Marketers should be thinking about crowdfunding similarly to how they thought about social media 12-14 years ago.
"It's going to be the next big pillar in digital marketing," Jerry Needel, senior vice president of sales and marketing at Indiegogo, says. "Very similar to social media where independent social media consultants popped up, we'll see the same with crowdfunding. Fast forward 12-24 months and most major marketing agencies will have crowdfunding experts or arms within them. most major marketing agencies will have crowdfunding experts or arms within them."
Travelers are doing more online research across screens not only to plan travel but also to inspire the trips they'll take. This study examines the role of the internet, mobile devices and online video in traveler behavior and decisions.
Depuis plusieurs années, de nouveaux acteurs comme Airbnb ont bouleversé le marché de l’hébergement. Face à cette nouvelle concurrence, les hôteliers investissent dans les technologies et n’hésitent plus à digitaliser l’expérience de leurs clients pour avoir une valeur ajoutée.
Millennials are under-indexing on airline and hotel apps, while dramatically over-indexing in their usage of branded OTA apps. This finding challenges the belief that the millennial is now booking directly more often, bypassing the intermediary altogether. The data comes from a mobile analysis of 1,500 Android panellists featured in two new reports from Strategy Analytics. Those aged 25 and younger under-indexed 6% less for airlines and nearly 8% for hotels. Meanwhile, they over-indexed 2% with respect to OTA apps. On the airline front, the comparison between only airline apps and the total panel's usage highlights the significance of the spread between demographics. Click here to learn more.
Skyscanner CFO Shane Corstorphine has revealed “there is no reason why APAC cannot be 50% of our business in the not-too-distant future”. Corstorphine was talking to Tnooz about Skyscanner’s 2014 results - top-line return was an EBITDA of £20 million on revenues of £93.4 million. China was identified as one of the three main areas of focus over the past twelve months, and Corstorphine went into more detail, referencing its purchase of Youbibi last June.
Le cabinet d’étude Deloitte vient de publier un rapport sur les habitudes des voyageurs sur les réseaux sociaux à travers le monde. Il met le doigt sur une contradiction dans le Tourisme : si les voyageurs sont ultra-connectés, les professionnels, eux, sont peu présents sur ces plateformes.
Ward believes that by the end of 2015, Google could be one of the largest metasearch drivers of hotel bookings in the U.S., at least. “My expectation is that Google Hotel Finder eventually goes away as a separate product,” Ward says. “And all of the features in Hotel Finder get integrated directly into the core Google search product.”
Expedia’s two newest acquisitions will likely give it a leg up in the mobile travel sector, especially as it allows the brand to consolidate assets. The oversaturation of booking apps has led experts to posit that brands will need to evolve if they want to keep their stake in the travel market.
Hotels using the Regatta booking engine on their websites now have a competitive advantage in meta search engines. Regatta allows hotels to show availability, even when all of the Online Travel Agencies (OTAs) are unable to do so. The patent-pending hotel booking engine even allows the hotel to show a lower rate in the meta search engines. The best part? It can all be done without any rate parity violations.
Two decades after online travel agents and travel supplier websites decimated the storefront travel agent industry, 2015 could mark a turning point signalling a shift in consumer behaviour. According to the American Society of Travel Agents and Liberty Travel, agent bookings are on the rise as more travellers are seeking high-touch service in their stressful lives. Additionally, the abundance of information online may be contributing to the shift, with consumers seeking a professional guide to make sense of it all. Many consumers desire insider information about a destination from a person who knows the destination well. The biggest problem for ASTA and the agency model in general, continues to be the consumer belief that there's a significant mark-up in price when booking travel with an agent. Click here to learn more about the value of travel agents to the consumer.
TrustYou ran a consumer study to better understand the role of travel reviews in the planning process. The report looked at consumer preferences when using reviews to make travel purchases, evaluating their time investment, issues around confidence and trust, and the mobile experience. Travellers revealed that summarised review content (as opposed to traditional full text reviews) increased their trust while substantially decreasing the amount of time required to read and digest review content. Importantly summaries are the most mobile-friendly way for travellers to take in reviews. The findings indicate a true shift occurring in the way travellers want their review content delivered. This article presents tips regarding how to present travel reviews to ensure the highest booking conversions. Click here to download the full report.
As the global financial crisis continued to grip the world economy, the industry saw revenues fall and demand for holidays drop, as customers’ discretionary spending was squeezed. The emergence of cheap online travel services has also created viable alternatives to traditional tour operators and eaten into sales revenue. But does the future success of tour operating lie in the humble smartphone?
Facebook vient d'ajouter la possibilité d'afficher un bouton sur les pages, situé à gauche du bouton "J'aime". Ce bouton d'appel à l'action, (call to action en anglais) permet à vos fans d'interagir et d'accéder à une page ou un service spécifique. C'était le cadeau de Noël, ou la bonne résolution de l'année, à vous de choisir, de Facebook, l'apparition du bouton d'appel à l'action dans les pages ! La fonctionnalité est activée depuis quelques jours, et comme vous êtes nombreux à être passés à côté, voici un petit rappel et un mode d'emploi ! :)
Dark social is digital sharing of content that’s untraceable using traditional tracking methods — for example, when someone copies a URL and pastes it into a chat message or other direct communication tool such as SMS. Since analytics measures this a direct link, there’s no simple way to track its true origin. So is dark social destroying your travel marketing strategy? The answer is a resounding yes, at least if you are not paying attention to this legitimate social phenomenon.
Sabre Hospitality Solutions is launching SynXis InstaSite, a service that builds websites for hotels, Tnooz has learned. It is Sabre’s latest bid to become a heftier force in the fast-consolidating cloud software business for hotels.
While many marketers confess to still being stumped when it comes to measuring social media's return on investment, at least one major brand seems to feel pretty confident about it: KLM Royal Dutch Airlines, the flagship carrier of the Netherlands, long a standout for its forward-thinking social media strategy.
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