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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: Article
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