Mars Petcare and TripAdvisor Team Up for a Pet-Friendly Travel Hub
In a pioneering move to make travelling with pets more accessible and enjoyable, Mars Petcare has announced a strategic partnership with TripAdvisor. The collaboration centres on the launch of a co-branded digital travel hub tailored specifically for pet owners, underscoring Mars’ dog food brand Cesar’s mission to create a more dog-friendly world. This initiative aims to alleviate the challenges faced by pet owners when planning trips, offering comprehensive resources to ensure both pets and their owners have a seamless travel experience.
Rationale Behind the Partnership
The partnership between Mars Petcare and TripAdvisor is driven by a mutual recognition of the growing importance of pets in the lives of their owners. Data highlights that a significant proportion of pet owners infrequently take vacations, often modifying or cancelling plans due to the difficulties associated with travelling with pets. With 73% of US TripAdvisor users owning pets, yet less than 1% of US restaurants listed as pet-friendly, there is a clear need for more inclusive travel options. This gap presents a substantial opportunity for both companies to enhance the travel experience for pet owners.
Natalia Ball, Global Chief Growth Officer of Mars Pet Nutrition, emphasised the commitment to transforming the pet parent experience through digital innovation. “At Mars, we’re dedicated to becoming the most digitally enabled, pet parent-centric organisation. This partnership cements our commitment to supporting pet parent communities, using our unmatched expertise and relationship with over 400 million pets and their owners.”
Strategic Objectives and Features of the Digital Hub
The digital hub, accessible via TripAdvisor’s website and app, offers a wealth of resources designed to support pet-friendly travel. Key features include:
- City Guides: Developed in partnership with Cesar, these guides spotlight pet-friendly attractions and travel tips in certified US cities such as Miami, Austin, and Nashville, with plans for global expansion.
- AI Trip Builder: An advanced tool that enables users to create personalised, pet-friendly itineraries quickly and easily, leveraging traveller tips and reviews.
- Business Resources: A section dedicated to helping businesses become more pet-friendly, including guidelines on accommodating pets and listing pet-friendly services on TripAdvisor.
Christine Maguire, Global Vice President of Sales & Partnerships at TripAdvisor, highlighted the significance of the partnership. “We know our travellers love their pets and seek recommendations to ensure they can enjoy every part of their adventure together. This partnership streamlines the journey for those who want to bring their pet along, helping them create lifelong memories while supporting the growth of pet-friendly businesses.”
Execution and Impact on Pet-Friendly Travel
The initiative kicks off in the US, targeting cities renowned for their pet-friendly environments, and aims to expand globally. By launching this hub at the onset of the summer travel season, TripAdvisor and Mars Petcare hope to attract pet owners looking for destination ideas and local activities that accommodate their furry companions.
A notable feature of the partnership is the introduction of a new TripAdvisor award category for the most pet-friendly hotels. The inaugural winners include Hotel Fioreze Quero Quero in Brazil, acclaimed for its extensive open spaces, and the Hyatt Centric Las Olas Fort Lauderdale in Florida, praised for its inclusive pet policies.
Future Prospects and Market Impact
This partnership marks a significant step in addressing the needs of pet owners who face travel constraints due to their pets. For Mars Petcare, the collaboration offers invaluable insights into consumer behaviour beyond traditional pet store interactions, while also strengthening the market position of the Cesar brand.
By integrating advanced digital tools and resources, Mars Petcare and TripAdvisor are not only enhancing the travel experience for pet owners but also encouraging businesses to embrace pet-friendly practices. This initiative represents a forward-thinking approach to pet care, aligned with Mars Petcare’s broader mission of creating a better world for pets.
As Mars and TripAdvisor continue to develop and expand this digital hub, they set a new standard for pet-friendly travel, promising a future where pets are more seamlessly integrated into the travel plans of their owners.
