Campaigns developed by Discover Puerto Rico with online travel agencies (OTAs) generated $89 million for Puerto Rico’s economy. Of this total, $53 million came from flight revenue and $36 million from hotel revenue.
Million-Dollar Impact of OTA Campaigns in Fiscal Year 2024–2025
The initiatives, carried out with companies such as Expedia, Priceline, and Booking.com, delivered an advertising return on ad spend (ROAS) of $289 for every dollar invested and reached 46 million impressions—representing the number of times the message was shown to the public.
These results highlight the organization’s commitment to the hospitality industry. Marketing actions were strategically activated during the low season, specifically to support hoteliers in periods of lower demand. The $36 million generated in hotel revenue confirms the direct impact of these initiatives on the sector.
Among partners, Expedia achieved the highest performance, generating $34.3 million in revenue with a ROAS of 286. Of that total, $12.6 million came from hotel bookings and $21.7 million from flight reservations.
Next were Priceline/Booking.com, with $14.6 million, including $8.1 million in hotels and $6.4 million in flights. Hopper, a digital agency that appeals to younger audiences, contributed $12.9 million, of which $2.6 million came from hotels and $10.2 million from flights.
Expedia’s leadership can be explained by its strong penetration in the local market, as most Puerto Rico hotels include it in their marketing plans. The campaign on this platform was supported by a dedicated landing page showcasing the Live Boricua brand and driving bookings through highlighted offers.
The fiscal year also marked the first collaboration with Kayak, which included a dedicated page featuring Puerto Rico’s different regions and achieved 9.2 million impressions—a metric that reflects the brand’s reach and visibility among new audiences.
Discover Puerto Rico also carried out a second cooperative promotion with Expedia in partnership with Frontier Airlines, allowing hoteliers to participate at no cost. With an investment of just $50,000, this effort generated millions in revenue, achieving a ROAS of 114—well above industry averages.
The results obtained in fiscal year 2024–2025 once again demonstrate Discover Puerto Rico’s commitment to positioning the Island among the top destinations to visit.