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.
Facebook is planning to woo the travel industry with a series of events, research and ad targeting refinements in the coming months as it looks to turn one of its fastest growing advertising verticals to one of its biggest in 2014.In recent months the social network’s EMEA division has gradually been reorganising its sales teams to work with advertisers on a vertical, rather the country-based level. It has been recruiting for travel sales representatives in particular as it is looking to bring spend from the sector more in line with its biggest spending sectors, such as FMCG and financial.
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)
Qatar Airways soars above competition with social media award | TheMoodieReport.com
Qatar Airways took home first prize for the Best Emerging Airline/Airport on Social Media at the fourth Annual SimpliFlying Awards, which were held in Amsterdam recently in conjunction with the EyeforTravel Online Marketing, Mobile & Social Media in Travel Europe 2013 conference.
The recipient of the award was decided by a public vote and a panel of judges from the travel marketing industry including Airlinetrends.com CEO Raymond Kollau, MMGY Global Vice President of Content and Social Strategy Robert Patterson and Yelp.com Business Manager Rosie Akenhead. The awards, which were launched in 2010, were developed to recognise the best social media practices by airlines and airports.
- Qatar Airways Joins Oneworld. (linkybird.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.
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
Tallahassee, FL (PRWEB) September 30, 2013
Introduced by Travel Research Online, Where2TravelNext is the next-generation marketing platform to help today’s travel agents utilize their existing email database and Social Media channels as lead generators. It is designed to tap an agent’s own customers and prospects to increase sales using email marketing and social media. Best of all, the platform automates several elements of marketing so agents do not need to do any additional work, and since the program is funded by travel suppliers, it is provided at no cost to travel agents.
“Where2TravelNext enables travel agents to further enhance their offerings with an entire suite of marketing options with no extra work for them and at no additional cost as it’s subsidized by travel suppliers. The secret to increasing sales is to rev up marketing frequency. Where2TravelNext agents do just that by automating a lot of the work for them! We highly encourage travel agents and group planners to take advantage of this incredible lead generation platform,” said Caroline Hughes, travel agent support for Travel Research Online.
“Plus, Not only does Where2TravelNext provide agents with targeted ways to build interest and market to their clients, but it also gives our travel supplier partners assurance that their specials and deals are reaching more than one million consumer travelers who are directed back to their preferred travel agent for planning and booking expertise. It’s an exciting way to drive leads for travel agents and support travel suppliers at the same time,” continued Hughes.
- Why travel agents aren’t completely pointless – MarketWatch (cmosintravel.com)
Travel-review website TripAdvisor this week launched its first television advertising campaign in its 13-year history.
TripAdvisor unveiled two 30-second advertisements, both of which remind viewers of the site’s green-bubbled one-to-five user-review scale.
One ad, titled “The Vacationer,” wordlessly follows a hotel guest walking to her hotel room and opening the room’s curtains to reveal an ocean view, causing her “green bubble” ranking to increase to five from three bubbles.
The other ad, titled “Room Service” shows a hotel reviewer’s ranking increase to five from four bubbles after a hotel employee brings him a tube of toothpaste. TripAdvisor says additional ads are being planned.
Founded in 2000, TripAdvisor has more than 100 million reviews of about 3 million hotels, restaurants and other attractions.
“There are 260 million unique visitors to TripAdvisor every month, which is amazing, but that also means there are still over 2 billion Internet users we want to reach,” said TripAdvisor chief marketing officer Barbara Messing.
TripAdvisor’s second-quarter net income surged 26% from a year earlier, to $67 million, on growth across all its operations. While its primary click-advertising operations boosted revenue 21%, subscription and transaction revenue jumped 68% from a year earlier. Overall revenue increased 25% to $246.9 million.
CHICAGO–(BUSINESS WIRE)–Groupon today announced the acquisition of last-minute travel app Blink, a leading European destination for great deals on highly curated, same-day hotel bookings, bolstering its rapidly growing Groupon Getaways travel business. TheMadrid-based Blink works with more than 2,000 hotel partners in eight European countries. Terms of the deal were not disclosed.
“We are very excited to welcome the Blink team to the Groupon family,” said Aaron Cooper, senior vice president of Groupon Getaways. “The combination of a fantastic mobile app, same-day inventory management for properties and a team that is obsessed with mobile and last-minute travel will help us further expand our travel business as the go-to destination for great deals on great places to stay.”
The addition of same-day bookings gives Groupon Getaways another way to serve customers’ travel needs, whether it’s deals on hotels across the globe, all-inclusive travel packages or full-service tours in popular destinations. Blink’s easy-to-use mobile app caters to on-the-go travelers looking for unique hotels in travel hotspots across Europe and complements Groupon’s existing European travel offerings.