Skift Take

From the mobile-first milieu to the evolving concepts of search and commerce, attribution and product-level innovation, avenues to reach travelers via search marketing are moving toward a future that brands can’t afford to bypass or ignore.

Today we are launching the latest report in our Skift Trends Reports service, Search Marketing for Travel Brands.

Mobile has rewritten the travel search marketing playbook as online travel agents seek a bigger role and Google’s influence stretches further than ever. Among the new consumer behaviors is a penchant for searching images rather than text and more spontaneous bookings via mobile.

In this environment, the framework employed a few years ago in the desktop era no longer applies and new mediums, like wearables, ensure that brands will have to pay close attention to shifting consumer behaviors in order to thrive in this market. For marketers at travel brands, the search market is complex and challenging to navigate.

This report examines how travel brands, OTAs, and metasearch brands are all strategizing to maximize their visibility in search. Drawing on interviews with industry leaders from DoubleTree, Google, and Hotels For Everyone as well as proprietary research, we delve into what’s happening in search and what’s next.

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NOTE: We have moved away from the PDF format for reports; now you can read them in the new, online HTML5 responsive-design format. Check out an example here.

About These Reports

This is the latest in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.

After you subscribe, you will receive two reports every month — 24 in a year. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

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Tags: research reports

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