffic to Emirates.com.
Showing up when users are ready to book
The Booking Panel is where the majority of Skyscanner’s traffic comes from, and running ads in this space gave Emirates premium visibility at peak intent, right after travellers select their flights organically and are ready to book. The Booking Panel ad prioritised Emirates’ direct channel within comparison flows, elevating its listing to the top position and providing a seamless journey. The creative enabled the airline to not only show price, but also their star rating, baggage information and standout selling points such as transparent fees and premium service, helping Emirates stand out for all the right reasons and turn consideration into confident action.
Driving direct growth through strategic app exposure
After strong performance utilising the format on mobile web browser, Emirates extended the placement to the Skyscanner app. Running Booking Panel placements across both mobile Web and app environments while running native inline ads in search results, ensured full ecosystem coverage, protected their competitive position, and added meaningful incremental value. Crucially, this uplift was achieved without negatively affecting overall booking behaviour. The results drove measurable commercial impact:
- Skyscanner App users exposed to the campaign delivered incremental click growth, with Booking Panel redirects moving away from OTA partners to Emirates.com
- Share of Voice among exposed users increased significantly compared to non-exposed users, representing a clear uplift in competitive visibility
Results
View all articles“Skyscanner’s deep travel expertise, and commitment to optimisation have helped us strengthen our competitive position while delivering measurable growth in our direct bookings as well as increased visibility in key routes and markets.”
— Peter Agardi, Head of Digital Performance Marketing, Emirates