Articles tagged “marketing”

Traveler Behavior Is Still the Biggest Impediment to TripAdvisor’s Tours and Activities Business

Traveler Behavior Is Still the Biggest Impediment to TripAdvisor’s Tours and Activities Business

Dennis Schaal, Skift

Should there be TripAdvisor booths at big tourist attractions in Paris, New York, Las Vegas and Rome? It might not be a bad idea to explore to attract the business of travelers who like to book attractions offline. Would it scale? Expedia does it, but the numbers crunchers would have to figure it all out.

2 weeks 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.

1 month 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.

1 month ago

Luxury Hotels Aim to Get Smarter About Which Ads Work Best

Luxury Hotels Aim to Get Smarter About Which Ads Work Best

Sean O'Neill, Skift

Sometimes it's the small financing deals that reveal cutting-edge trends in investment and technological opportunity. Curacity must hope that's true of this funding, given that its progress to date has been a slow burn in a promising sector.

1 month 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.

2 months ago

SeaWorld CMO Is Latest to Go in Executive Purge

SeaWorld CMO Is Latest to Go in Executive Purge

Hannah Sampson, Skift

SeaWorld has said its new marketing campaign is an important step as the operator tries to bring in more visitors and leave its troubles behind. Now that the chief marketer is gone, will the emphasis change?

2 months ago

Events Need to Figure Out a Strategy for Evaluating Marketing Tools

Events Need to Figure Out a Strategy for Evaluating Marketing Tools

Andrew Sheivachman, Skift

With event technology exploding in scope and complexity in recent years, it's no wonder that organizations aren't sure which sales and marketing tools have the most positive impact. It's the right time to start figuring it out, though.

2 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.

3 months ago

Los Angeles Takes Its New Tourism Campaign to Hulu

Los Angeles Takes Its New Tourism Campaign to Hulu

Dan Peltier, Skift

The Los Angeles tourism board is one of the few in the U.S. that could launch a campaign like this and have it ring true to travelers from around the world. Its original "Everyone Is Welcome" message likely had an impact on how other destinations addressed the drop-off in international visitors.

3 months ago

Tourism Australia’s Super Bowl Ad Launches Its Largest U.S. Marketing Campaign to Date

Tourism Australia’s Super Bowl Ad Launches Its Largest U.S. Marketing Campaign to Date

Dan Peltier, Skift

A genius marketing move or a waste of money that's more flashy than effective? That's the debate that many destination marketers are likely having as they wonder if Tourism Australia's ad will be a huge win or a major interception.

4 months ago

Priceline Group Revamps TV Strategy With Whopping Spending Hikes

Priceline Group Revamps TV Strategy With Whopping Spending Hikes

Dennis Schaal, Skift

The Priceline Group's new emphasis on TV is unpleasant news for metasearch enterprises such as Trivago, Google, and TripAdvisor. The TV ads are an online travel agency version of a direct-booking campaign.

4 months ago

China Super-App WeChat Is Essential for Travel Brands Breaking Into the Market

China Super-App WeChat Is Essential for Travel Brands Breaking Into the Market

Meghan Carty, Skift

China’s number one super app, WeChat, has helped its parent company, Tencent, become the most valuable social network company in the world. With this upward momentum, the app shows great potential for travel brands looking to enter the China market, as long as they formulate a thoughtful strategy going in.

4 months ago