There is a wealth of content available to those seeking destination information, but publishers struggle to set themselves apart. Skift Research categorizes online travel media in 2018 into four groups: (1) travel guide publishers; (2) magazines and newspapers with travel coverage; (3) "digital firsts" such as TripAdvisor and Thrillist which got their start exclusively online; and (4) online giants like Google and the three largest travel booking platforms, which provide travel content in addition to booking opportunities.
In this report, we evaluate 48 online publishers, including estimated total visits to desktop websites as well as summaries of each publisher. We believe opportunities exist for content differentiation and consolidation, niche content and innovative technology in this crowded marketplace.
What You'll Learn From This Report:
- How travelers pick their next destination, how destination selection methods vary by age, and the channels travelers use for research
- Detailed overviews and analyses of 48 online publishers of informative content that help travelers pick their destination
- How duplicative content in the travel publishing space calls for differentiation and consolidation
- How personalization and mobile will continue to drive the future of online travel media
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