We examined a recent Phocuswright report on the U.S. digital travel landscape for innovative ideas you should consider when developing your marketing plan for US travellers.
The report suggests that there is no longer online vs. offline travel marketing, there is only travel marketing.
Here are our top 3 takeaways from the report:
1. Use benchmarks. Digital marketing spend ideally should be represented as a share of total budget against the industry-wide average of 61%.
2. Use distinct channel strategies for performance marketing and brand advertising. Typically social media and video are most effective for brand awareness while search, metasearch and OTA promotions were viewed more positively for direct response and accessing new customers.
3. Improve ad recall with pictures and pricing. Recall of online ads is higher when they include visuals and pricing.