Ad tech has revolutionized the advertising space. Yet challenges abound in its promise to help cut ad waste and drive sales. A focus on results is key in vetting ad tech stack for travel companies.
There's a reason we love earnings season: lot's of interesting new company data points.
As travel CMOs and their teams take on more responsibilities, a well-designed and articulated operations plan is crucial for delivering marketing success. Use this series of Skift Research reports to see how you stack up against other companies in your sector in key operational areas and set up strategies to optimize.
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.
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.
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.
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.
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).
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?
Instagram and Snapchat have exploded in recent years; the user base is certainly there but at the same time, they leave something to be desired for advertisers. Visual content is also a challenge on the production side. How travel brands leverage both branded and user generated content to engage potential customers will vary. One certainty is that travel should continue to experiment with visual content and the platforms that attract millions.
Many travel industry executives are excited about the potential of virtual reality to deliver immersive experiences that help them better sell travel products to potential customers. Historically, the technology has passed through a series of boom and bust cycles. The relative successes and failures of these campaigns will depend entirely on consumer adoption.
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