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ERIN EL ISSA | May 3, 2018
Welk Resorts is a dynamic, growing, and respected leader in the vacation ownership industry. Independently owned and operated, Welk Resorts has built a foundation of innovation and hospitality.
Article | February 26, 2020
Given travel marketers’ established role in pushing the boundaries of advertising, a lot of the crystal-gazing that happens in our industry every year involves speculation about exciting developments in artificial intelligence, machine learning and other automated innovations. To be sure, these things are happening, but focusing on this sliver of innovation within travel advertising neglects the mega-forces that are reshaping the industry right before our eyes. In 2020, the major forces that will influence travel marketing are much more fundamental and far-reaching than any single technology or platform. Here are the key trends that will have the greatest effect on travel brands’ ability to advertise effectively.
Article | April 3, 2020
During Q4 2019 I had multiple conversations with companies from the hospitality, retail and banking sectors that were either launching or redefining their loyalty programs. In all cases, companies were looking to provide greater value to their members and to stand out from the crowd of meaningless programs. As we all know, things have changed, and plans have been by more urgent matters.There is, however, a tremendous opportunity right now for loyalty programs to step up during the ongoing coronavirus crisis and show why being a member makes a difference.
Article | March 9, 2020
With trade shows cancelled and companies limiting or even banning travel, Mark Manduca, aviation analyst at Citi, recently raised the question: “Will corporate travel ever truly recover again?” When the coronavirus crisis is over, will companies that have managed just fine with video conferencing decide to carry on, given how much cheaper it is? We have heard similar questions before. I wrote an article in the early 1990s, after the first Gulf war and the economic downturn, quoting experts who said company bosses had noticed a fall in costs from the resulting decline in travel and decided to make it permanent. Similar things were said after 9/11. Every economic slowdown produces the same statements.
Article | February 28, 2020
According to the latest Bond Brand Loyalty Report, memberships across industries continue to rise and now average 14.8 per person. But - considering total global spend on loyalty programs is estimated to be $323 billion in 2019 – a more critical statistic is: on average people are active in less than half (6.7) of the programs they belong too. More often than not, loyalty programs do not drive loyal behavior. The travel sector has some of the lowest satisfaction rates, according to Bond’s survey of 55,000 consumers in more than 20 markets around the world. Only 37% of hotel loyalty members and 38% of car rental members say they are satisfied with their programs; airlines, meanwhile, fare slightly better at 42%.
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