How Travel Brands Are Approaching TV Advertising Now

Hotels.com’s Captain Obvious in its COVID-19 Social Distancing TV commercial. The company pivoted its advertising because of the pandemic. Hotels.com Skift Take: Most travel brands aren’t doing TV or much of any advertising now because of the pandemic. But for the ones still broadcasting spots, they’d better be very clever in terms of sensitivities, or … [Read more…]

Skift Webinar: Moving Beyond Demographics — Data Drives the Future of Travel Advertising

Skift Take: What does personalization mean in 2020, and what does it look like in a world where customers are becoming increasingly protective of their data? In this webinar, we’ll dive into what intelligent advertising and marketing campaigns can accomplish. — Read the Complete Story On Skift

Trivago Tests New Marketing Strategy and Products After ‘Rough’ Fourth Quarter

Skift Take: Trivago CEO Axel Hefer said the company will focus on those things it can control. But the issue for Trivago and some competitors is that there is so much they can’t control, including Google’s incursions, the rise of Airbnb, and the whims of major online travel agency advertisers when they cut their metasearch … [Read more…]

How Much Did Big Travel Companies Spend on TV Ads in 2019?

The Trivago 30-second Buffet commercial was the top-performing U.S. national TV commercial among online travel booking sites in 2019, according to iSpot.tv Trivago Skift Take: Airlines, hotels, and booking sites have divergent reasons for leaning into or out of TV advertising. Attracting more direct bookers is always a goal, but sometimes competitive reasons, or the … [Read more…]

Did Booking.com Swallow Kayak? No, It’s Just a Marketing Thing

Pictured is a screengrab from a Kayak video about trip-planning. Kayak and OpenTable are highlighting their ties to Booking.com to heighten Booking.com’s appear in the United States. Kayak Skift Take: Booking.com may be a household name in Europe, but Kayak and OpenTable are far better known in the United States. Parent company Booking Holdings is … [Read more…]

Skift Global Forum 2019 Recap: Why Travel Brands Should Tap Into This New Personalization Technique

Skift Take: At Skift Global Forum 2019, we hosted a session with SheerID on how brands can gain loyal customers with a new form of customer acquisition that uses gated, personalized offers. Download this new eBook to learn how your brand can implement this approach. — Read the Complete Story On Skift

Did Airbnb’s Contrarian Narrative Just Get Messed Up?

New reporting on Airbnb suggests its finances might not be as neat and tidy as it hopes to present ahead going public, with operating losses doubling in the first quarter. Lulu Yilun Chen / Bloomberg Skift Take: Airbnb is on a path toward spending as much as $2 billion in sales and marketing in 2019. … [Read more…]

Google Maps Poised to Be an $11 Billion Business in 4 Years

Google Maps rolled out an augmented reality feature. A traveler tries it in Vietnam. Justanothersimian / YouTube Skift Take: When you’re Google, you can take more than a decade to hone a product such as Google Maps and attract more than a billion users without having to worry that it isn’t making lots of money. … [Read more…]

TripAdvisor Looks to Counter Google by Considering Loyalty Initiatives for First Time

TripAdvisor saw decreased free traffic from Google in the second quarter of 2019. Pictured is Google Maps, a key part of Google’s travel initiatives. Bloomberg Skift Take: A new loyalty program and a brand campaign to bolster direct traffic and user engagement are among the measures TripAdvisor is working on to counter the fact that … [Read more…]

Booking Holdings CEO Sees Greater Need for Urgency Under New Exec Structure

Booking Holdings CEO Glenn Fogel wants to speed up the pace of execution at the company. BTO / Flickr Skift Take: Booking Holdings, along with Expedia Group, have both had to deal with acquisitions and integrations that have been taking too long. Booking officials are undoubtedly frustrated with the pace of progress at OpenTable and … [Read more…]