Key Benchmarks for Marketing Operations in Tours and Activities: New Skift Research

Marketing operations has emerged as an important discipline in the past few years. With marketing getting ever more complex, marketing operations often assume responsibility for managing channel and campaign processes and performance evaluation, selecting and managing technology partners, planning budget, and coordinating inter- and cross-team communications.

Yet core questions remain: Should there be a separate marketing operations specialist or team? What are the accountabilities and decision-making powers of the marketing operations function? In addition, there are broader operational questions on key aspects that are crucial to success, including how marketing teams should be structured, what functions should report into marketing, and how budgets should be set.

Skift Research’s latest report, Marketing Operations in the Travel Industry Benchmarks: Tours and Activities, is the third of a series of B2B insight reports to help address these topics. In this report, we present the survey results of 51 global tours and activities companies to help senior marketing executives benchmark their operations practices against the industry and set up strategies for optimization.

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What You’ll Learn From This Report

• 2019 marketing priorities for tours and activities companies
• Prevalence of dedicated marketing operations functions in tours and activities companies
• Responsibilities and effectiveness of marketing operations functions in tours and activities companies
• How travel activity marketing teams are structured and the effectiveness of each structure
• Ideal marketing team structures in delivering marketing success
• Functions that report into marketing in tours and activities companies
• How travel activity companies set up marketing budgets and the effectiveness of each budgeting approach
• How tours and activities companies that are more profitable than peers stand out in key marketing operations areas

If you missed the first two reports in the series, click here for Benchmarks for Hotels and click here for Benchmarks for Destinations.

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This is the latest in a series of monthly reports aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision-maker. Tap into the opinions and insights of our network of seasoned staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

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