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While social media has long had an impact on travel sharing and decision-making, the landscape has changed dramatically. Travelers (especially younger ones) now show a strong preference for sharing their travel experiences visually – through photos and video. This spotlight explores the impact of social networks on travel, including which sites are most used by travelers, how travelers share their experiences, and the impact of social media on travel decisions.Analysts: Brandie Wright, Mark Blutstein, David JumanTopics: Technology Innovation, Social & SearchRegion: 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
Virtually everyone on the planet who has used the internet recognizes the three leading search engines, Google, Yahoo and Bing. Along with the big 3, there are several others, such as the Chinese search engine Baidu and DuckDuckGo, which does not track and record users’ actions. Despite these advances, we have just begun to unlock the potential of search.Analyst: Bob OffuttTopics: Social & Search, Technology InnovationResearch Type: Report
Search marketing has long been the grand poobah of digital marketing. In travel, industry marketers have relied heavily on Search strategies to lead prospects down the conversion funnel. This paper discusses the historical importance of Search, examines indicators that Search’s dominance could be slipping, and recommends what travel marketers should do to adapt their digital marketing strategies to keep ahead during changing times.Analyst: Hollis ThomasesTopics: Social & Search, Technology InnovationSegments: Hotels & Lodging, Online Travel AgenciesResearch Type: Report
On the surface, year-to-year changes in the percent of revenue booked through traditional hospitality distribution channels appear to be stable. This belies seismic changes occurring among the major players in distribution – chains, online travel agencies, metasearch sites, travel agencies, travel management companies, search engines, tour operators. social media sites and new distribution related startups. We need an alternate way to view the hospitality distribution system.Analyst: Bill CarrollTopic: Technology InnovationSegment: Hotels & LodgingResearch Type: Report