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The State of Online Travel Media 2018

by Renuka Sastri + Skift Team - Jul 2018
Digital Media

Skift Research Take

The majority of first travel searches worldwide have no mention of a brand or destination, putting publishers of digital destination information in a uniquely influential position. Today, travelers have an overwhelming number of options, and publishers are challenged to differentiate themselves.

Report Overview

This report examines destination content available to help travelers choose their next destination. We’ll explore the web presence of traditional travel guide publishers and magazines like Lonely Planet and National Geographic Travel, digital firsts like TripAdvisor and Thrillist, along with Google and the three largest travel booking platforms. We’ll also look into coverage of niche needs (hint: there’s not much), and the opportunity to make the complicated research process a little less so for travelers.

What You'll Learn From This Report

  • How travelers pick their next destination, how destination selection methods varies by age, and the channels travelers use for research
  • Detailed overviews and analyses of 48 online publishers of informative content that help travelers pick their destination
  • How duplicative content of the travel publishing space calls for differentiation and consolidation
  • How personalization and mobile will continue to drive the future of online travel media

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