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Technology has driven massive shifts in consumer travel behavior. Travelers now dream of, research, shop and book their travel across devices, and are led into the funnel through various advertising channels. The travel industry has bounced back after a few difficult years, and advertising budgets are likewise rising. Based on a combination of executive interviews, surveys and market sizing work, this report represents a deep dive into the travel ad spend landscape in the U.S. and Europe, exploring the essential trends that define digital travel advertising.Analysts: Alice Jong, Bob Sacco, George Skarpelos, Marina Lähteenmäki, Douglas QuinbyTopics: Market Overview & Sizing, Destination & Activities MarketingSegments: Air, Car Rental & Ground Transportation, Cruise, Hotels & Lodging, Online Travel Agencies, Rail, Tours & PackagesRegions: Europe, U.S. & CanadaResearch 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
The cruise and packaged travel segments are entirely leisure-driven, and remain the two key segments where traditional travel agents are the most important distribution partners. Because of the overlap in demographics and distribution, cruise and packaged travel companies compete for business. But they also complement one another, as packaged travel companies provide pre- and post-stays to cruise lines. In 2017, the U.S. cruise and package segments grew 5% and 3%, respectively. This report provides complete sizing and analysis on the U.S. cruise and packaged travel segments, including online versus offline bookings, distribution dynamics, OTA versus supplier dynamics and projections through 2021.Analysts: Michael Coletta, Mary Pat Sullivan, Maggie RauchTopic: Market Overview & SizingSegments: Cruise, Tours & PackagesRegion: U.S. & CanadaResearch Type: Report
When Apple first introduced iBeacons (later just called beacons) in 2013, these small short range wireless transmitters were hailed as the foundation of new age of micro geo-targeting. Retailers were going to use beacons to automatically notify consumers of exclusive deals while passing by a store in the mall. In the travel space, beacons would help travelers navigate the airport, check security wait times and take advantage of special deals. Now, four years later, the use of beacons has become common place impacting the enroute and in destination travel experience.Analyst: Norm RoseTopic: Technology InnovationResearch Type: Report
While travel and tourism rank on a par with other spending categories, not all Americans put leisure travel at the top of their wish list. In 2016, one third of U.S. adults did not take a vacation. This Spotlight explores the segment of the U.S. population that does not travel for leisure, including their reasons for staying home and significant differences across age, income and other demographics.Analysts: Georgette James, Mark Blutstein, Lorraine SileoTopic: Consumer TrendsRegion: U.S. & CanadaResearch Type: Report
Blockchain, the underlying technology behind cryptocurrencies such as Bitcoin, has moved from an abstract concept to concrete initiatives by both startups and established companies across all industries. The platform is now being promoted as a solution for identity, security and fraud prevention, with some predicting blockchain will be the foundation for the next generation of the Internet. In boardrooms across the country, C-level executives are evaluating their blockchain strategies. Given this focus, what will blockchain’s impact be on the near term and mid-term infrastructure for the travel industry?Analyst: Norm RoseTopic: Technology InnovationResearch Type: Report