Microblogging giant, Twitter has rolled out a new form of targeted advertising, that would allow companies to deliver \”promoted tweets\” to customers who show interest in the brand through web browsing. For instance, if a hotel brand wants to display a promotional ad on Twitter, they would prefer to show it to travel enthusiasts who have already visited their website. To give the special offers to people who are on Twitter, the brand needs to share their browser-related information, or browser cookie ID, with Twitter, via an ads partner. This information will be used to match with the Twitter accounts, so that the users, with whom the travel deal would aptly match with, will be sent a Promoted Tweet. Advertisers will only receive reports as to how many users saw or clicked on their ads, and not users\’ identities.
Attribution is difficult but digital data can help. Ritesh Gupta, EyeforTravel’s Travel Journalist, gets the low-down and the highbrow from a marketing expert at Travelocity. No marketing investment can be committed to unless it can demonstrate a tangible impact on metrics. Digital advertising is no different. However given its potential to be a high performance medium that delivers intelligent and relevant data, works strongly in its favor.
Indeed, actionable data intelligence today is being converted into targeted marketing actions: SEO templates, content initiatives, link building and so on. So when marketing executives see technology that can process huge quantities of structured and unstructured data, while at the same time gleaning actionable insights, then they are in a better to ‘sell’ campaigns that actually deliver to the rest of the business.
- The Muslim travel market: The Kuoni Group has a vision – eTurboNews.com (cmosintravel.com)
- Privacy Analytics Unveils Anonymization Solution for Structured and Unstructured Data for Secondary Use (hispanicbusiness.com)
- How travel marketers can benefit from Big Data analytics [INFOGRAPHIC] (tnooz.com)
- 5 PR and social media trends for 2014 (prdaily.com)
The Travel Marketing Store recognised the efforts of Skift by awarding them the 2013 Travel Marketing Excellence Award for Marketing Science. They are certainly living up to their reputation and are establishing a new global standard. This is the latest from their CEO Rafat Ali.
“We’ve always envisioned Skift as the global intelligence platform for travel, and as we end November as the most visited travel industry site globally — just 15 months after launch — we’re unveiling the next step in our evolution: SkiftIQ, our data brand. SkiftIQ is a competitive intelligence service, built around digital metrics that matter to brands in travel.
Think of it as the dashboard for smart travel marketers.
Version 1.0, launching today, starts with social metrics that keep you ahead of the travel industry. Competitive metrics on Twitter, Facebook, Instagram, and YouTube — cutting through the noise, organizing the social data you need, and delivering actionable insights.
With SkiftIQ, you’ll be able see why American Airlines is so effective on Twitter, Tourism Australia is so successful on Facebook, and National Geographic Traveler dominates on Instagram. These metrics aren’t just illustrative, they’ll also help travel experts make smarter decisions about their own social strategy.”
- The Top 28 Consumer Travel Media Sites Around The World – Skift (cmosintravel.com)
- TripAdvisor Roadmap: How it Wants to Own the Travel Cycle – Skift (cmosintravel.com)
- Priceline Overtakes Expedia in Gross Bookings for the First Time – Skift (cmosintravel.com)
Rafat Ali, Skift
Ed: We’re starting a new monthly feature on top trafficked sites in various sectors in travel, using data from SimilarWeb. We have found SimilarWeb’s traffic stats to be a relatively good barometer of consumer web activity, better than other traffic comparison sites, at least as far as proportional comparison goes.
So far we’ve looked at the top online booking sites, the top airline sites, and the top hotel brand sites around the globe, and today we’re looking at the top travel media/content sites from around the world (in terms of traffic), for October 2013. The focus below is English-language sites, and likely there are bigger Chinese and other language travel content sites. We’ve left out TripAdvisor here because of its reliance on user-generated content, but if it was included it would be on top.
Takeaways: LonelyPlanet is still big in standalone travel media brands, and there are so many ways it could grow if done well under the new ownership. Travel magazines still have along way to go in online. And generalist portals could still play a big role in the travel content world.
|RANK||SITE||ESTIMATED VISITS, OCTOBER 2013||TIME ON SITE (IN MINUTES)||PAGE VIEWS PER VISIT||LEADING COUNTRY||QUANTCAST VERIFIED UVS, IF AVAILABLE|
|1||Travel.yahoo.com||11. M||1:30:00||2.59||United States 61.06%||N/A|
|2||LonelyPlanet.com||8.2 M||2:39:00||2.97||United States 30.77%||N/A|
|3||Timeout.com||5.2 M||2:52:00||3.89||United Kingdom 34.44%||N/A|
|4||About.com Travel||5 M (from Comscore)||NA||NA||NA||NA|
|5||Wikitravel.org||4.4 M||1:59:00||2.28||United States 25.44%||N/A|
|6||WAYN.com||4.2 M||0:06:20||7.59||United States 23.39%||2.5 M|
|7||Fodors.com||2.8 M||1:33:00||2.87||United States 64.71%||3.7 M|
|8||Virtualtourist.com||2.8 M||2:21:00||2.78||United States 26.69%||N/A|
|9||TravelChannel.com||2.2 M||0:02:24||3.16||United States 88.90%||NA|
|10||Travelandleisure.com||2 M||2:51:00||10.05||United States 82.68%||2.1 M|
|11||Travel.nationalgeographic.com||1.5 M||2:12:00||5.11||United States 56.23%||N/A|
|12||CNTraveler.com||1.4 M||2:38:00||10.3||United States 75.24%||N/A|
|13||Travel.CNN.com||1.3 M||1:50:00||2.3||United States 27.73%||N/A|
|14||Frommers.com||1.2 M||2:03:00||3.23||United States 66.14%||1.8 M|
|15||Matadornetwork.com||1.2 M||1:28:00||2.31||United States 55.36%||1.2 M|
|16||SmarterTravel.com||1.1 M||2:09:00||2.7||United States 89.1%||1.2 M|
|17||Travelpod.com||830 K||2:14:00||3.86||United States 29.64%||N/A|
|18||Gadling.com||680 K||0:59:00||2.84||United States 73.68%||N/A|
|19||Gogobot.com||660 K||1:56:00||3.17||United States 61.25%||N/A|
|20||Travel.aol.com||570 K||1:19:00||2.3||United States 87.21%||N/A|
|21||Budgettravel.com||570 K||2:04:00||5.73||United States 83.88%||N/A|
|22||Ricksteves.com||550 K||3:52:00||4.64||United States 69.09%||N/A|
|23||Wikivoyage.org||540 K||2:52:00||3.36||United States 20.80%||N/A|
|24||RoughGuides.com||350 K||3:32:00||8.25||United States 22.53%||N/A|
|25||Bootsnall.com||260 K||1:26:00||2||United States 50.98%||N/A|
|26||Tripwolf.com||250 K||1:46:00||3.17||Germany 21.84%||N/A|
|27||Jaunted.com||240K||1:07:00||2.56||United States 57.58%||N/A|
|28||Afar.com||200K||5:21:00||6.13||United States 66.92%||251.6 K|
Nishma Robb, chief client and marketing office for iProspect, said the industry had not yet got to grips with content marketing, but that huge opportunities lay ahead for those quick to react.
At the Travolution Summit in London, Robb cited examples from the fashion and cosmetics industries where companies, such as Dove and Asos, had used storytelling to target specific audiences. They used a mixture of entertainment, information and education to draw shoppers to their websites and turn them into buyers. Robb said the travel industry’s inactivity in this field caused her great frustration.
“In other sectors I’ve seen conversion rates improve, and it saddens me because I haven’t seen it in the travel industry. Most of our businesses only have the opportunity to speak [to a customer] once a year - that’s why content is so important.”
Priceline Overtakes Expedia in Gross Bookings for the First Time – Skift
The biggest news that shocked online travel yesterday was that Priceline replaced long-time CEO Jeffery Boyd. But when you look beyond that headline, Priceline achieved another major milestone: It surpassed Expedia Inc in gross bookings for the first time.
Gross bookings are the total dollar value of all travel sold, including taxes and fees.
Priceline’s third quarter gross bookings came in at $10.8 billion, a 37.5% leap over the same period a year earlier.
That meant for the first time Expedia was looking up at Priceline from the number two position in gross bookings. Expedia’s gross bookings in the third quarter increased a relatively tepid 15% to $10.4 billion.
- Is Priceline Still Best of Breed? (fool.com)
- Priceline Is Firing on All Cylinders (dailyfinance.com)
- Priceline shock move – Jeff Boyd steps aside as CEO and president, Huston promoted (tnooz.com)
TripAdvisor, which began as a place to read reviews and research a trip, and lately has morphed into hotel bookings through metasearch, has a new frontier: TripAdvisor wants to become an in-destination personal concierge.
This extension of TripAdvisor’s interest into another facet of the travel cycle comes because of the proliferation of mobile devices, and is great news for tours and activities startups, many of which have been struggling with business models or have died off.
Don’t be surprised if TripAdvisor, which often buys a handful of travel startups each year, comes knocking on the door of GetYourGuide, 18-year-old Viator (although it would be relatively expensive), or another tours and activities startup to further TripAdvisor’s in-destination ambitions.
Skift sat down with TripAdvisor CEO Stephen Kaufer earlier this week, and he described TripAdvisor’s vision of the future, which broke down into four areas: global growth, becoming an in-destination personal concierge, vacation rentals, and improving TripAdvisor search.
ClearTrip have targeted to reach a million downloads of their mobile application by the end of the year, Tarique Khatri, Senior Vice- President Business Development at the online and mobile travel site said.
Speaking at The Global Travel Marketing Forum in Dubai last Wednesday, Khatri told Gulf News the company had significant growth in mobile application downloads.
“We’re very bullish on this and have seen half a million downloads already with just the one product,” he said.
ClearTrip launched their mobile application in July 2013 on the iPhone application store and followed with launches on other platforms. Khatri said the ClearTrip application had been downloaded 500,000 thousands since its launch.
- Winning Expo 2020 will boost Dubai’s image in global job market | GulfNews.com (cmosintravel.com)
- Exhibition industry contributes 5% to Dubai economy | GulfNews.com (usexportresources.wordpress.com)
- Cleartrip for iPhone redesigned for iOS 7 (cleartrip.com)
The 2013 Digital IQ Index®: Hotels report assesses the digital performance of 48 U.S. Hotel brands in the Economy, Midscale, Upper Midscale, and Upscale categories across the dimensions of Site, Digital Marketing, Social Media and Mobile
NEW YORK – NYC & Company, New York City’s official marketing, tourism and partnership organization, announces a new partnership with Booking.com -the world’s largest accommodation booking site- to increase tourism and generate additional hotel bookings to the nation’s number one big city tourism destination. Effective today, Booking.com will become the exclusive hotel booking engine powering the City’s official tourism website, nycgo.com, helping NYC & Company bolster incremental hotel bookings during key need periods, exclusively for its hotel member properties. Consumers visiting nycgo.com/hotels can begin making New York City hotel reservations today using the new e-commerce offering, a first-of-its-kind, hotel booking platform promoting a travel destination.”We are pleased to join with Booking.com to provide consumers from around the globe with easy access to the best hotel inventory at every style and price point in the nation’s number one big city tourism destination. Tourism in the City continues to grow with 53 million visitors anticipated by year’s end, and a hotel sector that continues to experience record growth,” said NYC & Company CEO George Fertitta. – See more at: http://www.traveldailynews.com/news/article/56894/nyc-amp-company-announces-new#sthash.dClZpoFg.dpuf