WHAT’S TRENDING… AND OUR TAKE ON IT
This month’s Travel Industry Digital Trends come from The Travel Marketer’s Guide to the U.S. Digital Travel Landscape by Phocuswright, Inc.
Digital travel IS travel. Digital is the dominant means through which travelers plan, choose and purchase travel. As travel brands look to build their marketing strategies for 2018 and beyond, digital must consume a substantial and yet still growing share of marketing spend and management focus.
Travel marketers should benchmark their digital spend as a share of their total budgets against the industry-wide average of 61% as well as their competitive set. Are you ahead of – or behind – your competitors?
USDM Take-Away: Successful travel companies are shifting investments from traditional marketing channels to digital. They find repeatedly that allocating more resources to digital marketing drives higher impact across all channels. Want to know how your marketing is performing? Contact us at Inquire@usdmdigital.com. Ask about USDM Digital’s proprietary Digital Gap Analysis® of your digital programs, technology, competitors, and impact to identify gaps, challenges, and most importantly, missed opportunities.
Develop distinct channel strategies for performance marketing and brand advertising. Travel marketers clearly view some channels as better for direct response, such as search, metasearch and OTA promotions, while other platforms are more effective for driving brand awareness (social and video).
More than half of travelers who recalled online ads said those ads were both helpful and influential, but there are important differences across platforms. Social media platforms whose primary communication medium is visual (e.g. sharing photos or videos) appear to have the most influence among travelers who use them. More than half of all travelers who recalled seeing travel ads on Snapchat, Instagram, YouTube and Pinterest said those ads were very or extremely influential.
The power of personalization. Travelers also had higher recall of online ads that were relevant to them, featuring a brand, destination or set of travel dates they were interested in.
USDM Take-Away: Current and emerging travel consumer expectations and behavior, along with the evolving technologies they use require marketers to analyze and respond in order to stay competitive. Do you have an analytics strategy to mine the data points for personalization and advertising spend optimizing? Do you have distinct channel strategies for performance marketing and brand advertising? Social? Mobile? For assistance and insights, contact us at Inquire@usdmdigital.com. Ask about USDM Digital’s proprietary Digital Strategy Playbook® — A data-and-insight-driven, integrated digital marketing plan of strategy and tactics that your staff can execute independently or in collaboration with USDM Digital™ and other agencies.
ABOUT USDM DIGITAL™
Public and private sector brands trust USDM Digital™ to provide current and future insights, develop digital strategy for business, execute digital marketing and advertising, improve customer engagement, and deliver performance that measurably IMPACTS their business. Visit us at www.usdmdigital.com
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Digital Strategy Playbook® is a registered trademark of UNIVERSAL STANDARDS FOR DIGITAL MARKETING, LLC (TEXAS LIMITED LIABILITY COMPANY)