Jo Zhang, Partnerize Client Services Executive in APAC, has published an article about the massive tourist opportunity for retailers in Australia. The byline, published in MarketingMag, explores how retailers can capitalize on the 9.27 million tourists visiting Australia annually and spending $15 billion while there.
Recently, I had the opportunity to attend several events specifically focused on travel marketing and merchandising. I thought it might be interesting to surface some of the key themes that came up in these experiences.
First, I attended the LVIMA Digital Technology and Planning Day in Las Vegas. While not strictly a travel event, it always attracts a large number of travel marketers. Second, I went to the WBR Digital Travel Connect conference in San Diego , and finally the Eye for Travel event in Las Vegas. Here are some of the themes that continued to surface.
These days nobody plans a vacation without doing extensive research into flights, hotels, local attractions, restaurants, etc., with an eye for finding the best value. According to Google Insights, only 9% of U.S. travelers “always” know what brand they want to book with prior to researching. That leaves the majority of travel-seekers available to be influenced by bloggers, influencers, and great deal offers. Thusly, rich content rules the travel world.
It’s 2007. You’re thinking of taking a holiday. You head into your nearest travel agent and sit down to discuss your options. You make your choices, book your flights, hotel and maybe even a few holiday activities too.
Disruption. We hear this word almost on a daily basis these days. We’re always hearing about ‘the disruptors’; the Ubers, the Airbnbs, the Netflixs of the world, who are revolutionizing the market at every turn. Although we reap the positive changes these types of companies have brought to the market, we don’t often look at the ‘how’ behind their success.
Image Source: Virgin Australia
Client Success Story
Virgin Australia, Australia’s second-largest airline, provides travellers with a seamless experience across all international and domestic markets while retaining the same excellent service. Historically, Virgin Australia worked with performance marketing agency Columbus on their only official performance marketing channel, SEM.
In order to expand beyond SEM, Virgin Australia sought a platform that would allow them to grow their channels, improve operational efficiencies and manage their existing and new partnerships in one place.
Client Success Story
In 2016, global online travel agency ebookers.com (part of the Expedia Group) began working with Performance Horizon to track, measure, and reward a variety of their marketing partners and affiliates across seven geographic markets.
The main challenge ebookers faced was the daunting task of transitioning their existing affiliate marketing program from multiple networks into a single technology platform.
Image Courtesy of British Airways
Client Success Story
For many global airline brands, online marketing strategy and execution is pivital to growth, and affiliate marketing and meta search partners represent an important part of online acquisition spend.
Many airlines work with multiple affiliate networks spanning different regions and countries. As affiliate and meta search programs grow, they also become more complex and fragmented which makes it difficult to manage and understand performance across each region/network.
British Airways sought to leverage the wide level of granular data they were capturing through their affiliate channel and incorporate this into their overall channel strategy. Using Performance Horizon's technology platform enabled BA to aggregate five affiliate networks in over 20 countries and execute a strategy that focused and delivered efficiecies and growth targets globally.
Photo as tweeted by DigitasLBiAffiliates
We recently hosted a travel-oriented educational seminar in London featuring key speakers from Hotels.com, Hostelworld.com, Skyscanner, and vakay.co.uk. There were some interesting discussions and we wanted to share some takeaways that may apply to everyone in the performance marketing space.