From the Thought Leadership Team at USDM
WHAT’S TRENDING… AND OUR TAKE ON IT
Projected Growth in Digital Travel Bookers and Sales
Note: *includes leisure and unmanaged business travel sales booked via any device; **ages 18+; internet users who have booked travel online via any device at least once during the calendar year. Digital travel includes airline, car rental, cruise, hotel and transportation.
USDM TAKE-AWAY: Digital readiness is key to online conversion. If you are not sure about your digital readiness, USDM has an assessment for that.
Traveler-posted reviews are now more widely used than professional reviews, photography, video, interactive maps and information on social networks, according to Phocuswright Research.
USDM TAKE-AWAY: Aggregate and leverage reviews and treat them as your syndicated content.
The Travel and Hospitality Industry is an early mover with the Internet of Things (IoT).
Under constant pressure to provide better service at lower costs, the travel industry is working to incorporate internet-enabled components—including smartphones and tablets, wearables, sensors, beacons, communication networks, data hubs and analytics programs—into its business.
USDM TAKE-AWAY: New goal for marketers is to deliver the message anywhere, anytime, on an ever-growing number of multiple screens. It’s not just about responsive or adaptive anymore, it’s a much bigger picture and a moving target.
Digital travel ad spending will grow to $8.28 billion by 2020, for a compound annual growth rate (CAGR) of 10.9% from 2015 to 2020
USDM TAKE-AWAY: Budget allocation is key and best driven by smart data informating performance analytics.
Travel brands will spend over 63% of digital ad dollars on paid mobile advertising in 2016
The increasing time spent with mobile devices, along with growing sales on those devices, is pushing mobile ad spending ever higher, amounting to over 63% of all travel industry outlays in 2016.
USDM TAKE-AWAY: Mobile marketing encompasses ALL tactics working in an integrated platform to create marketing intelligence and ROI. Mobile Marketing Readiness is a factor in the ROI on this increasing ad spend in the industry.
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