Travel e-commerce marketing trends 2018
Our recommendations on the latest online marketing techniques for the travel sector
Our specialist marketing trends resource for the travel sector will help keep up to date in the industry and help you benchmark your digital marketing approach against others. The online guide is full of examples, case studies and metrics to help you drive your travel marketing forward.
The travel sector is forever adapting and with our travel trends guide you’ll discover case studies, examples and techniques that can help you keep up.
This report explores the latest digital marketing trends within the travel sector. We review how marketing techniques and experiences created by online travel agents and accommodation booking sites are changing. We will also look at trends of use by channels including PR, SEO and social media marketing.
The aim of the guide is for it to be practical and actionable with key insights, takeaways and actions listed throughout, as well as case studies and examples. The guide also provides actionable advice based on the Smart Insights RACE model at the end.
Who is the guide for?
The aim of the briefing is to help marketing professionals working in the travel sector to identify how new marketing approaches should support future strategies and improve the profitability of future campaigns. The guide is perfect for marketers within the travel, hospitality and tourism sectors. It’s also aimed not just at marketing managers within the sector, but at hotel managers, small travel business owners (such as travel agents, tour companies etc.) and may also be applicable to restaurants and food businesses.
The report covers the online travel sector by reviewing two key sectors. The first comprises travel e-commerce sites selling travel products directly, or as online travel agents (OTAs) including marketing flights, hotels, holiday rentals, package holidays and rental cars. The second focuses on comparison and review sites such as Booking.com, Kayak or TripAdvisor which help travellers select and rate online experiences of hotels, restaurants and other hospitality purchases.
Both OTAs and comparison review sites are affected by big changes in the travel industry, including channels and platforms used to research and book holidays, the use of a customer-centric mindset when selling travel products, the impact of emerging technology and innovation, and disruptions to the economy. It is important to know how each factor changes the potential of travel marketing and what must be done to overcome obstacles to streamline a customer experience that consistently converts.
Key disruptors and trends that will affect the travel industry
The key trends covered are:
- Affiliates, travel bloggers and influencers
- Going social
- Big Data
- Upselling and cross-selling to create a dynamic package
- Visual technology (AR and VR)
- Positive Branding
About the author
Carolanne Mangles is the digital marketing executive and editor at Smart Insights and oversees all blog content. She is involved in SEO strategy planning and improving pages for higher organic reach. When she’s not in the office, you’ll find her hiking in the countryside, eating cake or petting the nearest animal. Connect with her on LinkedIn or follow me on Twitter