The role of marketing technology in the travel industry has passed the threshold of adoption, but significant attention is still required to bring the technology at work into its true and central role, industry-wide.
Creating customer loyalty can be a challenge for brands in the travel industry, and this is especially true for destinations. The results of our U.S. Repeat Visitation Survey help decode visitors who choose to return to destinations.
Along with marketers’ heavy investment in digital, the quality of digital advertising continues to improve with more advanced targeting and measurement capabilities. Optimized marketing success requires the right media mix and the right types of technology.
The India outbound travel market is poised to boom in a matter of years. The global travel industry needs to make itself aware of this market and why it matters now, so they’re not scrambling to catch up later.
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.
Mobile has become a key component of the in-destination experience for U.S. travelers today. From finding things to do, to spontaneous bookings, mobile apps and websites have a role to play at each part of the in-destination journey. Travel brands that can find a meaningful place in this mobile journey have a lot to gain.
In today’s environment, hoteliers can no longer sit idly by, complacent with the tech systems and hardware that they have been using for decades. Those that focus on tech in terms of the overall customer journey will not only delight guests, but also outpace competitors in sales and ROI.
Online travel agencies remain essential to the travel industry as consolidators of and clearinghouses for advertising dollars throughout the space. We do not see OTAs being removed from this position easily, but challenges are growing by the day.
Amazon likely has a role to play in the future of travel distribution, marketing, or devices — if not all three. Travel leaders need to prepare today, or risk being caught flat-footed tomorrow.
Chinese outbound travel continues to boom and shows high potential for future growth. Travel brands and destinations need to understand the evolving behaviors and preferences of Chinese travelers in order to most effectively appeal to this market.
For all the growth and enhancements we have seen in hotel loyalty programs over the past few years, differing opinions among consumers and hotel owners with regards to the overall value and success of programs remain. Clearly, the road to fostering real consumer loyalty will be a challenging one. Hotel companies should ultimately focus on driving satisfaction and providing the best service so consumers choose their brand over others and recommend it to friends and family.
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