Travel Marketers Increasing Mobile Spend, App Development in 2012

Already an early presence in the mobile space, marketers in the travel segment plan to increase their efforts in 2012, according to the annual Frommer Unlimited Digital Content Trends survey. More than half (54%) of travel companies will be increasing their mobile spend, with 20% keeping it the same.

Mobile is still only the third-most-popular area for travel content marketing investment expansions, however. Both social media marketing (65%) and brand content (55%) are even more likely to see increased investment.

Apps appear to be a favorite among travel companies.

In fact, the iPhone continues to get the most love from the 350 travel organizations included in the research, performed in late September. Seventy-nine percent of travel marketers are planning to develop iPhone apps in 2012. Almost half of these companies already have an iPhone app in the field, and another 30% will support the platform.

Similarly, 39% have an iPad app and another 36% plan to support one in the coming year. When it comes to the increasingly important mobile Web, the Frommer survey finds that 42% of travel organizations currently support a presence, but 32% plan to.

Beyond the iOS and mobile Web platforms, support recedes. Only 35% of travel marketers currently support Android smartphones specifically, and 33% have it planned. The flagging enthusiasm for Research in Motion’s BlackBerry is apparent. No longer the default businessperson’s platform, BlackBerry is only supported by 27% of travel company marketers, and only 20% have plans for it.

Travel marketers head into 2012 with very practical and bottom-line intentions. Eighty-three percent of marketers in the vertical say they are increasing overall digital spend, but the chief priority in their content development for almost a third (32%) is driving conversions and attracting search traffic (27%). While there is a great emphasis on branded apps in the coming year, building brand is cited as a top priority for their content by only 16%.

The Frommer survey was done in partnership with Tnooz and included airlines, agents, tour operators, hotels, tourist boards, car rental, rail, travel insurance, publishing and cruise companies.

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