New Skift Research Report Looks at the Challenges for Online Travel Media in 2018
Photo Credit: Travelers today still rely on desktop and laptop computers to research travel. A woman uses her laptop to do research. Pexels.com / jeshoots
Skift Take
The majority of first travel searches have no mention of a brand or destination, putting publishers of digital destination information in a uniquely influential position. Yet publishers are challenged to differentiate themselves in an arena with an overwhelming number of options.
Unlike many other parts of travel which are increasingly mobile-first or mobile-dominant, the early phase of travel planning is still laptop/desktop heavy. Travelers tend to look through a myriad of sites for inspiration on where to travel.
In our latest Skift Research report, The State of Online Travel Media 2018, we take a closer look into how travelers select their next destinations, as well as the channels they use for their research and the online travel media they read to plan for their trips. We then provide detailed profiles of 48 online travel publishers in four categories: traditional print-to-digital travel guide publishers; news sites and magazines with strong travel sections; travel booking platforms; and Google. We also examine the challenges these publishers face.
Although it's an overcrowded space with great chall
