Media

Platform Disruption Has Changed How Travel PR Agencies Operate

Andrew Sheivachman, Skift

Travel PR agencies have had to adapt to the complicated world of online content. As marketing dollars move towards influencers and activations, less is being put towards traditional print advertising in newspapers and magazines.

How Travel Media Missed the Digital Leap

Andrew Sheivachman, Skift

Why Travel Brands Need To Go Deeper On Content Strategy

Adobe + Epsilon + Skift

While the term “content strategy” means different things to different organizations one thing is certain: brands need to be thinking beyond surface level content creation and marketing and dive deeper into the overarching strategy guiding these efforts.

Nearly Half of Tourism Boards Think Working With Influencers Is a Good Idea

Dave Montali, Skift

Influencers are increasingly important for DMOs looking to reach and engage with its audience over social media. Overall they are also considered as a good ROI.

Facebook Expands Its Dynamic Ads for Travel to Airlines

Deanna Ting, Skift

The bigger question here is this: Should airlines and their travel peers be investing more in social versus search?

Video: Mr & Mrs Smith and Bridging the Gap Between Content and Booking

Jason Clampet, Skift

Mr & Mrs Smith has carved out a unique space in the market, and its evolution over the last decade speaks to the radical changes in the ways we discover, book, and return to hotels.

It’s Time to Rethink the Travel Instagram Aesthetic

Colin Nagy, Skift

Travel is more exciting than a well composed and prop-heavy Instagram shot would let on. We think it's time to start letting go.

The Future of Travel Media Is Going Far Beyond Print

Andrew Sheivachman, Skift

Time will tell if video truly resonates with travelers during the inspiration phase of the travel booking funnel. For the time being, it's smart for travel media to experiment with a variety of formats and platforms, especially when it comes to branded content.

Content Marketing in Travel Has Moved From Niche to Mainstream

Dave Montali, Skift

In today's content-driven world, travel companies have adapted to cater to customers' needs. Content marketing is now more popular than ever before.

How Travel Marketers Are Measuring Content Marketing Success

Dave Montali, Skift

With content marketing's move into the mainstream the next step for companies to master is measuring its performance and success.

New Skift Research Report: The State of Content Marketing in Travel 2017

Luke Bujarski, Skift

If content marketing is all about storytelling, then "travel" should be about the easiest vertical to storytell around. That is, unless, you have every other destination, hotel, and airline telling the same story.

Skift Forum Europe: How Lonely Planet Looks Beyond Guidebooks

Andrew Sheivachman, Skift

Lonely Planet is taking a multichannel approach to consumer travel media, and it seems to be working.