Sojern | August 25, 2021
Sojern, a leading provider of digital travel marketing solutions, today published a new report titled, “How Travel Marketers Are Activating Digital Advertising in 2021.”
Worldwide Business Research (WBR) Insights surveyed senior decision makers in Asia-Pacific, Europe, North America, and Middle East and Africa who own the marketing budget for a hotel, attraction or tourism brand. These 300 travel marketers shared key challenges faced as a result of the COVID-19 pandemic, which has led them to test new solutions, innovate with new messaging, and generally do more with less.
“The last 18-months have been quite the rollercoaster for travel marketers navigating the global pandemic, but one thing is clear: travel marketers are more focused than ever before on effectively and efficiently spending precious resources to drive a business return,” said Noreen Henry, Chief Revenue Officer, Sojern. “In this environment you need to be agile, data-driven and optimistic—travel is coming back and it’s a great time to take part in that recovery.”
Key findings of travel marketers surveyed include:
56 percent agree that the current environment is ideal for direct response campaigns. Travellers are booking directly because of clearer cancelation or refund policies, coupled with their frustrating experiences navigating online travel agency (OTA) reimbursements for cancelled trips.
88 percent have increased or kept their digital advertising strategy budget the same since COVID-19.
87 percent tightened spending on brand campaigns and increased spending on performance campaigns in 2020.
84 percent rated machine learning and artificial intelligence as top priority for personalisation across channels.
Consumers are eager to travel, and with the increasingly widespread administration of COVID-19 vaccines, the hard hit travel, media, and entertainment industries are all expected to rebound in 2021. The upward swing is already under way, with a surge in domestic and regional tourism, as newly vaccinated consumers exercise the option to travel within their own borders.
The Guardian | April 22, 2020
All of the UK’s biggest airlines and most big holiday companies are breaking the law by denying refunds within 14 days for travel cancelled during the pandemic, according to Which? Most have instead offered vouchers or credit notes. Ryanair has started telling customers they will have to wait until “the Covid-19 emergency has passed” for a refund. Passengers booked with easyJet and British Airways have told the Guardian they could not get their money back. Which? says customers of holiday companies, including Love Holidays and Tui, are in a similar boat. It is estimated up to £7bn could be owed for cancelled trips but the airlines body Iata and travel company association Abta say firms would be bankrupted by repaying it now when they have no income. Which? has backed calls for the government to extend the processing deadline to 28 days and for vouchers to be guaranteed against insolvency and eventually redeemable for cash.
AAA Travel | October 15, 2020
A recent survey found that while Americans are making vacation plans for the rest of 2020, many are being cautiously optimistic about traveling again. AAA Travel’s study found that 67 percent of adults in the United States planning a vacation before the end of the year have reported report some degree of uncertainty about whether the trip will come to fruition or not.