Wholesalers

Three digital marketing trends for travel brands in 2017

John McNulty, Global Marketing at Marin Software

In this guest editorial piece, Marin Software Vice President of Global Marketing John McNulty outlines digital marketing trends for travel brands looking to cut through the competitive noise.

Summer is an important season for the travel industry. With school out and warm weather in, it’s one of the most lucrative times of the year.

Holiday goers now discover vacation locations through social media, looking to secure their dream destination in a matter of clicks.

Having studied thousands of businesses in the travel sector, Marin Software’s The State of Travel Search Advertising: Trends, Formats, and Paths to Success, revealed interesting insights.

While digital ad spend and impressions reached their highest point over the summer, clicks actually reached their highest point during autumn by nearly 20 per cent, right after the traditionally busy travel season. While consumers searched almost 20 per cent more more during summer than winter, for terms directly related to travel, lodging, and auto rentals, increased clicks occurred in the autumn period.

These findings provide the travel industry with a number of explanations and potential consumer personas worth investigating for the sector.

Early-bird travelers, fresh from their summer holiday, may have been already planning for trips next year. Post-summer sales, beginning in autumn, may drive consumers to click travel ads to find low-priced deals and plan ahead for their next trip. Budget-conscious consumers may specifically have been looking for an off-season adventure, having waited out the expensive, popular, and crowded summer season.

So how might the tourism and travel sector prepare for this in the coming summer months? With so many advertisers focusing on the summer to gain the attention of potential and interested travelers, autumn remains an untapped opportunity for search and display marketing.

Further data indicates, along with an autumn focus, advertisers would be wise to consider creatives that mirror the Instagram and Facebook experience.

In Marin’s recent study, the overwhelming majority of travel search ads in Marin’s recent study were text ads. Even with the advent of product ads and other formats, text remains the ad format of choice for travel companies, with product ads accounting for less than 1% of all travel search ads. This is significantly less diversified than the overall search industry, leaving an opening for visually rich creatives that mirror Instagram and Facebook.

Over the past two years, travel advertisers have also steadily shifted spend away from desktop and tablet towards smartphone. While smartphone made up under 10 per cent of search spend in early 2014, by the end of 2015, that number grew to almost 30 per cent of all search budgets.

Our research indicates this trend is bound to evolve in 2017 with the adoption of smartphone technology, as advertisers become more familiar with the click behaviors of their target travel audiences.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Road & Rail

Hanoi shuts down Instagram famous “train street”

Tourists are going to have to find somewhere else to take pensive photos of themselves walking along rail tracks following this announcement.

Share

CommentComments

Tourism

Tourist discovers missing passport in Ibiza club photos

A British tourist who was left stranded in Ibiza after losing her passport was shocked to find it pop up in photos from a big night out.

Share

CommentComments

Hotels

Hotel Wrap: IHG partners with OzHarvest, M. Group launches fourth Bali residence + MORE!

Another week, and a few more outstanding properties open around the world. Get acquainted with them all right here (minus the bathrobes and slippers, of course).

Share

CommentComments

Cruise

Elderly traveller’s body found at sea after falling from cruise ship

The body of a female traveller who went overboard on her cruise has been found after a major search and rescue operation.

Share

CommentComments

Road & Rail

Road & Rail Wrap: Avis’ charity auction, Busabout’s Asia deal, TrekAmerica’s new tours + MORE

This week’s Road & Rail Wrap is much like The Ghan or the Trans-Siberian Highway… in that it’s long.

Share

CommentComments

Tourism

STUDY: Nearly one-third of Aussies are getting inked while abroad

Truth be told, Travel Weekly’s editor once wanted to get the word ‘bula’ tattooed on his derrière while holidaying in Fiji, but chickened out once he saw the size of the needle.

Share

CommentComments

Travel Agents

Nearly 2,000 Thomas Cook jobs saved, as company directors grilled by MPs

by Christian Fleetwood

Lock yourselves in, because this is one heck of a roller-coaster read on the Thomas Cook saga.

Share

CommentComments

Technology

Klook celebrates Aussie success, outlines global expansion plans

Travel tech player Klook has marked its fifth anniversary and local success with a few drinks and a PowerPoint preso. However, it stopped short of hiring a magician and fire twirlers.

Share

CommentComments

Wholesalers

“It’s something to be aware of, but not ashamed of”: Trafalgar’s Gavin Tollman on flight shaming

by Huntley Mitchell

The very suave Gavin Tollman recently graced Travel Weekly with his presence, and also offered some interesting thoughts on sustainable travel. He even taught us how to tie a full Windsor knot.

Share

CommentComments

Aviation

Qantas passengers smell smoke on Perth flight

Did you have a sneaky smoke on your last flight with our national carrier? Find out if you’ve been rumbled here.

Share

CommentComments

Destinations

12-year-old tourist falls during Uluru climb

Just in case the lack of toilets and disrespect towards traditional owners wasn’t enough of a deterrent, here’s yet ANOTHER reason not to climb the sacred site.

Share

CommentComments

Aviation

Airline introduces new product to make flying easier for tall people

Tired of having to learn advanced yoga poses to squeeze yourself into an economy seat? This news will be music to your ears.

Share

CommentComments