Travelzoo reports high engagement for sponsored Moab gallery; board asks for click-level data on Contour links

Travelzoo representative Andrew presented a campaign report to the Grand County Airport Board, saying the publisher ran a $25,000 sponsored gallery promoting winter travel to Moab and drawing attention to Contour Airlines’ nonstop Phoenix service.

"We were working on building awareness from Moab, communicating the nonstop flights and inspiring travelers to plan and book travel," Andrew said during his presentation, explaining the campaign lived on Travelzoo’s website, in targeted email sends and on social channels.

Travelzoo reported it exceeded contracted reach: about 1.6 million email impressions, roughly 300,000 social impressions and 300,000 website impressions. The campaign delivered higher-than-expected engagement metrics, including about 4,700 social actions (clicks, comments, likes, shares), a 62% scroll rate to the bottom of the gallery and an 8% outbound click-through rate to partner links.

Andrew said the campaign generated Adara-tracked activity that included more than 2,100 hotel searches, 91 hotel bookings and roughly $15,000 in attributed hotel revenue. He noted Adara primarily measures brand hotels and extrapolates to estimate total bookings and that short-term rental platforms (Airbnb/VRBO) may not be captured by that metric.

Board members pressed for more granular numbers linking traffic to specific partner pages and to Contour bookings or enplanements. Jason asked whether Travelzoo could supply counts showing how many people clicked each target link; Andrew said he would pull those per-link numbers and provide an updated report through Ben’s team. Rachel and others also asked Travelzoo to add an explicit link to Arches National Park in the gallery after noting the published piece did not hyperlink Arches even though the article discussed Arches and Canyonlands.

Board members and Travelzoo discussed distribution markets: Phoenix was a primary target because of Contour’s daily nonstop to Canyonlands Regional Airport, while Los Angeles, San Francisco, Denver and Salt Lake City also showed strong page-view activity.

The presentation prompted a separate discussion about Contour’s service. Board members said they want clearer Contour performance data (enplanements, delays, cancellations) in future director reports so the board can assess the airline’s local impact and partnership value.

Travelzoo committed to sending the updated report, including per-link click counts, via Ben’s team.

Ending: Travelzoo’s slides and the updated numbers will be circulated to the board; staff and board members said they will follow up on the Contour-specific metrics and the missing Arches hyperlink.