Skip to content

Product News

Meet Booking Panel ads: A new way to win the final click and drive direct bookings 

Meet Booking Panel ads: A new way to win the final click and drive direct bookings

In digital advertising, timing isn’t just important, it’s everything. And in travel, where customer journeys are dense with comparison, tabs, and distractions, showing up at the right moment can be the difference between a missed opportunity and a confirmed booking.  

That’s why Skyscanner have launched Booking Panel Ads: a mobile-first ad format designed to convert travellers at their highest intent. It gives your brand exclusive, premium visibility, not while they’re browsing, but when they’re ready to click ‘book’. This isn’t just about impressions. It’s about owning the moment that drives direct bookings. Whether you’re looking to shift Share of Voice, grow route-level visibility, or highlight your brand's benefits, Booking Panel Ads deliver the impact where it matters most. They’re built for performance, designed to differentiate, and ready to help your brand stand out for more than just price.

 

Built for the booking moment 

Picture this: a traveller has chosen their flight and now faces a lineup of providers ready to capture their booking. Airlines alongside suppliers, all vying for attention. The choice of where to book often comes down to trust, transparency, and the added value a brand can convey. Skyscanner's Booking Panel Ads slot brands right at the top of the list, exactly when and where it counts most.

It's not just a spotlight, it's a premium placement designed to highlight what sets a provider apart, not just in price, but in the experience they offer as travellers decide where to go next. Designed specifically for mobile, booking panel ads clearly present brand logos, detailed information such as baggage allowances and seat choices, and a focused call-to-action create a seamless, unobtrusive user experience.

 

Smartphone showing the Bookings Pane Ad highlighted

 

 

A dedicated format for mobile user intent 

Mobile continues to dominate travel browsing, with over 75% of Skyscanner’s traffic coming from mobile users. Yet the screen is smaller, attention is fragmented, and users are often on the move. So we asked a simple question: where are mobile users most likely to convert? The answer was on the booking panel, right before the final click. Booking Panel Ads were built to give brands a way to tap into that exact moment. Whether you’re an airline aiming to increase direct bookings, or seeking more share of voice, this format gives you the visibility and control to influence decisions at the precise point they happen.

 

Two formats, one full-coverage strategy

If you’re already running our flagship Native Inline Ads, you’re off to a strong start. They put your brand front and centre while travellers are still browsing, right inside the search results feed, before a flight’s even chosen. One tap takes users directly to your booking site, bypassing the booking panel completely. 

But here’s the thing: not every traveller clicks an ad. Some will choose your itinerary organically, maybe because your flight time suits them better, or simply because they trust your brand. And that’s where Booking Panel Ads kick in, covering the decision moment your inline ad didn’t reach. It’s not overlap. It’s full coverage. The two formats are designed to work in tandem. Native Inline captures interest while travellers are still comparing flights. Booking Panel secures the commitment once they’ve made their choice. Whether a traveller finds you through a sponsored ad or clicks through an organic result, you’re there; visible, relevant, and ready to win the booking.

Together, they cover the entire journey: from scroll to selection to the final click. And for performance-focused partners, that’s the smartest kind of presence; precise, powerful, and exactly where it counts.

 

Smartphones showing a comparison between Native Inline Ads and Booking Panel Ads

Your fast lane to flight visibility

  • Appear directly in the search results feed, right where travellers are comparing options 
  • Redirect straight to your booking site in one tap, no detours
  • Compete directly with other flight itineraries when travellers are choosing

The final click opportunity

  • Appear at a high-intent moment after a traveller selects a flight, before they choose where to book
  • Convert users who reach the booking panel organically from the search feed
  • Compete directly with other suppliers when the flight is chosen

Designed for partners focused on performance

The results so far have been impressive. In our recent Eurowings success story, Booking Panel Ads delivered a 32% increase in Share of Voice compared to other suppliers. More importantly, the ads help brands influence travellers beyond price. With trust signals like customer ratings, service highlights, and transparency around fees, brands were able to differentiate in a space traditionally driven by cost alone. This format is ideal for brands looking to:

  • Drive direct bookings by competing more effectively with other suppliers
  • Capture value from Skyscanner’s mobile-first audience
  • Improve return on mobile advertising spend
  • Gain visibility at the moment of highest-intent point, not just during consideration

“Partnering with Skyscanner helped us get in front of the right travellers at the right time. Sponsored Booking Panel Ads raised awareness exactly where it counted – and we saw a clear boost in bookings through our collaboration.” 

Alexander Carl Fischer, Digital Marketing Manager, Eurowings

 

Ready to meet travellers where it matters?

Booking Panel Ads were built for the seconds that matter most. Traveller intent at this stage is unmistakably high. They’ve chosen their flight. They’re in decision mode. And they’re scanning for signals, trust, value, service, that justify their final click. This is where Booking Panel Ads show up. Not during browsing. Not during comparison. But at the point of commitment, where mobile users are clear on what they want, and brands have a final chance to win the booking. This isn’t just a new placement. It’s a smarter way to drive direct sales, increase visibility, and influence decisions with intent already in motion. 

To learn more or launch your campaign, contact your Skyscanner Ads representative or get in touch via the partner portal. The booking moment is already happening. Let’s make sure your brand is there when it counts. 

View all articles

Sign up for the latest content and insights, straight to your inbox.