Marketing and Media

When fewer consumers are willing to pay for content, consumer travel media companies must diversify their business to compete with big names dominating a travel media landscape that is changing in real time. This report is a snapshot of the media landscape and looks at how travel publishers are adjusting business strategies to meet these challenges -- and thrive.

For the travel industry, online search is in the middle of significant transformations. From the mobile-first milieu to the evolving concepts of search and commerce, attribution and product-level innovation, avenues to reach travelers via search marketing are moving toward a future that brands can’t afford to bypass or ignore.

Building products around and marketing to the next generation of business travelers will not be an easy task. Social, fickle, design-centric and narcissistic, Millennials demand the highest of product standards while resisting traditional marketing methods. In this report, we’ll look at some of the success stories and trends facing the industry as the next generation of travelers comes of age.

Over the past ten years, digital video has matured and permeated the social sharing and mobile viewing environments. As ad products evolve to make video more interactive and audience more targetable, travel brands need to rethink their content mix to stay relevant.

In this study, we look at what silent travelers are doing, where they are going, and how they are getting there. What can brands do to reach them in-trip and at-destination? This report dives into demographics, travel trends, and best practices for seeking the often younger, tech-savvy, and business/leisure-combining travel consumer.

Content has historically put airlines at the cutting edge of the travel sector, with carriers setting many content management precedents, well ahead of grounded brands. While the world's leading carriers and flagship brands have always been content producers, they have become more sophisticated introducing innovative approaches to content production and media utilization.

A look at the present — and future — of e-mail marketing for travel brands. From responsive design and targeted sendings, to pushed content and pulling travelers into a fluid cross-channel narrative — e-mail marketers are steering the industry's course toward more reliable conversions, more of the time.

A major shift took place two years ago that caused travel brands to lament the dwindling access to consumers through Facebook. Paid reach beat out organic reach and brands realized that they don’t have much of a choice but to stay put. As consumers drift into other branches of this multi-pronged platform, smart brands are keeping one eye on the data that matters and the other, on greener pastures.

Over the last decade, the world’s most innovative hotels and hotel brands have developed as portals into their destinations’ local communities. To communicate that experience to guests, hotels are developing sophisticated online content marketing that positions the hotel as a character in a traveler’s journey.

Destinations have always been in the content marketing business, but they are now getting more creative in both how content is produced and distributed. Learn how top brands are making engaging, high-quality articles and videos, where they’re placing the content for maximum views, and how they’re measuring the impact of their efforts.

Travelers are looking to their social networks for inspiration and recommendations, before, during and after their vacations. User generated content is native to Instagram. Consequently, it is becoming the most effective marketing platforms in the evaluation stage—one step away from the purchase decision.

With a the growing amount of technology platforms to reach brands, social media has become an important space for customer service. In order to keep up with the popularity of these platforms and increasing amount of social interactions, brands are adapting by structuring their teams and departments to deal with volumes of inquiries in a personalized way.