Increasingly, companies realize that paying lip service to their audience in the form of brand positioning and advertising messages may bring in customers, but not retain them. Brands have to live up to the expectations they create for their customers, and those expectations cross boundaries of time, device and form of interaction. Companies in every industry need to think hard about how to produce great customer experiences, and travel has its own unique challenges.Analyst: Hollis ThomasesTopic: Technology InnovationResearch Type: Report
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No longer a nice-to-have, digital advertising – particularly for travel marketers – has become a must-have as part of virtually any annual strategy. As so much of the traveler experience now begins and ends online, to reach prospective buyers at the right place and time, travel marketers continue to re-allocate greater advertising budget to digital. Yet complexity and fast-changing technologies continue to plague digital advertising at-large, especially due to growing concerns over accurate measurement criteria, ad fraud, non-human website traffic, fake news, brand safety, and user-installed ad blocking software. Issues of trust and transparency have further compromised digital advertising.Analyst: Hollis ThomasesTopic: Technology InnovationResearch Type: Report
Businesses spend a lot of money on marketing and advertising with the goal of driving sales, revenues, and profits. For a very long time, that meant focusing on ways to drive consumer attention to the product or services the business chose to promote. In the parlance of travel, this focus has been on the destination, not on the trip itself. Digital has, however, precipitated the altering of this thinking. With the de-centralization of how and where people buy, marketers have had to become more customer-centric, paying attention to customer segments, behaviors, expectations, and experiences. The assemblage of these new focal points is called the customer journey, and this report will more deeply explore — through the combination of travel-specific and generalized sources — the customer journey, its value to a business, and how customer journeys can also foster innovative thinking and execution for travel marketers.Analyst: Hollis ThomasesTopic: Technology InnovationResearch Type: Report
For travel players competing for accommodations shoppers, the battle for website visitors often begins on a third-party website. Search, metasearch, referrals and advertising all play a role in driving traveler traffic. This report, part of Phocuswright’s U.S. Accommodation: Clickstream & Conversion series, presents analysis of traffic trends for the U.S. online accommodation marketplace, with a focus on referral share and trends for key segments and travel brands. Data includes desktop and mobile referrals in the hotel, OTA, private accommodation and metasearch categories.Analysts: Douglas Quinby, Cathy Walsh, Deepak JainTopic: Consumer TrendsSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Report
Download the presentation deck and audio recording of the June 2, 2016 webinar - sponsored by Olapic Inc. - to explore how social media shapes the vacation-planning process and travel-related UGC, including advertising on social platforms and what aspects of their trip travelers reviewAnalysts: Marcello Gasdia, Mark Blutstein, Cathy WalshTopics: Consumer Trends, Technology InnovationSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel AgenciesRegion: U.S. & CanadaResearch Type: Report
Keeping up with the latest and greatest bright shiny object in digital marketing oftentimes feels like a race with no finish line. Making determinations on how much attention, time, resources, and actual budget to allocate to new advancements in digital marketing challenges any professional, even the savviest. With the pace of change and the pressures of competition, brands must weigh their decisions based on both where they think their consumers will be next and how much they want to be leaders versus followers in that space.Analyst: Hollis ThomasesTopic: Technology InnovationResearch Type: Report
Native advertising has become the darling of digital publishers, but is it right for travel advertisers? This Analysis explores the various types of native advertising available to travel marketers, using examples to highlights some of the advantages and challenges of each.Analyst: Hollis ThomasesTopics: Destination & Activities Marketing, Technology InnovationResearch Type: Report
The cost of customer acquisition in the digital age is a hot topic. Yet even among large companies and well-established brands, many executives have difficulty defining, let alone assessing these costs. This Spotlight examines the various components associated with customer acquisition, and highlights the tools and techniques brands can use to streamline and optimize these costs throughout the travel life cycle.Analyst: Caryn SmithTopic: Technology InnovationResearch Type: Report
For decades, travel marketing was dominated by mass broadcasting of product features – convenient schedules, on-time performance, pleasant staff or comfy beds. Now, however, advanced technologies and communications enable unparalleled traveler self-sufficiency, customization and personalization when researching, booking and experiencing travel. The challenge for the travel industry is to prioritize personalization initiatives to take advantage of technologies that capitalize on advanced analytics and big data, which other industries are embracing.Analyst: Robert ColeTopic: Technology InnovationRegion: U.S. & CanadaResearch Type: Report
The US$1.2 trillion global travel industry is accustomed to innovation. New technologies have sparked imaginations and spurred thousands of companies, from startups to established businesses, to create the means to better serve suppliers and travelers. But innovations also mean challenges – in the form of disruptions and transformations to the industry – and result in successes and failures along the way.Since 2008, Phocuswright’s Travel Innovation Summit (TIS) has provided a platform for an elite group of industry visionaries to promote their ideas globally, gaining new partners, customers and suppliers in the process. And they’ve received monetary support; to date, 153 TIS innovators have realized more than $1.3 billion in fundingand acquisitions (excluding IPOs).Analyst: Caryn SmithTopic: Technology InnovationRegion: U.S. & CanadaResearch Type: Report