Agencies See Growth in Content Marketing Business

The Content Advisory | June 19, 2019

Agencies are banking on content marketing. That’s the key finding in the newly released Content Marketing Institute 2019 Agency Survey. This inaugural research looks at how full-scope agencies, as well as specialized agencies, are doing content marketing for clients, how well it’s working, and some new opportunities. This survey expands on CMI’s previous agency research, which had only focused on how agencies use content for their own marketing. Nearly half of respondents from both types of agencies say content marketing services comprise 50% or more of their total business. About half of respondents from both types of agencies say they’ve been offering content marketing services for seven or more years. 61% of respondents from both types of agencies indicated their agency offers a full scope of content marketing services; another 37% said it offers a specialized service(s) related to content marketing. 73% of respondents from full-service agencies say they are extremely/very successful in achieving their clients’ content marketing goals.

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INDUSTRY OUTLOOK

Smart approach to travel retailing puts Sabre on IATA's Airline Retailing Maturity index

Sabre Corporation | May 17, 2022

Sabre Corporation (NASDAQ: SABR), a leading software and technology provider that powers the global travel industry, has been recognized as a system provider for both airlines and travel sellers in the International Air Transport Association's (IATA's) Airline Retailing Maturity (ARM) index. This recognition is a testament to Sabre's focus on developing scalable capabilities to power more personalized travel retailing that benefits the travel ecosystem. "Airline retailing means placing the customer at the center of the air travel shop/order/pay ecosystem. We are excited to see Sabre's strong alignment with this vision as a recognized System Provider in the ARM index" -Yanik Hoyles, IATA's Director Distribution Designed to assess the maturity of industry players in the journey to airline retailing, the ARM index replaces the previous IATA New Distribution Capability (NDC) and ONE Order certifications and expands the scope of the program beyond technical standards to recognize the benefits of value chain collaboration and value creation. Introduced in November 2021, the program is built on three pillars: Capabilities Verification to measure the technical abilities for shop, order, pay, settle, account, and set up; Partnerships Deployment to determine the scalability of NDC-enabled offers across the value chain; and Value Capture Compass to track potential value captured along the retail transformation journey. "We are very proud of Sabre's inclusion in the ARM index and we wholeheartedly welcome IATA's move toward a more layered and multi-faceted view of airline retailing From its early days, we've approached NDC as a technical basis to deliver a more personalized traveler experience. We named our program "Beyond NDC" to signal a focus not only on ticking boxes on a technical capability checklist, but also on a longer-term retailing vision. Sitting at the crossroads of travel, we seek to listen to our customers on both the supply and demand sides of our travel marketplace, integrate their feedback, and innovate across our portfolio so that our products scale end-to-end, not just for individual players in the ecosystem." -Kathy Morgan, Vice President, Channel Delivery, Sabre Travel Solutions. Sabre has a busy NDC roadmap laid out for the remainder of 2022 to continue to advance our capabilities. Dynamic air pricing for NDC offers will become available with the recently launched Air Price IQ ™ product within the Sabre Retail Intelligence suite, enabling airlines to optimize offers in real-time with leading machine learning and data analytics capabilities. Support for exchanges will be added to the current cancel, void and refund capabilities, providing robust servicing functionality. Radixx, which provides solutions for low-cost carrier airlines, is expected to also become certified under the ARM index later this year as an airline IT provider. Sabre is in discussions with more than 25 leading airlines about selling their NDC offers through its marketplace. In addition to Singapore Airlines and Qantas – which combined are active in 50 countries and are starting to roll out their NDC content across North and South America – Sabre is actively engaged many other airlines. NDC offers from these airlines will be available in the coming months through Sabre's Offer and Order APIs, agency point of sale, Sabre Red 360, and online booking tool, GetThere. About Sabre Corporation Sabre Corporation is a leading software and technology company that powers the global travel industry, serving a wide range of travel companies including airlines, hoteliers, travel agencies and other suppliers. The company provides retailing, distribution and fulfilment solutions that help its customers operate more efficiently, drive revenue and offer personalized traveler experiences. Through its leading travel marketplace, Sabre connects travel suppliers with buyers from around the globe. Sabre's technology platform manages more than $260B worth of global travel spend annually. Headquartered in Southlake, Texas, USA, Sabre serves customers in more than 160 countries around the world. For more information visit www.sabre.com.

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DESTINATION AND TOURISM

Internova Travel Group Enhances Its Sustainable Travel Initiative

Internova Travel Group | June 07, 2022

On the heels of World Environment Day, Internova Travel Group, one of the largest travel services companies in the world, today announced it is offering more sustainable solutions for employees, advisors and clients who are concerned about reducing and tracking their carbon footprint. The company has entered into a partnership with Sustainable Travel International to support travelers through their climate mitigation journey.During the pandemic, Internova recognized the exponential growth in demand for practical resources to support carbon offsetting goals. Sustainable Travel International, a global organization with over 15 years of experience developing successful carbon offset programs for the travel industry, will therefore work with Internova to share expertise in sustainability education, carbon calculation and reporting. Clients will have access to target-setting consultation, tools and certified carbon offset options for highly vetted climate-protection projects. "A more sustainable future will only become a reality if we all do our part. That's why we're taking this collaborative approach with Sustainable Travel International. Together, we will take the necessary steps to reduce our travel emissions while helping advisors, as well as corporate and leisure clients, do the same" -Gabe Rizzi, President of Internova Travel Group, Equally, our clients need accountability for their own travel plans. Partnering with Sustainable Travel International will allow us to equip our clients with information to make responsible travel choices. Internova offers ethical, eco-conscious options to clients and works to promote travel to destinations that focus on visitor growth and sustainable economic expansion. The company also partners with suppliers with strong sustainability associations and certifications. The relationship with Sustainable Travel International represents the next phase of Internova's corporate social responsibility strategy "to connect the world through travel – sustainably, inclusively, and responsibly – to grow our business, protect our planet and enrich people's lives everywhere, one experience at a time." Internova Travel Group's latest corporate social responsibility report can be found here. About Internova Travel Group Internova Travel Group is one of the largest travel services companies in the world with a collection of leading brands delivering high-touch, personal travel expertise to leisure and corporate clients. Internova manages leisure, business and franchise firms through a portfolio of distinctive divisions. Internova represents more than 70,000 travel advisors in over 6,000 company-owned and affiliated locations predominantly in the United States, Canada and the United Kingdom, with a presence in more than 80 countries. About Sustainable Travel International Sustainable Travel International is a mission-driven organization dedicated to protecting and conserving our planet's most vulnerable destinations. We are transforming tourism's impact on nature and people by working alongside local communities, engaging travelers and businesses in responsible practices, and strengthening destination management. Through our work, we aim to safeguard nature, combat climate change, and empower communities to preserve the integrity of destinations around the globe. For more information, visit www.sustainabletravel.org.

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HOSPITALITY TRENDS

Choice Hotels International to Acquire Radisson Hotel Group Americas

Choice Hotels International, Inc | June 14, 2022

Choice Hotels International, Inc. (NYSE: CHH) and Radisson Hotel Group announced that Choice Hotels has entered into a definitive agreement to acquire the franchise business, operations and intellectual property of Radisson Hotel Group Americas for approximately $675 million. The addition of Radisson's nine hotel brands in the Americas is the latest chapter in Choice's successful strategy to expand its growth opportunities by bringing the company's best-in-class franchising platform to adjacent hotel segments and to a new set of hotel owners. The added 624 hotels with over 68,000 rooms expand Choice Hotels' presence in the upscale and core upper-midscale hospitality segments, particularly in the West Coast and Midwest of the United States.The acquisition of some of the industry's most recognized brands extends Choice Hotels' customer reach in the upscale segments, as well as to more business travelers and a broader demographic within Choice's core leisure segment. The combination strengthens Choice's ability to provide a more holistic product offering across segments and continue to capitalize on consumer trends expected to fuel future demand for travel such as remote work, increasing retirements and road trips. The transaction brings Choice's industry-leading RevPAR (revenue per available room) growth performance to a new set of franchisees and hotel investors and provides new growth opportunities to expand Choice Hotels' presence to additional locations in Canada, Latin America and the Caribbean. Consistent with Choice Hotels' long-term strategy of growing in higher revenue segments, the Radisson brands typically have larger room counts and are located in higher RevPAR markets, driving higher royalty revenue per hotel. "Choice has a well-established history of smart acquisitions in new segments where our world-class franchising engine can spur future growth. This transaction brings together two highly complementary businesses, enhancing our guest offerings in the core upper-midscale hospitality segments, while extending our reach into the upper upscale and upscale full-service segments and in higher revenue geographic markets. We are confident that guests and franchisees will significantly benefit by combining these two exceptional sets of brands." -Patrick Pacious, President and Chief Executive Officer of Choice Hotels The transaction unlocks significant potential value for the Radisson brands in the Americas. Choice Hotels has a deep familiarity with the Americas franchisee community and will bring a strong commitment to driving the success of Radisson franchisees, many of whom already have franchise agreements with Choice Hotels. Pacious continued, "Our long track record of establishing mutually beneficial relationships with our franchisees has resulted in a best-in-class voluntary retention rate, and those franchisees are the source of a majority of our new hotel development. Our existing and new hotel owners will benefit from the improved business delivery capabilities of the combined companies, including our award-winning loyalty program, proprietary tools and emerging technologies that will enable them to capture more business, lower their hotel operating costs, reach new customers and respond to evolving industry trends." Federico J. González, CEO of Radisson Hotel Group, said, Since the introduction of our strategic transformation plan in 2017, Radisson Hotel Group has been committed to the global success of the Radisson brands and expanding the overall footprint of our global operations. We have achieved strong results, doubling the number of rooms signed per year in EMEA and APAC, confirming Radisson Blu as the largest upper-upscale brand for over 10 years and establishing Radisson as the upscale brand with the largest growth in EMEA. We are confident that Choice Hotels is the owner with the right long-term strategy, resources and management team to successfully accelerate the growth of the Radisson business in the Americas. Radisson Hotel Group will continue to leverage the strength of operational excellence to set our business in EMEA and APAC on a significant growth path with the aim of doubling the portfolio in those markets by 2025. Together with Choice, we will work to ensure that customers continue to experience the highest levels of service and a superior brand experience. "Our associates have been working hard to solidify the power of our brands, build a better commercial engine and offer best-in-class solutions to franchisees and customers. We are very pleased that the Radisson family of brands in the Americas will join Choice Hotels. We believe that this acquisition will drive growth in a highly competitive market and enable stronger performance for our franchisees."About Choice Hotels® -Tom Buoy, interim CEO of Radisson Hotel Group Americas Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. With nearly 7,000 hotels, representing nearly 600,000 rooms, in 35 countries and territories as of March 31, 2022, the Choice® family of hotel brands provides business and leisure travelers with a range of high-quality lodging options from limited service to full-service hotels in the upscale, midscale, extended-stay and economy segments. The award-winning Choice Privileges® loyalty program offers members benefits ranging from everyday rewards to exceptional experiences. For more information, visit www.choicehotels.com. About Radisson Hotel Group Americas Radisson Hotel Group Americas represents Radisson Hotels operations and brands in the United States, Canada, Latin America and the Caribbean. The Radisson Hotel Group Americas portfolio of brands includes Radisson Collection, Radisson Blu, Radisson, Radisson RED, Radisson Individuals, Radisson Inn & Suites, Park Plaza, Park Inn by Radisson and Country Inn & Suites by Radisson, brought together under the overarching Radisson Hotels Americas name. For more information visit www.radissonhotelsamericas.com About Radisson Hotel Group Radisson Hotel Group is one of the world's largest and most dynamic hotel groups with nine distinctive brands, more than 1,700 hotels in operation and under development, more than 260,000 rooms and a footprint spanning over 120 countries and territories. 100,000+ global team members work for the Radisson Hotel Group and at the hotels licensed to operate in its systems. The Group's overarching brand promise is Every Moment Matters with a signature Yes I Can! service ethos.

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INDUSTRY OUTLOOK

Aggressor Adventures Dives into the New Year with Optimism Following a Successful 2021

Aggressor Adventures | December 23, 2021

Aggressor Adventures® is celebrating the end of a successful 2021 and looking back on the past 12 months with pride while looking forward with optimism and excitement. In 2021, the company launched its Consumer Travel Index, won numerous awards, reopened its Sri Lanka Safari Lodge and announced plans to offer new adventures to customers in 2022. Return to Travel Aggressor saw an increase in bookings for operating destinations of 123% in 2021 over 2020. “I am incredibly proud of how our staff has persevered through the many changes in requirements from governments worldwide, updating protocols, destination reopenings, and more. The quality of our service never wavered; in fact, I’d say the past few years have made us even better than we were before Even through it all, we still saw tremendous growth this year compared to last. I believe that people were ready to make up for lost time and rebook the trips they had to cancel in 2020.” -Wayne Brown, CEO of Aggressor Adventures. Aggressor provided an adventure of a lifetime to more than 12,000 guests in 2021. The company’s top three most popular destinations were Socorro, which saw 240% growth in bookings, Red Sea RE, which saw 230% growth in bookings and Belize, which saw 182% growth in bookings. Exciting for Aggressor, the future looks just as bright: “We are confident we can plan double digit growth in 2022,” Brown added. Consumer Travel Index Aggressor’s Consumer Travel Index provided insightful findings from a series of national surveys to track consumer sentiments. Topics from 2021 included interest and comfortability in traveling, motivations for traveling, how long consumers are planning trips for, what their budgets are, how remote working has impacted travel plans, and much more. Award Wins In 2021 Aggressor earned many awards, including Top Liveaboard Company in the World with 69 Readers Choice Awards from Scuba Diving Magazine, a Gold Travel Weekly Magellan Award for Cruise Safety for the company’s industry-leading Clean, Refresh, Sanitize program, and a Silver Travel Weekly Magellan Award for Cruise Podcast for the company’s Inspired by Adventure podcast. New Adventures 2021 saw the reopening of the Aggressor Safari Lodge in Sri Lanka® and the announcement of a new liveaboard, the Red Sea Royal Evolution (RE) Aggressor, which will set sail in February 2022. In addition to these new destinations and reopenings, the brand also has major plans for several exciting new destinations for customers in 2022. Brown and his team have visited numerous adventure sites and are actively exploring new trips in Belize, the British Virgin Islands and several other exciting destinations. About Aggressor Adventures Since 1984, Aggressor Adventures® has offered travelers liveaboard scuba and snorkeling charters, luxury river cruises and exotic wildlife safaris. Worldwide locations the company explores include Bahamas, Belize, Cayman Islands, Cocos Island, Costa Rica, Cuba, Dominican Republic, Egypt, Galapagos, Hawaii, Indonesia, Maldives, Mexico, Philippines, Palau, Red Sea, Roatan, Sri Lanka, Sudan, and Turks and Caicos. The company’s Clean, Refresh, Sanitize safety standards are industry leading. For more information, visit www.aggressor.com

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We spoke to real business travelers to understand their sentiments of getting back on the road and what they missed about business travel. Learn more about getting back to travel this September

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