Travel


In one of its first acts, the UK’s newly formed Conservative government has introduced legislation to update travel industry regulations to address digital’s impact on consumer buying behavior.

As the summer travel season officially gets under way, a growing number of Americans will use their smartphones and tablets to book a trip, according to eMarketer’s latest forecast on digital and mobile travel. This year, digital travel sales in the US will reach $189.62 billion, 40.0% of which will come from mobile devices.

Stephanie Linnartz, global chief commercial officer at Marriott International, spoke with eMarketer about how the organization keeps marketing moving forward by looking outward to other industries and ahead to emerging trends.

It’s no secret that millennials have high standards for customer experience, especially as companies like Amazon and Starbucks continue to raise the bar. The hospitality space is no exception, and industry veteran Hilton Worldwide has had to transform its business in numerous ways to keep up and thrive. Mark Weinstein, Hilton’s senior vice president of customer experience, engagement, loyalty and partnerships, spoke with eMarketer’s Maria Minsker about how the company tackles change by thinking like a millennial.

Dreams are easily confused with reality in the luxury-tinged world of the travel industry, a segment where consumers often make purchases while imagining five-star hotels and palm tree-lined beaches. The problem for travel companies, however, is that meeting or exceeding these high consumer expectations can be exceedingly difficult.

UK consumers will cut back on eating and drinking out before sacrificing on leisure travel, according to recent research that examined attitudes about discretionary spending.

After the November 2016 merger of SapientNitro and Razorfish to form SapientRazorfish, eMarketer’s David Green spoke with Seton Vermaak, the digital agency’s head of strategy in Hong Kong, about driving loyalty in Asia-Pacific’s travel market in 2017. Seton discussed how travel and hospitality brands are re-creating the idea of loyalty.

eMarketer’s scan of the key developments of the day, plus data to make sense of it all. Today’s topics: Mario Run appears to disappoint investors; Amazon India gets into pedicures; the Vine app grows new shoots; and more.

Over half of all mobile travel site and app visitors in Germany ages 13 and older visited such sites and apps at least one to three times per month, according to a recent study. Nearly one-third visited a travel site or app once per week. But many would rather complete their purchase journey with an offline transaction.

Through artificial intelligence (AI), hotel chain The Leading Hotels of the World (LHW) is bringing discovery back to the travel research process, enabling consumers to contemplate travel and hotel ideas based on desired experiences, not just by location or price. AI helps make that possible. Phil Koserowski, vice president of interactive marketing at LHW, told eMarketer how.</p>

Airbnb is drawing more traffic to its site than metasearch services like Booking.com, as well as hotel brands like Marriott. The home-sharing service has found a willing user base among millennials, who are willing to trade the staid security of a hotel stay for something more exciting.

Dirk Eschenbacher, founding partner and chief creative officer of China-based luxury travel service Zanadu, talks about the rise of China's outbound tourists, and why traditional media channels remain important in connecting with the cohort.

China-based payment services like Alipay and WeChat Pay have been forging partnerships with foreign payments processors to cater to the needs of the country’s growing ranks of overseas tourists.

In the ultracompetitive hotel business, executives invest more in digital marketing and social to boost awareness amid threats from Airbnb, Priceline and Expedia.

German consumers spent a bit more both online and off, lifting overall travel expenditures by 2.8%, according to recent data from Verband Internet Reisevertrieb.

Chat-based messaging apps are gaining favor with travelers, who find that they offer a number of potential benefits when staying at hotels.

Brexit's long-term effects are still to be seen, but its weakening of the pound is helping push up retail spending by foreign visitors to the UK.

Airbnb is laying down the law in Amsterdam and London by limiting the number of days hosts can rent out their properties to guests. The move is part of an ongoing attempt by Airbnb to work with regulators across multiple cities—a change of tactic for the short-term home rental company.

Across all types of UK travel accommodation sites, more women visited than their male counterparts, and older users were more likely to stop by the sites than younger ones.

A wealth of data can be powerful, as long as that data delivers actionable insights. UK-based airline easyJet implemented artificial intelligence (AI) technology to make sense of its data and streamline areas of its business, such as stocking airplanes with the right amount of food. Alberto Rey Villaverde, easyJet’s head of data science, spoke to eMarketer about why the airline turned to AI and the different ways the information AI provides is being used.