Todays travel marketers are investing heavily at both ends of the marketing funnel: up top to drive awareness via channels like display media, TV and out-of-home advertising and down below to close the deal through channels like branded paid search and affiliate deals.
The European Commission said on Friday that Booking.com had committed to end 'manipulative techniques' on its travel site, such as time-limits for making bookings and misrepresentation of discounts.
Online travel agencies (OTAs) are the original digital disruptors – first-generation internet businesses that identified an unmet customer need and created digital destinations that became the first stop for prospective travelers. Yet the very thing that gave rise to OTAs – the ability to aggregate digitized data to create economical, do-it-yourself travel planning – now threatens to be their undoing.
'The hospitality industry has a patented four-step method to deal with disruption – Step one is to ignore it. Step two is that when it's pointed out to them, they continue to ignore it. Step three is they panic, and step four is they complain about it.'
Each side claims other isnt transparent for consumers
Priceline Now Offers More Than Two Million Listings of Alternative Accommodations; Travelers Can Now Bundle Private Homes, Flights, Hotels and Rental Cars in One Transaction
Make no mistake – the entry of Amazon into the online travel business could have far-reaching consequences, especially for the powerful online travel agency incumbents.
As is often the case when people want to feel confident about their purchases, they turn to search.
New Brand Aligns with Companys Focus on Experience-Based Travel