Articles tagged “advertising”

New Skift Research Report: The Crisis in Online Travel Agency Advertising

New Skift Research Report: The Crisis in Online Travel Agency Advertising

Seth Borko, Skift Research

Online travel agencies remain essential to the travel industry as consolidators of, and clearinghouses for, advertising dollars throughout the space. We do not see OTAs being removed from this position easily, but challenges are growing by the day.

1 day ago

New Skift Research Points to Amazon Playing a Larger Role in the Travel Industry

New Skift Research Points to Amazon Playing a Larger Role in the Travel Industry

Seth Borko, Skift Research

It’s dangerous to give Amazon breathing room in any industry; better to think through its implications for travel today. Amazon is not simply a threat, it offers lessons and opportunities for travel executives as well.

3 weeks ago

TripAdvisor Q1 Shows Some Positives Although Core Hotel Business Is Still Tough Going

TripAdvisor Q1 Shows Some Positives Although Core Hotel Business Is Still Tough Going

Dennis Schaal, Skift

Beyond all the financial razzmatazz, TripAdvisor's core hotel business is still under pressure while the much smaller experiences and restaurant businesses are growing nicely — although not profitably at this point. If TripAdvisor can hang on while these non-core businesses mature, then its outlook would be much brighter.

1 month ago

William Shatner’s Travel Evolution as Priceline Pitchman

William Shatner’s Travel Evolution as Priceline Pitchman

Dennis Schaal, Skift

Who remembers Star Trek anyway? It's likely that just as many people or more know actor William Shatner through his Priceline advertising gig. Are big-name celebrities better in commercials than owls, gnomes, and belt-less soap opera stars? We're not sure of his return on investment, but at this point he can almost name his own price.

1 month ago

Skift Forum Europe Preview: Booking CMO Adds Apartments to Complex Marketing Mix

Skift Forum Europe Preview: Booking CMO Adds Apartments to Complex Marketing Mix

Dennis Schaal, Skift

Booking.com has a test-and-learn culture, and chief marketing officer Pepijn Rijvers will be doing plenty of that over the next few years as he tries to sort out the complexities of marketing a widely diverse set of accommodation types. Ask anyone, though: It's a great problem to have.

2 months ago

Skift Forum Europe Preview: Google’s Rob Torres on Travel Marketing Relevance

Skift Forum Europe Preview: Google’s Rob Torres on Travel Marketing Relevance

Dennis Schaal, Skift

Is Google on the road toward becoming an online travel agency? Color us skeptical on that one. How will voice-based search change the game? Google's Rob Torres will certainly express his views on these topics at Skift Forum Europe.

2 months ago

ComScore Study Claims TripAdvisor Is Top-Visited Travel Site Before Booking

ComScore Study Claims TripAdvisor Is Top-Visited Travel Site Before Booking

Dennis Schaal , Skift

Mirror mirror on the wall, which is the most-influential travel company of all? TripAdvisor still has a strong grip on travelers from a trip-planning standpoint, and that's its most-appealing asset. But the landscape is fragmented and there are lots of sites, including search engines, for travel advertisers to consider when establishing their favorite clients.

2 months ago

TripAdvisor CEO Bullish on Giving Hotels New Ad Path to Top of Listings

TripAdvisor CEO Bullish on Giving Hotels New Ad Path to Top of Listings

Dennis Schaal , Skift

Hotels — 10,000 of them — have voted with their feet, or advertising budgets, that is, and are trying out TripAdvisor's new sponsored listings program. The bottom line is the success or failure of the program will depend on how it impacts advertisers' bottom lines.

3 months ago

Trivago Wants to Do More Google Advertising Now That a Ban Is Lifted

Trivago Wants to Do More Google Advertising Now That a Ban Is Lifted

Dennis Schaal , Skift

Trivago views Google Hotels as a separate channel from Google AdWords, and it is testing participation now that sites such as its own are no longer banned. Then comes the question of how profitable using Google Hotels would be, and whether Trivago wants to spend a lot of money in a competitive product.

3 months ago

Facebook Takes on Google With Trip-Planning Ads

Facebook Takes on Google With Trip-Planning Ads

Dan Peltier, Skift

Facebook isn't really in the conversation yet when it comes to competing with Google in travel advertising. But Facebook has the ability to reach travelers at various stages of the trip-planning process so it has the potential to be even more disruptive than it has been.

4 months ago

Uber and Lyft Drivers in New York City Get Green Light to Display Ads

Uber and Lyft Drivers in New York City Get Green Light to Display Ads

Larry Neumeister, Associated Press

Many drivers will be eager to earn more commissions from putting ads in their vehicles. Finally there's a level playing field — taxis have had TVs and radios with ads for years.

4 months ago

TripAdvisor Has a TV-Heavy Marketing Strategy That Competitors Are Trying Too

TripAdvisor Has a TV-Heavy Marketing Strategy That Competitors Are Trying Too

Dennis Schaal, Skift

Google execs are not losing any sleep yet, but they are likely aware that some of their largest travel advertisers are starting to favor commercials on TV instead of sponsored search engine links. The big spenders' new strategies will have a rippling impact across other metasearch companies, as well.

4 months ago