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 new mobile web format that places your brand exactly where it matters most: on the booking panel, right after a traveller selects a flight. This is the final step before they commit, a high-intent, low-distraction moment. And now, it’s one you can own.
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 OTAs, 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.
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 an OTA seeking more share, this format gives you the visibility and control to influence decisions at the precise point they happen.
Designed for partners focused on performance
You might be familiar with our flagship Native Inline Ads, which appear in the search results as travellers browse flight options. Booking Panel Ads don’t replace that. Instead, they extend your reach allowing brands to stay visible after a flight has been selected, just before the booking is made. Used together, these formats provide coverage across the booking funnel. Native Inline captures interest; Booking Panel secures the commitment.
The results so far have been impressive. In early partner tests, Booking Panel Ads achieved over 10x return on ad spend (ROAS) and delivered a 32% increase in Share of Voice compared to OTAs. These metrics were achieved even when the format was only applied to a small share of available panels. More importantly, the ads helped 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 OTAs
- Capture value from Skyscanner’s mobile-first audience
- Improve return on mobile advertising spend
- Gain visibility at the decision 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.
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