Skift Take

As modern marketing gets more complex, seamless delivery of marketing success requires a strong and well-executed operations strategy.

Marketing operations have risen as an important discipline in business in the past few years. Yet, core questions remain: Should there be a separate marketing operations specialist or team? What are the responsibilities and decision-making powers of the marketing operations function? In addition, there are broader questions that are related to operations and crucial to marketing success, including how marketing teams should be structured, what functions should report under marketing, and how budgets should be set.

To help travel marketing executives see how they stack up in the industry in these areas and set up strategies to optimize, Skift Research conducted a survey of senior executives and marketing professionals in various travel sectors on their practices and attitudes related to these questions.

Skift Research’s latest report, Marketing Operations in the Travel Industry Benchmarks: Online Travel Agencies, is the fourth of the series of findings reports based on this survey, each focusing on one specific sector. In this report, we present the survey results of 32 global online travel agency 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 OTA companies
  • Prevalence of dedicated marketing operations functions in OTA companies
  • Responsibilities and effectiveness of marketing operations functions in OTA companies
  • How online travel marketing teams are structured and the effectiveness of each structure
  • Ideal marketing team structures in delivering marketing success
  • Functions that report into marketing in online travel companies
  • How OTA companies set up marketing budgets and the effectiveness of each budgeting approach
  • How OTA companies that are more profitable than peers stand out in key marketing operations areas

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

Subscribe to Skift Research Reports

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.

After you subscribe, you will gain access to our entire vault of reports conducted on topics ranging from technology to marketing strategy to deep dives on key travel brands. Reports are available online in a responsive design format, or you can also buy each report à la carte at a higher price.

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Tags: marketing, Marketing Operations, online travel agencies, skift research

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