Nov 02 2009
Kayak.com Comes To TV
Kayak took a giant leap into the big media league this weekend with their new commercials. Their $60 million campaign that also includes airport and taxi video displays and outdoor advertising promises to give competitor Expedia a run for its money. Will it be enough to entice you to click?
When checking Hawaii airfares (or any destination), Kayak is one of the sources I follow. It’s not perfect but gives me an idea for available dates on sale fares.
When you search fares on Kayak it costs the company up to a dollar each time. To save money and hook you in, they first show the most recent fare offered for your travel dates and destination. Once you click to confirm, that fare may or may not be the same.
Kayak’s business model is based on pay-per-click. When a visitor clicks through to one of the booking sites (airline, car rental, hotel, Orbitz, etc.), Kayak gets paid a percentage.
Kayak was started in 2004 by kingpins from Orbitz, Travelocity and Expedia. It pulls together information from hundreds of sites to help consumers book flights, hotels, cruises, and rental cars. Kayak aggregates results from these sites then redirects visitors to one of multiple choices offered for making reservations.
As we wrote about recently, Kayak competitor Expedia, still finds conversion from TripAdvisor to hotel search an illusive game.
Bottom Line: Kayak is a good place to search fares but also check the airline and other websites too.
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