INTRODUCTION

The great escape: the resilience of the travel industry

Welcome to the PMW Playbook: Travel Retail Brands – your practical guide to marketing in travel for 2023 and beyond.

Rhiannon Jones, Senior Consultant, Strategic Futures at Kantar

"We don't see disruption going away. We don't see this being a nice calm 10 years where the aviation industry bounces back and there's no staff shortages within hospitality. So that's where tech is going to play a really key role." 

                    

CHAPTERS

Wanderlust or bust: consumer travel trends in a year of turbulence

Taking the plunge: how purchase behaviour is changing in the travel sector

Bargain hunters: consumer travel search trends for 2023

Lloyd Davies, Managing Director UK at Making Science

"Less than half of those surveyed are using sophisticated machine learning tools to optimise their campaigns (45%) and an even smaller percentage (33%) are leveraging AI tools." 

                    

CASE STUDY

A double win: LATAM Airlines reduces cost per user and carbon emissions with adtech

South America’s largest carrier reduced CO2 emissions linked to digital advertising by 14 tonnes in a single campaign, whilst reducing CPU by 83%.

MORE CHAPTERS

Channel hopping: which travel ad formats are getting the most attention?

When in Rome: 10 travel brands leading the way (and tourist traps to avoid)

High flyers: top 17 travel video ads ranked by effectiveness

The road ahead: the future of travel marketing

From AI concierges and reactive menus to wearables and metaverse ‘VR samples’, the future of travel will offer a Smörgåsbord of new consumer touchpoints for performance marketers.

The Performance Marketing PlayBook: Travel Brands

Our methodology

PMW commissioned LoopMe to survey 4,938 consumers in the UK, from 17-19 January 2023 to understand consumer sentiment with regards to travel spend and advertising this year. LoopMe's opt-in GDPR-compliant research was delivered to consumers via their mobile devices. All surveys were non-incentivised. Surveys appear as consumers engage with content across mobile web and apps, providing scalability and unique reach for data collection. PurchaseLoop Audiences leverages survey technology to identify your in-market audience. PurchaseLoop Audiences are created from proprietary segments using live, opt-in, marketplace responses and modelled to scale by our industry-leading artificial intelligence.