The travel business presents a very particular set of challenges when it comes to digital marketing.
The vertical is arguably the most saturated when it comes to the number of advertisers competing for consumers’ attention online. Tour operators such as Thomas Cook and Kuoni compete for eyeballs and sales with hotel and flight providers, such as Marriott and EasyJet, plus comparison and booking engines, such as Skyscanner and Hotels.com.
The rise of online consumer review sites, such as TripAdvisor, has also impacted on the travel industry perhaps more than any other, increasing the length of consumers’ research phase and diversifying the mix of websites visited to conduct pre-purchase research.
Simply put, with cost a primary consideration, travel consumers are shopping around and doing more research than ever before and they they are doing this on multiple devices. For travel companies this means that they need a multi-channel marketing approach, with an always-on component focused on reaching the consumers who are most likely to convert in real-time.
What’s more, marketers now require new approaches to monitoring and measuring the success of online advertising as traditional approaches such as ‘last click’ or ‘last view’ often fail to tell the true story of the consumer’s journey.
In Quantcast’s new white paper, ‘Real-time advertising best practices for travel advertisers’, we discuss the unique challenges facing travel advertisers in more detail and present opportunities for marketers to get ahead of the game with advanced tactics.