Online paid search and display ad marketing spend down in travel

A major analysis of the leading websites in the US has painted an interesting picture of some significant changes taking place in online travel.

Web audience metrics provider SimilarWeb examined five categories in the industry – airlines, cruise, accommodation, intermediaries and review/recommendations – to try and understand what is happening around areas such as digital marketing, traffic flows and device usage.

Before the individual sector results, here are some of the overarching findings from the study:

  • Mobile market share has grown year-on-year overall, although some sectors have seen a slight fall.
  • Decrease in spend on paid search, as well as display ads.
  • General fall in social media traffic to travel websites.

SW accomm 8

For each of the sectors under examination, SimilarWeb looked at the top 25 brands in each from an overall traffic perspective.

Accommodation

The top 25 websites account for just over half (54%) of all traffic in the sector, although their combined traffic has decreased by 18% between March 2015 and March 2016.

SW accomm 1

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Airlines

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Intermediaries

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Cruise

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Review/recommendation sites

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Source: Online paid search and display ad marketing spend down in travel

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Up-close with Expedia’s fast-growing ad agency – Tnooz

Little has been written about Expedia Media Solutions, the small but fast-growing advertising agency arm of the online travel giant Expedia. In 2015, the division is estimated to have generated about $200 million in revenue. That’s pocket change for the Bellevue, Wash.,-based parent company, which earned nearly $2 billion in the third quarter of last year alone.

Yet Expedia Media Solutions — or MeSo, as it’s known internally — is notable for its solid growth. The division had a 23% annualized growth rate on a nine-month, trailing period, as of the third-quarter, according to a Tnooz analysis of the parent company’s filings, which was corroborated by Kevin Kopelman, director of research at investment firm Cowen and Company. (Expedia declined to break out official numbers for this story.)

Fractured market

Expedia Media Solutions helps clients — primarily travel ones, such as hotels, airlines, and tourism boards — by creating and running ad campaigns aimed at boosting bookings, visitor numbers, and awareness. In a rare competitive advantage, it knows how much value a client earns from an ad because the bulk of its ads link-in to Expedia-owned brands, where it can measure changes in demand and user behaviour before, during, and after a campaign.

A hotel chain, for instance, could see if a sponsored listing in search results generated meaningful returns in room-night growth or if a brand campaign coincided with a lift in intention-to-buy among consumers. Expedia Media Solutions is notable for its attempt to bring enterprise-scale solutions and thinking to travel marketing — a sector that might be broadly described as being small-bore, fractured, and still heavily analogue. Director of product management Wendy Olson Killion noted in an interview:“

For hotel franchises, for example, there are different budgets: there are national budgets, local budgets, regional budgets. You’ll see regional travel groups, maybe a certain set of hotels, or brands of hotels in a location.”

Similarly, the destination marketing organization (DMO) side is practically a cottage industry of boutique advertising agencies, small publishers (such as travel magazines), and tourism officials. In short, travel marketing at the ad-unit level is not an obvious hunting grounds for an enterprise-scale company like Expedia.

Expedia Media Solutions has had to fight an island-by-island campaign to gain market share. It has made gains recently by adding several high-profile clients, such as Tourism Australia last June. It has done work for the destination marketing organizations of Britain, Denmark, Dubai, and the Netherlands.

Despite the big clients, Expedia Media Solutions said it is “well equipped to help the individual small supplier.” Matthew Reichek, senior director of product and analytics, cited this hypothetical example:

“If I own a B&B in Worcester, Mass., let’s say, and you represent a big chain across town, you and I can compete on a level footing using our TravelAds product…. “I can have a thousand dollars to spend, you can have a hundred thousand dollars to spend, yet if I bid more than you for certain targeting parameters, I’m going to get the positioning I want for those targeted customers until I hit my budget and you won’t, provided all the other things are equal.”

Simplicity is another factor that the division touts. A client can also come speak to one sales person to target a broad spectrum of types of travelers worldwide.

Sharper targeting

Just because it works at an enterprise scale doesn’t mean that Expedia’s ad agency arm takes a one-size-fits-all approach, said division head and global senior vice-president Noah Tratt:

“We are pretty good about identifying the nuances in people’s goals and building campaigns that are customized. We use our research and analytics to inform your creative; how much content you need to invest in; the pitch, your approach. We can target based on a lot of activity that people do on Expedia and then we can layer on other kinds of targeting variables as well.”

“For example, clients can request ads be displayed to specific demographics in specific geographic locations who are using particular types of devices and exhibiting particular types of search behaviour.”

“If I’m marketing, say, Holland to a Brazilian or to an American or someone from the People’s Republic of China, we know from booking behaviour that visitors from those destinations are going to come for a lot longer, on average, than ones from, say, the United Kingdom and Germany.”

“We would tailor our campaign for a destination according to our research from booking data on each target nationality’s typical behaviour and interests.”

Shaking up destination marketing

Expedia Media Solutions thinks it has a few competitive advantages over its boutique ad agency rivals. It said that it excels at enabling a DMO to target customers across Expedia-branded sites that match its preferred customer profile. Other shift-share reporting services can tell any given tourism board what its competitive set looks like. But Expedia’s reports may be more comprehensive than its competitors’ are when analysing at the ad-unit-level behaviours like click-through rates and impressions.

An official in, say, Macau, could choose to specifically display ads to, say, Canadians in a city whose travel buyers have recently shown a disproportionate interest in searching and buying flights to Macau and its competitors.

Reichek added:

“Targeting may sound kind of antiseptic, but if you talk about intention-based advertising, that’s what we’re doing, because, when users come to our site, they conduct certain activities that are expressing intention, where they want to go and what they’re interested doing, and you can divine a lot of meaning from that.”

Source: Up-close with Expedia’s fast-growing ad agency – Tnooz

TravelClick Partners with Sojern to Expand Digital Media Network

Data-driven solution and access to premium inventory channels will drive bookings and ROI for hoteliers globally

TravelClick, a global provider of innovative cloud-based solutions that enable hotels to grow revenue, today announced that it has partnered with Sojern, one of the world’s leading performance marketing engines for travel brands. The partnership will enable TravelClick’s digital media customers to drive more bookings by leveraging Sojern’s data-driven marketing optimization engine and its access to premium inventory.

TravelClick works with thousands of hotels around the world, ranging from large chains to smaller independent properties, to manage and improve their digital advertising campaigns. TravelClick’s global media team, comprised of both media and hospitality industry experts, leverages proprietary data to determine the best media optimization strategy to achieve high returns on media investment for its clients.

Sojern joins TravelClick’s extensive network of partners enabling hoteliers to target the right audiences at the right time. “Our partnership with Sojern is another example of TravelClick’s commitment to providing our Media Solutions customers with access to a world class travel intent network,” said Scott Falconer, EVP/GM of Media Solutions for TravelClick.

“Sojern enhances TravelClick’s robust travel-focused network by leveraging their unique data partnerships to target travellers while they are making purchasing decisions online. We are confident that our hotel clients around the globe will benefit from access to this new inventory through this highly valuable partnership.”

“We are excited to be partnering with TravelClick to help hoteliers drive direct online bookings, increasing customer control and loyalty,” said Kurt Weinsheimer, Sojern’s SVP of Property Solutions. “Our real-time targeting platform filters through over 350 million traveller profiles and billions of travel intent signals to identify and attract travellers most likely to stay at our clients’ hotels. Combining our data-driven performance with TravelClick’s customer base of hotels worldwide will ensure that hoteliers get the most out of their digital advertising budgets.”

Source: TravelClick Partners with Sojern to Expand Digital Media Network

Marketing Takes on the Digital World | By Alan E. Young

Digital marketing is a term that is used frequently, but has the time come to stop considering it an entity that is separate from overall marketing strategies?The reality is that all marketing today contains a massive digital component. Today’s strategies must be conceptualized with the digital nature of the modern consumer in mind, as opposed to being an add-on to another marketing plan. People of all ages are increasingly running their lives with digital devices, and there is a growing expectation for the experience to be customized to their personal interests and needs.

mobile marketingAt the same time, there are many organizations that continue to separate digital from other marketing avenues, with segregated teams that do not work together cohesively. While this made sense in the early days of digital, it simply isn’t the most effective approach anymore.

To achieve marketing maturity in an ever-evolving landscape, companies must build an adaptable business structure that allows their team to be unified in working toward a single goal. The need to create high quality messaging is key, and marketers must continue to develop engaging and insightful content regardless of the medium.Although traditional channels still exist, it’s important to create digital cultures rather than marketing silos in order to fully integrate skills throughout organizations as we move into the future. The array of marketing activities need to be interwoven to develop robust campaigns that achieve success across the board, allowing for traditional to influence digital, and vice versa.What can we expect to see in the coming year?

Content marketing has grown exponentially over the past couple of years, and it shows no sign of slowing down in the coming period. While it can be easy to get caught up in the complexities of SEO elements, it’s essential to remember that the key is delivering fresh and relevant content that resonates with your target audience.

A new marketing focus is shifting away from simply creating more content to providing the right content. Consumers now expect personalized and hyper-relevant information that is delivered to them instantly wherever they are engaging, whether that is on social, email or any other channel. The pressure to consistently provide a seamless and enticing experience will increase and marketers must meet this demand to achieve success.

Ad-blocking is also on the rise, which will have a big effect on the future of marketing. The model of delivering free content that is funded by display advertising, such as banners and pop-ups, is therefore becoming less effective. Taking advantage of cleaner platforms that showcase truly relevant content as part of a cohesive communications strategy will help marketers to avoid losing ground from the growing usage of ad-blocking software.

The Gold Mine of DataPredictive analytics is becoming increasingly useful to assist with the efficient allocation of marketing budgets. By utilizing the latest tools and techniques to make sense of the massive amount of data that is being generated with each impression and click, there is a tremendous opportunity to make the most out of every marketing dollar that is spent.

Most organizations are spending marketing dollars across many different channels. The ability to attribute value to each touchpoint in the path to purchase will allow marketers to accurately predict the budget allocation that will perform best. Additionally, predicting the probability of an audience to become a customer allows the focus to be on high value prospects.

Modern consumers expect a high level of personalization. By combining digital experiences with customer data, it becomes possible to predict the groups of users that are more or less likely to respond to different types of messages, offers and imagery. Today’s personalization tools allow marketers to deliver customized content that matches a consumer’s interests and expectations with a much higher degree of accuracy than has been possible in the past.B

eacon is the New MobileConsidering the growing prevalence of mobile shopping, beacon technology usage is expected to increase exponentially in the coming year. Location-based marketing offers attention-grabbing ways to engage with consumers by providing them with discounts and other information on their smartphone when they are in close proximity to a store.A 2015 study by Air Mile operator LoyaltyOne, in partnership with the Canadian Marketing Association, indicates that 62% of Canadian consumers who were surveyed are using their smartphones to assist them while shopping, with this number increasing to 80% among millennials. Impressively, 45% of the respondents said that they have used a device in-store that has led them to make an immediate purchase. When asked what they find appealing about connecting with retailers through in-store beacons, 62% of respondents said that they like the idea of receiving rewards that are relevant to their location, while 56% appreciate receiving alerts that are related to their whereabouts.

Certainly, the meteoric rise of mobile marketing has prompted a growing number of smartphone users to opt-in to location-based deals. Although this requires consumers to expose their personal data and proximity to retailers, many believe that the incentive of exclusive, time-sensitive specials or rewards are worth the sacrifice of an element of privacy. At the same time, it’s important to find the most effective quantity of location-based services to send, as 23% of the survey respondents indicated that they have uninstalled or opted out of push notifications from a retailer’s app due to the frequency of messaging.

We are now living in an era where digital marketing can no longer be considered a stand-alone entity. The organizations that are most effective have removed marketing silos to create unified messaging concepts across all types of media and campaigns. In the coming year, the hyper-personalization of highly engaging and relevant content will be the primary key to ensure successful marketing initiatives in the digital world.

Source: Marketing Takes on the Digital World | By Alan E. Young

Let’s get personal: Smart technology redefines tailor-made travel – eTurboNews.com

Smart technology is transforming the tourism industry with personalized services that suggest richer and more enjoyable experiences suited to a traveler’s individual preferences, reveals the WTM Global Trends Report 2015, in association with Euromonitor International released at World Travel Market London.

Using mobile technology and big data analytics, companies are now able to suggest interesting activities for travelers at their location, reveals the report, which is celebrating its 10th anniversary at WTM London 2015.wtm png

For example, the TripAdvisor Apple Watch app can send a push notification at lunchtime with information about the highest-rated restaurant nearby. The next step will be tailoring the service to travelers’ personal tastes.  Google Now is aiming to proactively bring consumers information before they ask, based on their past behavior, with geo-localization keeping suggestions locally relevant. The key lies in providing “context-aware information in the moment that matters”, according to Google UK Sales Director, Bernd Fauser.

OTAs such as Booking.com and Expedia, are currently working on customers’ preferences to increase booking conversions, and they will move to personalized mobile services next.  World Travel Market, Senior Director, Simon Press said: “The opportunities that smart technology offers travel companies are endless and we have only scratched the surface.  It won’t be long before personalized suggestions – created from cross-checking consumers’ preferences and current location with online inventories of local travel services and activities – will become the norm.“

Euromonitor International, Head of Travel, Caroline Bremner said: “Companies now have the possibility to collect a wealth of information about consumers that was previously unavailable to them – usually referred to as big data – and this is leading to offers of more personalized experiences.“A gradual shift to one-to-one marketing in travel will be evident, with each consumer treated in a different way in terms of the overall marketing mix including pricing.”

Mobile travel sales reached US$96 billion in 2014, accounting for 12.5% of global on-line travel sales, according to Euromonitor International. They are forecast to record a strong compound annual growth of 22% over the period 2014-2019.

Download the report

Source: Let’s get personal: Smart technology redefines tailor-made travel – eTurboNews.com

New Dublin brand looks beyond city centre for ‘must-visit’ appeal – Independent.ie

Dublin is being re-branded as more than just a “party town” in an effort to secure its long-term future as a tourism destination.

The new brand and logo – ‘Dublin – A breath of Fresh Air’ – were unveiled as key elements in a new tourism marketing campaign.  The €1 million campaign described as “a new expression of a rare auld thing”, seeks to change perceptions of Dublin “from a weak and one-dimensional image to that of a city pulsing with life,” according to Fáilte Ireland.

The logo was inspired by “the old, the new, and one Dublin resident in particular,” the tourism development authority said..   ”This is the first Dublin-dedicated tourism campaign in many years,” said Shaun Quinn, Fáilte Ireland CEO.

“It is necessary as Dublin is in danger of allowing its brand to become a bit stale while our competitor cities overseas have actually been reinventing themselves.”Modern tourists enjoy a huge range of city break options across Europe, with destinations like Amsterdam (“I Amsterdam”), Berlin (“visitBerlin”) and Stockholm (“This is Stockholm”) marketing themselves dynamically in recent years.

Visitor numbers to Dublin have grown by 12% in what could be its busiest ever year, but there is a recognition that the city needs to “future-proof” itself as a destination that will continue to appeal even if external markets or currencies fluctuate.

The ‘Breath of Fresh Air’ tag encourages visitors to look beyond the City Centre, positioning Dublin as a coastal city with mountains and sea on its doorstep.“What we have here in Dublin is unique,” said Minister for Transport, Tourism and Sports, Paschal Donohoe TD, who launched the campaign.

“There is no point, however, in being Europe’s best kept secret, and I very much welcome this new campaign to reposition the city and county and ensure that its unique appeal cuts through in the international marketplace.”

The new Dublin brand, unveiled as part of a new tourism marketing campaign by Fáilte Ireland.  Campaigns will also run in Ireland, as well as in France and Germany, with an emphasis on digital and social media marketing.€1 million has been earmarked for the first phases of the public/private initiative – funding provided by Fáilte Ireland, the four Dublin local authorities and a collection of private-sector partners including city hotels, Brown Thomas, the Guinness Storehouse, Irish Ferries, the Dublin Chamber of Commerce and daa among others.

The campaign was co-ordinated by the ‘Grow Dublin Tourism Alliance’ (GDTA), a group established by Fáilte Ireland to develop the plans set out in Destination Dublin – A Collective Strategy for Growth to 2020.  It aims to grow visitors numbers to the city to 6.2 million by 2020, and to grow tourism spend from a base of €1.4 billion to €2.5 billion in the same period.

“All of us around the table – tourism businesses, retailers, representative associations and State agencies – feel that this new brand captures the essence of what makes Dublin different,” said Michael Carey, Chairman of the GDTA.

Other differentiating factors include the vibrancy of Dublin’s population, its “ever evolving culture and curiosity” and “a spontaneous openness”, Fáilte Ireland says.“Tourists aren’t aware of what Dublin has to offer and what makes it distinct. Compared to other European cities, Dublin is seen as ‘dusty’ and old-fashioned,” Carey added.”To compete with other cities, we need to reposition Dublin to encapsulate its dynamic and bustling personality,” he said.The GTDA today also published its Grow Dublin Tourism Alliance Progress and Action Plan, which identifies access and transport, accommodation and food and the cruise passenger experience as “core parts” of the Dublin visitor experience for prioritisation.

Source: New Dublin brand looks beyond city centre for ‘must-visit’ appeal – Independent.ie

Royal Caribbean launching new marketing campaign that shows off incredible and immersive vacations | Royal Caribbean Blog

Royal Caribbean has launched a new marketing campaign entitled, “Come Seek”, that aims to show a Royal Caribbean cruise is more than just a vacation on a floating hotel.

The new campaign which made its début on October 19, 2015 conveys that a Royal Caribbean vacation is not simply a cruise and those that take a cruise are not taking a conventional vacation.

Royal Caribbean’s multi-million dollar campaign wants to “roll out red carpet for next generation of cruisers” that are not just new to cruising, but also tech-savvy and relish an immersive and experiential kind of vacation.

Royal Caribbean are calling these people “Seekers” because, travel is not about vacations or being a tourist: travel is a way of life.  “Come Seek” has three main messages: This is not a cruise; You are not a tourist; This is not the Caribbean.  At the end, it ends with simply, “This is the Royal Caribbean”.

Through a variety of channels, Royal Caribbean aims to have “Come Seek” invoke imagery of mashing up surprising on-board experiences, such as North Star, the FlowRider and connecting on social media with Voom high speed internet.  In addition, Royal Caribbean wants to show the depth of places to explore in the Caribbean.  All of this works towards giving guests experiences and memories that they cannot wait to show off to their friends and family.

New television ads made their début on the October 19th in 15 and 30 second spots.  In addition, Royal Caribbean added 5 second ads in programs with heavy live viewership on US TV networks, such as The Voice and Late Night with Jimmy Fallon, with a 30 second ad later on to expand upon the 5 second teaser.  People may also have seen 5 second ads will run across the web including Facebook, Instagram, Twitter and YouTube.

Going beyond traditional media:

Perhaps one of the most innovative parts of this new campaign are the brand new “live billboards” in the New York city area that will feature live look-ins to Royal Caribbean’s ships.  Two hundred and thirty geo-target units across New York City will show live broadcasts via Periscope in high traffic commuter areas, such as John F. Kennedy International Airport terminal, news stands and subways.

Using the Voom high speed internet, these live tune-ins from the ships to show off the experience as it’s happening in real time.  These live look-ins will occur throughout the month of November and be shown around peak commuting times.  Most, if not all, of the tune-ins will come from Anthem of the Seas sailings.

Royal Caribbean will also look to guests to suggest experience that Royal Caribbean should broadcast back on Periscope.  Going off the map Royal Caribbean is also trying something else new to show off the kind of amazing experiences waiting in the Caribbean with a new Tumblr page called, “Uncharted”.

Royal Caribbean crew members will become ambassadors and share content as they experience it on their cruises.These Uncharted experiences will also be on the website, advertising and social media.  If it proves successful, the program could eventually extend to guests and travel agents.

Getting noticed:  

The idea behind this kind of advertising is to get past the traditional produced and polished advertising people expect.

Royal Caribbean believes authentic experiences will be something guests really value and notice.Royal Caribbean is very cognizant that consumers are used to being advertised so much that a lot of gets tuned out or fast forwarded.  With live Periscopes and crew ambassador reviews, the hope is the public will take notice because this is not a traditional kind of ad.

Source: Royal Caribbean launching new marketing campaign that shows off incredible and immersive vacations | Royal Caribbean Blog

The Hotel and Resort Operator’s Digital Marketing Budget Guide for 2016

Cover from The Hotel and Resort Operator's Digital Marketing Budget Guide for 2016 eBook

The Hotel and Resort Operator’s Digital Marketing Budget Guide for 2016

Vizergy Vizergy – Digital Travel Marketing, the hospitality industry’s leading provider of website design and digital marketing programs, releases its eBook on how hoteliers can plan and budget to achieve the highest return on investment for the upcoming year. Budgeting for digital marketing can be overwhelming due to the rapidly changing opportunities and numerous tools available. This ebook helps hoteliers stay on track by providing thoughtful recommendations from top media analysts along with a free budgeting Excel template.

More than half of all hotel rooms will be booked online by the end of 2015 (Google Research). Therefore, establishing a strategic digital marketing plan to capitalize on this trend is vital to the success of any hotel property. Vizergy’s complimentary eBook explains how hoteliers can align their digital marketing budgets with business goals and gives useful tips on deciding how much of your marketing budget to devote to digital. In addition to useful budget recommendations, the eBook includes a hotel digital marketing budget template created by our experts with more than 15 years of hospitality experience.

Click here to get a complimentary copy of “The Hotelier’s Guide to 2016 Digital Marketing Spend” today.

Source: The Hotel and Resort Operator’s Digital Marketing Budget Guide for 2016

Contextual Marketing – How it works in the Travel Industry – Big Data for Travel – Boxever

Everybody is talking about contextual marketing, but really, what is it and how will it benefit our travel customers’ experience?

In the madmen days of advertising, you would reach a customer through billboards or television ads placed at very strategic locations or times. Outdoor billboards near snow-laden airports featuring warm, sunny climate destinations. Television ads for airlines running on the evening news, touting easy flights for business executives. When was the last time you saw one of those?

The marketing industry has come a long way and digital marketing has completely changed how we reach our target audience. Contextual Marketing means discovering the context in which specific audiences were to be found. It is about the digital fingerprint, looking at what a customer has done, what they are currently doing, and predicting what they may do in the future based on their habits and trends. In the past that meant taking advantage of situations like freezing cold northerners who drive by boards near airports as they head to and from work or business executives who travel that watch the stock market reports during the evening news.

The fundamental concept of contextual marketing reaching audiences when they are in a specific time and place or frame of mind for considering your product or service — is still very valid. The difference is that the information we now have to support contextual marketing is more personalized and enriched with more details.

Equally important, the channels for reaching travellers are now highly individualized and personalized thanks to the ubiquitous tiny screens that are ever present in our lives. Instead of reaching that winter sun-seeker on his or her way to the airport, you can beam them an email directly to their laptop or tablet. The timing has become fine-tuned as well. For example, you know they’re in a look-to-book frame of mind if you send a remarketing email within six hours of a fare or destination search on your website.

There are many data drivers for today’s successful contextual marketing.

When blended, these drivers create hyper-personalized offers and content timed to reach highly receptive audiences at exactly the right moment. These drivers can include:

Location

Device

Historic behaviour

Real-time information

For example, let’s take Margie Foley. An online travel agency has her in its database as a female, aged 36, who lives outside of Hartford, Connecticut. In the past she has travelled to Fort Lauderdale in early March, midweek, leaving at 7am, returning the following Monday at 4pm. Now add her device information – her email and cell phone number. Then, (here’s where it gets really fun) pull in some third party weather data.

The OTA uses a sophisticated travel marketing platform that includes a recommendation engine that creates contextual marketing offers on the fly. So, on a snowy morning in January, Margie is headed out the door on her way to work. The recommendation engine pulls together an offer for a great deal to Fort Lauderdale, including a discount for an extra night’s stay at her favourite hotel. Timed to reach her during her lunch hour – while the morning’s nightmare commute is still on her mind and the snow continues to pile up outside her office window — the offer entices her into a temporary reverie with a picture of a Fort Lauderdale beach at sunset. The discount encourages her to book now so she’ll have two months of looking forward to her vacation – surely a powerful tactic to get her through the New England winter.

Now, multiply Margie’s offer by the 2,000 other New Englanders in the OTA’s database that share a similar travel history and who are also staring at the falling snow. Divide by the fractional cost of beaming them an email and the efficiency of contextual marketing (cost divided by booking rate equals ROI) becomes very clear indeed.

But perhaps the most compelling thought is that contextual marketing is in its infancy.

As travel marketers become more sophisticated and begin applying what I call personal interest data, the recommendation engines will be able to layer in additional personalization that will really drive contextual marketing to a whole new level and really make it so that every connection is 1:1.

Margie, it turns out, is a rabid Red Sox fan and her name is in the team’s ticketing database. Imagine the team clinches the American League pennant. The next day, while visions of victory dance in her head, she receives a contextual marketing offer that includes a World Series package pulled together on the fly. Go Sox. Go Margie.

This 1:1 marketing is what our customers are coming to expect. There is a move away from generic advertising, which can be seen in the latest iOS release that has the ability to block ads. We now need to start looking at ways to interact and provide extremely relevant information and offers to our customers.

Source: Contextual Marketing – How it works in the Travel Industry – Big Data for Travel – Boxever