Articles tagged “brand marketing”

News Blog

Airbnb Has Begun to Partly Break Out Its Spending on Brand Marketing

Airbnb executives have talked a lot about how they have reduced their spending on performance marketing (think: buying ads in Google search results) to focus on brand marketing (think: subway posters advertising the company's new "OMG" category of properties). So how much do they spend on brand and how much on performance? The short answer…

Tourism

Puerto Rico Empowers Locals for First Post-Pandemic Tourism Campaign

Humanizing local communities in popular global tourism destinations is still frighteningly not happening as it should, but Puerto Rico's new campaign shares local stories told about, and by, real individuals to portray a genuine picture of who they are.

Puerto Rico Empowers Locals for First Post-Pandemic Tourism Campaign

Hotels

FILA, Toy Story, and Hello Kitty Latest to Jump on Hotel Branding Trend

To lose connection with your customer is to lose meaning in your message. After a time of social-distancing, brands are coming up with ways that bring them closer to their consumers than ever before.

FILA, Toy Story, and Hello Kitty Latest to Jump on Hotel Branding Trend

Airlines

Top Global Airline Brands Lose More Than $35 Billion in Brand Value: Report

The uncertainties of the pandemic have sucker-punched the airline industry in more ways than one. Gaining the public's trust through reliability, transparency, and inclusiveness will go a long way towards improving an airline's reputation and brand value.

Top Global Airline Brands Lose More Than $35 Billion in Brand Value: Report

Online Travel

Unleashing the Power of Advertising for Travel’s Recovery: New Skift Research

Travel companies slashed marketing budgets last year as travel in the majority of the world faced an unknown future. Now that the recovery has begun, they need to double down on marketing investment to drive recovery and growth.

Unleashing the Power of Advertising for Travel’s Recovery: New Skift Research

Hotels

Airbnb Spent $9 Million on U.S. TV Ads in First Week of New Campaign, Outpacing Online Rivals

Airbnb is going with huge brand marketing campaigns in 2021 to take hosting mainstream. But when travel recovers and rivals turn on their performance marketing on Google, will Airbnb de-prioritizing search engine marketing come back to haunt it?

Airbnb Spent $9 Million on U.S. TV Ads in First Week of New Campaign, Outpacing Online Rivals

Online Travel

How Apple’s New Privacy Effort Will Impact Travel Marketing

Privacy efforts will keep chipping away at old school digital advertising practices. Travel marketers need to persuade more consumers to consent to share their data directly. They should consider new ideas, like creating media networks and data co-ops, to help.

How Apple’s New Privacy Effort Will Impact Travel Marketing

Online Travel

Booking Holdings Admits to Having Critical Failures Even Before the Pandemic

Booking Holdings hired a new marketing chief in 2019 because it knew that its brand marketing in the U.S. was falling short, particularly against household name Expedia. Booking is pivoting to address shortcomings, realizing finally you can't keep kicking the can down the road with basically the same strategy.

Booking Holdings Admits to Having Critical Failures Even Before the Pandemic

Online Travel

Momondo’s Viral Video Is a Piece of Kayak’s Brand Marketing Strategy

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.

Momondo’s Viral Video Is a Piece of Kayak’s Brand Marketing Strategy

Hotels

Choice Hotels Rebrand Campaign Aims to Win Back Business Travelers

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.

Choice Hotels Rebrand Campaign Aims to Win Back Business Travelers