The Weather Company’s New Ad Play Aims to Sell Experiences and Hotel Bookings

The Weather Company and Steller, a travel content and booking platform, are testing whether Weather.com can become a travel discovery channel.

Out-of-town forecast searches now trigger creator-led destination video and a direct path to booking experiences and hotels. The product ran quietly for a month ahead of its official announcement Wednesday.

For destination marketing organizations, it offers a new distribution channel embedded in a daily digital habit. The Weather Company, which operates Weather.com and powers The Weather Channel app, reaches more than 400 million monthly active users across its digital properties, according to the company.

Steller’s contextual ad product aims to reach travelers before they turn to search engines or social feeds.