Articles tagged “advertising”

Many hotel groups are directing more of their ad budgets toward price-comparison search sites. That's a boon for vendors providing connectivity and automation services. But it's also a welcome, if still modest, injection for metasearch players like Trivago that have recently been struggling.

Trivago is trying to make peace with its largest advertisers, especially the biggest, Booking Holdings. These peace overtures seem to be working for now, but metasearch and advertising can be very fickle things.

When Booking Holdings acquired Momondo in 2017 to pair with fellow metasearch brand Kayak, officials said one of Momondo's core strengths was its brand marketing bonafides. The World Piece video works because it stirs emotions, and this type of dynamic can go a long way toward creating a relationship between consumers and brands.

Choice Hotels realized years ago that Comfort Inn's look was outdated. The company has to hope that spending billions on renovations and new marketing materials will make the brand successful again.

Some are too scared to say so publicly, but much of the travel industry would welcome a diminution of Google's vast market power. If a U.S. regulatory probe gets going against Big Tech, it is a very open question how far-reaching a remedy might be in the offing.

If — or when — a backlash comes, it would upend the business models of a wide swath of travel industry companies. It would also put many businesses specializing in surveillance of consumers at risk.

Google is eating the world. When metasearch sites such as Trivago see a strategic benefit in increasing their advertising in Google metasearch, it's not only enough to make your head spin, but it's ominous from a competitive standpoint, as well.

Postmates has always done well in densely-populated, urban markets — just look at its logo. This new campaign, focused on delivery as a way of life in cities, is a smart way to capture diners' attention immediately.

Over the last couple of years, rumors have been flying around that the European Union wanted to take a closer look at Google's travel tools. For now at least, that doesn't seem to be the case.

As travel brands demand greater transparency into marketing performance data, they are rethinking their agency relationships and moving marketing operations in-house to gain more control over the creative process.