selected: Skift 2014–2017
EVOLVING STRATEGIES IN TRAVEL AD TECH AND BOOKINGS
As media buying and delivery technology expands in every industry, travel marketers are competing to identify, reach, and convert consumers in an increasingly complex display-ad environment. Their strategies to do so are evolving, as technology provides newly dynamic and newly granular tools across a spectrum of devices and platforms.
the next phase of online reputation management for travel brands
With travelers increasingly influenced by online reviews, hotels & destinations are expanding their attention to ever more sophisticated strategies surrounding management, response, and analysis of the feedback consumers create. Meanwhile technology firms are additionally providing fresh approaches to online reputation management that foreground data, curation, and the mobile review experience.
understanding the digital habits of business travelers
Business travel is showing post-recession resiliency, and opportunities to reach working travelers abound in the digital ecosystem. For brands, capturing a segment of what’s estimated to be some $71 billion in business-travel revenue, however, means a balancing act between travelers’ wants, corporate travel policies, and the emerging expectations of Millennials in the space.