The report identifies key trends and potential challenges, and offers the cutting edge strategies and insights, that brands invested in the sector need to optimise campaigns and future-proof businesses.
Linkdex, in collaboration with State of Digital, are pleased to present a comprehensive industry report on the online travel industry, free to download and enjoy. Our aim was to explore the themes of integration, big data, and also gain an understanding of the level of digital knowledge and education in the travel industry.
The report identifies key trends and potential challenges, and offers the cutting edge strategies and insights, that brands invested in the sector need to optimise campaigns and future-proof businesses.
In total, over 20 thought-leaders from leading travel brands, digital agencies, and experts from interrelated disciplines, have contributed articles to the report. Overall it forms a remarkably complete perspective of the enormous and highly complex industry.
Find out how to Survive Google Travel; how Thomas Cook are reforming business culture to mobilise for a post-digital age; and how TripAdvisor maintain virtuous circles to promote spirals of growth in their business ecosystem. A full list of chapters can be found below.
It also features the best and stories and campaigns – from case studies of the cutting edge multi-channel content put out by BA, Virgin Atlantic, and Kuoni; and the international ‘Inspired by Iceland’ campaign that reversed the fortune of the Icelandic tourism industry following the mass disruption in the aftermath of the volcanic eruptions.
Key takeaways include:
- Ecosystem leaders are integration platforms, site analytics, and available data sources to form highly accurate, personalised insights into consumer buying behaviour and psychology. Certain touchpoints in the travel purchase cycle are ‘owned’ by leading brands.
- We are now in a ‘Zero moment of truth’ era. Consumers are more empowered than ever before, and integration of digital channels and brand messages is crucial to cut through the noise.
- Digital has changed the way we travel. And ‘social travel’, influenced by social media, user generated content, and shared content is now massive part of the inspiration phase.
- The travel industry is facing a massive problem with content. Proactive and innovative strategies are necessary to scale unique, engaging content, and appeal to different niches.
- Businesses and brands with an investment in the sector have to constantly update their knowledge of digital and technology to remain relevant.
- Big data implementation; the personalisation of the user experience; and the trend towards global marketing reach for local destinations is a trend for the future.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
