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Cracking the Travel Booking Code — Digital Marketing News

Cracking the Travel Booking Code — Digital Marketing News

Jeremy Kressman, Skift

Search advertising continues to dominate travel ad budgets because it's extremely effective at converting shoppers into buyers. But new research on travelers' "path to purchase" suggests travel marketers should question this assumption, finding that earlier stages of the booking process may be equally influential.

3 months ago

The Evolution of the Like Button — Digital Marketing News This Week

The Evolution of the Like Button — Digital Marketing News This Week

Jeremy Kressmann, Skift

"Like" buttons could be the solution for hotels, airlines, and other types of travel companies eager to gather guest feedback during the trip. Consumers are already accustomed to the idea, so it is definitely worth further testing.

4 months ago

Travel’s Social Commerce Future — Digital Marketing News This Week

Travel’s Social Commerce Future — Digital Marketing News This Week

Jeremy Kressmann, Skift

Whether we're discussing Instagram or conversational "chat bots," more travel brands seem to be experimenting with ways to make online commerce more social. The question is, do consumers want that too?

4 months ago

Understanding Travelers’ Cross-Device Habits — Digital Marketing News This Week

Understanding Travelers’ Cross-Device Habits — Digital Marketing News This Week

Jeremy Kressman, Skift

Cross-device marketing remains a complicated, but necessary, task for today's travel marketers. Thankfully, there are more tools and better methods available to do it than ever before.

4 months ago

The Changing Habits of China’s Millennial Travelers — Digital Marketing News This Week

The Changing Habits of China’s Millennial Travelers — Digital Marketing News This Week

Jeremy Kressmann, Skift

There are 400 million Chinese millennials. For any marketer still not convinced that China is the future of the travel industry, there are now 400 million reasons to change your mind.

4 months ago

Travel Brands’ Social Media Advertising Matures — Digital Marketing News This Week

Travel Brands’ Social Media Advertising Matures — Digital Marketing News This Week

Jeremy Kressmann, Skift

Social media players like Facebook and Snapchat have had lots of of success capturing bigger shares of travel marketers' advertising budgets. But if they really want to earn the big money traditionally saved for TV campaigns, they'll need to evolve beyond the "social" label.

5 months ago

Why Do Travelers Share on Social Media? — Digital Marketing News This Week

Why Do Travelers Share on Social Media? — Digital Marketing News This Week

Jeremy Kressman, Skift

Lots of "likes" and "shares" look good in a marketing campaign reports. But did they lead to meaningful actions by the audience? It's time for social media metrics to get more scrutiny from travel marketers.

5 months ago

How to Do Social Customer Service Right — Digital Marketing News This Week

How to Do Social Customer Service Right — Digital Marketing News This Week

Jeremy Kressman, Skift

Social media is becoming big business. If you need proof, just look at American Airlines, which is devoting millions of dollars to making sure travelers say good things about them online.

6 months ago

Travel’s Location Marketing Moment – Digital Marketing This Week

Travel’s Location Marketing Moment – Digital Marketing This Week

Jeremy Kressman, Skift

There's billions of location-specific insights hidden inside travelers' Instagram photos, Tweets and TripAdvisor reviews. All travel marketers need to do is "connect the dots."

6 months ago

Why ‘Live Like a Local’ Marketing Is a Slap in the Face of Most Travelers

Why ‘Live Like a Local’ Marketing Is a Slap in the Face of Most Travelers

Matt Stiker, Skift

Marketing the benefits of "living like a local" avoids the reality that most visitors live like a tourist — and that's not a bad thing.

6 months ago

IPO-Bound Trivago Is Growing Fast Because of Its Massive Marketing Spend

IPO-Bound Trivago Is Growing Fast Because of Its Massive Marketing Spend

Dennis Schaal, Skift

If Expedia is successful in turning its Trivago hotel-metasearch unit into a public company in 2016, it would be the second time Expedia has monetized an asset in such a way in five years. Expedia shareholders made a ton of money when Expedia spun out TripAdvisor in 2011.

6 months ago

The Airport Beacon Revolution – Digital Marketing News This Week

The Airport Beacon Revolution – Digital Marketing News This Week

Jeremy Kressman, Skift

Proximity-based "beacon" technology is a transformative technology relatively few people know about. It's already revolutionizing the retail sector, and now airports are seeing the benefits too.

6 months ago