Mediaboss Marketing

The goal of travel industry marketers hasalways been to build efficient direct-to-consumer relationships bycost-effectively expanding brand reach, enhancing traveler engagement andmaximizing customer lifetime value.

Data privacy regulation (e.g., the impendingdemise of third-party cookies) is disrupting digital advertising by impairingthe relevance of important targeting data, which will further elevate theimportance of direct consumer relationships.

Travelbrands, particularly hoteliers, compete with online travel agencies (OTAs) thattransact approximately 50%of online hotel bookings in the United States.

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Accommodation bookings also generate thelions share of OTA profitability. In the highly fragmented tours andactivities space,52%of bookings are through intermediary channelswith only about25% of bookings currently processed online.

Theconfluence of these forces creates a catalyst to engage directly with consumersthrough social commerce a rapidly growing sector where travel currently lags.

According to one projection, U.S. socialcommerce will more than double from$37billion in 2021 to $80 billion in 2025, growing its share of totale-commerce sales to 5.2%.

Thispreview looks at how social marketing has evolved, how consumers interactwith brands and nuanced differences for travel.

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Thefull report provides deep analysis of how loyalty and marketing has evolved,how influencers are compensated, strategies of different travel brands, aligningattribution with conversion and much more.

The rest is here:
Influencers and social commerce in travel - PhocusWire