Global Case Study – The Travel Marketing Industry Environment Changing –
Session summary
Less than half of Americans have a passport. The same is true of around 25 percent of Brits and 98.5 percent of Chinese citizens. While this tells us something about those without passports, it also points towards a much more valuable insight about those who do have one. If you can afford flights, hotels, car rentals and the rest of the costs associated with going abroad, it’s likely that you’re an attractive customer for many brands.
Travelers are a highly desirable target audience, not just in travel but across a wide range of consumer sectors. The value of travel data is compounded by the fact that it has a number of features that aren’t found in other verticals. Jonathan Hardy from ADARA will share insights including primary research, to show how travel data can be used to better understand the consumer.