The Hospitality Sales & Marketing Association International (HSMAI) and Vizergy recently released a white paper, “Engaging Online Travel Shoppers Through Integrated Marketing,” authored by Tim Peter of Tim Peter & Associates.
 
The paper, which explores utilizing integrated marketing to identify the best target audiences online, provides an in-depth look at why travel marketers should move away from a singular focus on campaigns toward a more integrated marketing approach.
 
“With the variety of online channels available today to consumers, travel marketers must take a step back and look at both the opportunities and challenges they face in such a saturated space,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “‘Engaging Online Travel Shoppers Through Integrated Marketing’ offers industry executives insight into identifying the right channels frequented by their key demographics.”
 
Additionally, the white paper addresses best practices for integrated marketing, including:
- Establishing cross-functional teams
- Defining appropriate goals
- Matching consumer-preferred channels to defined goals
- Focusing on the right success measures.