The goal of travel industry marketers has
always been to build efficient direct-to-consumer relationships by
cost-effectively expanding brand reach, enhancing traveler engagement and
maximizing customer lifetime value.
Data privacy regulation (e.g., the impending
demise of third-party cookies) is disrupting digital advertising by impairing
the relevance of important targeting data, which will further elevate the
importance of direct consumer relationships.
brands, particularly hoteliers, compete with online travel agencies (OTAs) that
transact approximately 50%
of online hotel bookings in the United States.
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Accommodation bookings also generate the
lion’s share of OTA profitability. In the highly fragmented tours and
activities space, 52%
of bookings are through intermediary channels with only about
25% of bookings currently processed online.
confluence of these forces creates a catalyst to engage directly with consumers
through social commerce – a rapidly growing sector where travel currently lags.
According to one projection, U.S. social
commerce will more than double from $37
billion in 2021 to $80 billion in 2025, growing its share of total
e-commerce sales to 5.2%.
preview looks at how social marketing has evolved, how consumers interact
with brands and nuanced differences for travel.
full report provides deep analysis of how loyalty and marketing has evolved,
how influencers are compensated, strategies of different travel brands, aligning
attribution with conversion and much more.