Telegraph.co.uk unveils new travel search engine

contextual advertising surrounding its editorial content.

Janet Urwin, Telegraph.co.uk's product manager for travel, explained
that keywords would be extracted from both the editorial and the text of
advertising to ensure advertising is relevant and there is no wasted
advertising. "There will be no headline 'holiday to Brazil' and then
links for holidays in Africa."

Urwin also claimed that Telegraph.co.uk was the first travel website to
use this type of contextual advertising. She added that although
contextual advertising was commonplace in online advertising, "it is
more controlled by the advertiser, so there is some wastage. This cuts
that out and the primary focus is relevancy".

The newspaper sister site is also launching a website to coincide with
Ultratravel, a travel supplement aimed at the high end of the holiday
market. The supplement will launch on 2 September. The website address
will be telegraph.co.uk/ultratravel.

The changes to the travel website come at the same time as other
developments. These include the business pages, which now include
economic snapshots, such as unemployment, inflation and interest rates.
The property pages now include data on historic prices. The jobs channel
has an interactive board allowing jobseekers to receive notification of
new positions by e-mail, as well as their application's progress.

The blogging website, where users can share their views with columnists
Celia Walden, Ben Fenton and Hilary Alexander, has also been
redesigned.

Annelies van den Belt, Telegraph Group's new media director, said:
"These latest changes to the website not only provide an improved
proposition for our advertisers and users alike, but reflect the
direction of the group as it moves towards becoming Telegraph Media
Group."