Interested in learning more about travel marketing and where it’s going — as well as lessons that apply to a host of other industries? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World” here.
And you might also enjoy some of our past coverage of these changes, including:
The drive market (i.e., folks traveling by car with no reservations booked) has long represented the holy grail for travel marketers, an almost mythical creation, promising fabulous rewards if only someone could figure out how to reach it.
Not that no one’s tried. Obviously, outdoor media has dominated the push for drive market travelers. But the returns from print and outdoor have proved mixed and attribution almost impossible (and, yes, there is some correlation there).
But, there’s hope on the horizon. Search is changing in a big way. And with those changes comes the opportunity to reach drive market travelers — as well as loads of other folks, too.
You can also register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals. And, if that’s not enough, you might also enjoy some of our past coverage of the social, local, mobile web, including:
Just put in where you’re looking to go (the feature “auto-magically” determines your starting airport) and how long you’re willing to travel and the feature will show you the best flight options (best defined as cheapest) available to you.
At present, it looks like all the inventory is coming from the individual airlines, which they must love. Of course, the OTA’s probably won’t be happy. But it’s a fascinating move from Big G and one worth watching as we move forward.
Clearly, Google thinks this is an underserved way consumers want to search. I think they’re right—I’d have killed for this a couple of weeks ago while trying to plan an inexpensive getaway for my family. Google’s now free of the (immediate) threat of government involvement in their day-to-day product direction, which means this likely isn’t the last enhancement of this kind we can expect to see. While this one looks good for suppliers and competition for intermediaries, that won’t necessarily remain true for any future enhancements. I’d stay tuned on this front if I were you.
“A massive 60% of Travel industry marketing gurus still rank search as the number 1 way to drive traffic.
Globally, organic search is the most influential marketing channel for online travel marketing followed by paid search, then good old email marketing, social media, meta search and lastly mobile marketing.”
So, while social is on the rise (and is becoming increasingly important for organic search rankings), search still is on top of the world.