How important is the latest in technology to a traveler's decision to stay in a hotel? Obviously, good (and ideally free) Wi-Fi is a given - but how much stock do hoteliers put in marketing their tech abilities? Marketers for tech-forward hotels place a priority on promoting it, but with qualifications because while everyone might appreciate and understand a great bed or restaurant, technology is more complex.
We're always looking to define and segment our audience so that we can better understand and target customers. Think YUPPIES (Young Urban Professionals), DINKS (Double Income No Kids), MARPIES (Middle Aged Rural Professionals), YUMMIES (Young Upwardly Mobile Mommies), MOBYs (Mommy Older, Baby Younger) and more.
A review of 2017 predictions reinforces the challenges and opportunities ahead.
It's been another busy year of record-breaking for Airbnb, and the once-plucky start-up has continued to make its ambition clear.
When two people visit Amazon's website, they get two different experiences based on their past histories with the retailer. This "Amazon effect" has changed consumer expectations, and puts pressure on travel suppliers to deliver personalization and relevance at every touchpoint. Imagine the following examples.
Travel marketers big and small now live in a golden age of tools for reaching the right customer with the right message for driving results-whether that be hotel bookings, cruise sales, ticket sales or on-location visits.
The travel industry is constantly being disrupted, which often provides great benefits for travelers and a path to fostering a culture of innovation and new business models. A current trend in hotel and travel disruption is coming from a new breed of unlikely players within the luxury brand space. Over the course of 2015, brands have surprisingly taken the leap into the hospitality industry, from a plan by West Elm to launch a line of boutique hotels, Equinox expanding into hotels earlier this year, and Karl Lagerfeld's decision to launch his own brand of hotels.
Social media influencers provide opportunities and challenges for travel brands looking to leverage these increasingly important and influential voices.
I spend a good deal of time in the car retail market, both working in the industry and, of course, as a regular business traveler. We are all very used to seeing the same names in the same airport spaces, but in terms of change, we rarely see more than gradual digitization and improvement to the customer experience.
According to eMarketer, native advertising is already a $16-billion business and is expected to more than double, to $33.5 billion by 2020. And it makes sense: Native ads, unlike traditional banner ads, consist of high-quality content that integrates with the website they're displayed on by looking and feeling like they are part of the page. They're not intrusive and they're relevant to the other content on the page.