BuzzFeed’s three-year-old travel vertical BringMe has just inked a sweeping partnership with Hilton, which will see the global hotel chain become the publisher’s official title sponsor.
The pact will also pair BringMe content with Hilton’s direct-booking tools, enabling readers and viewers to purchase their stays more seamlessly. In addition to native and experiential Hilton ads on BringMe, the partnership will also comprise an affiliate program, whereby Hilton links will appear in relevant BringMe content. BuzzFeed notes that while its content frequently spurs purchases — 70% of weekly users say the site inspires their purchasing decisions, the company says — this brings its affiliate business into the travel sector for the first time.
“BuzzFeed’s strength is building brands that drive action IRL,” BuzzFeed founder and CEO Jonah Peretti said in a statement. “[Food vertical] Tasty empowers millions of people to cook and try new recipes every day, and now BringMe is inspiring young people to visit new places and explore new things. Partnering with Hilton brings us even closer to our audience, and also makes it easier for them to make travel plans by booking directly.”
In a recent monetization manifesto shared with BuzzFeed readers, Peretti noted that while publishers frequently inspire purchases — vacations, for instance — they don’t often capture the economic value created there, which goes to Google and other online ‘middlemen’. This deal with Hilton signifies BuzzFeed’s attempt to reclaim those profits.
By minutes watched per unique viewer, BringMe — which recently launched a creators program — is the No. 1 travel brand on the internet globally, according to BuzzFeed. Hilton, for its part, comprises 18 hotel brands and a total of 6,000 properties in 117 countries.
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