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For today's hospitality brands, loyalty programs are as much about repeat customers as they are about controlling distribution costs. Often times that means strategy at the property level, rather then at the brand level.
This report analyzes the state of hotel distribution with a focus on direct booking. Rather than taking the view that it’s a booking war, we believe the landscape is far more nuanced where hotels need to take a holistic approach with their distribution channels. Readers will gain insight from our interviews with over 20 executives across the hotel and online travel ecosystem along with the results from our survey of 370 hotels around the world, which was powered by Skift and Trivago.
This downloadable Skift Data Sheet (Excel file) features results from Skift's 2017 Digital Destinations Survey which collected 300 responses from destination marketing organizations worldwide. In this data sheet we present the most insightful data, comparing the differences between U.S. to non U.S. DMOs, as well as local DMOs to national ones.
This report looks deep into the current state of destination marketing, with a particular focus on current and developing content marketing, digital advertising and data analytics strategies. Skift Research Annual Subscribers also gain access to our 2017 Digital Destinations Survey full results. We collected over 300 responses from destination marketing organizations worldwide to assess budget, spend on marketing, reported return on investment on advertising platforms, and other metrics. The data sheet is a downloadable Excel file a full breakout of results from this 35 question survey (Annual Subscribers only).
This downloadable Skift Data Sheet (Excel file) features travel tech funding rounds in Europe ranging from 2010 to 2016. The data includes publicly announced rounds including angel, seed, and series. Our data sheets are fully editable and charts can be filtered to one’s preference. Base data included for each funding round include: city, country, total amount in USD and year of funding. The sheet also includes a list of the 100 most funded travel startups in Europe founded after 2000. The total funding data column in the top 100 tab includes all types of funding the company has received, including loans, government grants, etc.
Europe has traditionally been a very active player in travel. Yet lack of funding, market fragmentation and other factors have held it back from producing global corporations. Nevertheless, Europe is finally warming up to the American-style, risk big and risk early venture investment culture that has given birth to so many tech megabrands out of Silicon Valley.
Content marketing has evolved from a novelty into the mainstream of the travel industry. Not only are more travel marketers creating content as part of their broader advertising strategies, they’re also spending more to produce it. But as more travel brands ramp up content marketing initiatives, there are challenges, including how to measure the ROI of such programs, dealing with influencers, and determining how to create content in a cost-efficient manner. Which content strategies are gaining traction with travel brands in 2017 as they look to evolve their efforts in the year to come?
Skift’s 2016 Experiential Traveler Survey collected 1,375 responses from U.S. travelers, who took at least two trips per year, and had a combined annual household income of at least $50,000. Throughout the survey we queried respondents about their travel preferences, their motivations for travel, and their expectations while traveling. We asked about mobile and digital habits, and whether or not they were willing to share their data to receive a more personalized experience. Lightspeed Inc. served as our consumer panel provider for this project.
Facebook has transformed itself from a social media site into a powerful digital media platform that is now spreading its footprint across the travel industry. Facebook’s ability to dynamically retarget consumers combined with the ads being visual, aspirational, cost-effective, and largely in-app for Facebook’s massive and highly-engaged user base will make the platform an increasingly important tool for the travel industry.
Airbnb popularized a new type of rental product - i.e. the primary-residence urban rental, but now professionally managed properties are coming online with fury. Looking forward ten years, the landscape will likely look quite different. Consolidation is in the air; vacation rentals have gone mainstream with the consumer but inventory remains fragmented. Property managers, marketplaces, SaaS platforms and a host of other add-on services are evolving their strategies to capture greater scale and efficiencies.
In this Skift Research Analyst Session we discuss the global vacation rentals landscape and look at how the industry is quickly evolving when it comes to vacation rental managers and the digital tools and platforms they use to fill their properties. We talk about what's happening with Airbnb in the context of the professionally managed segment of the business. We outline the landscape in terms of competition and the companies that are setting themselves up for success in this increasingly competitive market. We also highlight topline data from our 2017 U.S. High-Income Traveler Survey including attitudinal data on what high-income travelers think about Airbnb and rentals as an alternative to traditional hotels.
The tours and activities segment is a two-sided race, with the big online aggregators clamoring to bring both suppliers and travelers into the digital age. The category has a relatively short booking window compared to accommodations and flights, leaving little room to use the latest in digital marketing and retargeting tech. Average booking values are also significantly lower than other categories. Yet, despite the challenges, the opportunities remain significant; the category is very much the next (if not final) frontier in online travel.