The State of Digital Advertising in Travel: Time for a Rethink

Summary

Striking a balance between offering perfectly-tailored products and adhering to high standards of privacy has been a longstanding issue. As calls for greater personalization and more control of personal information dissemination both grow louder, travel suppliers and other marketers face renewed challenges from both regulatory and private-sector fronts. In travel, adoption of SSI-enabled technologies may solve many pain points for both consumers and providers. But more changes are on the horizon, and travel marketers need to be aware of the shifting landscape in order to ensure the effectiveness of their digital outreach. This analysis provides an update on the state of digital advertising, the changes ahead and their potential impact on consumers and travel marketers.