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The State of OTAs Part I: Advertising
Online travel agencies (OTAs) are some of the largest advertisers in the world. The first part of this multi-part series looks at advertising spend by OTAs in North America and Europe, specifically Booking Holdings and Expedia. But new OTA ad dollars appear to have diminished efficiency, and hotels and airlines have launched major campaigns encouraging consumers to book direct. OTAs must remain nimble — upping their brand advertising while tailoring their substantial ad spend for maximum booking potential — to keep up.
What You'll Learn From This Report:
Size of ad budgets at major online travel agencies
Comparison of travel ad spending to other industries
Analysis of ad efficiency at OTAs
A look at the shifting landscape between brand and performance ad spending
Hoteliers have been using the same outdated, fragmented systems and technologies for decades, but the lack of integration only hurts hoteliers and deprives guests of a seamless customer experience. We interviewed 23 industry stakeholders — from tech vendors and online travel agencies to hotel brands, independent hoteliers and hotel management companies — to understand the constraints of existing hotel tech and the possibilities when hoteliers make the right tech investments.
What You'll Learn From This Report:
The current state of hotel tech stack
Views on hotel technology from Skift Research's Tech Vendor and Hotel Company Focus Groups
Top challenges and areas for improvement in hotel technology
Hoteliers' financial budgets and objectives for hotel technology
Future expectations for the mapping of the hotel tech stack
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