Social media, content and mobile will dominate travel trade landscape in 2011, says survey

Social media, content and mobile will dominate travel trade landscape in 2011, says survey

Social media, web content and mobile will be the areas seeing biggest increases in travel organisations’ digital marketing activity in 2011, according to a new global survey. The report, conducted by digital travel online content providers Frommer’s Unlimited, found that 70 percent of the survey said they planned to increase digital marketing budgets for the year ahead compared to 54 percent who predicted increases one year ago. The survey of 325 travel organisations also found that social media will see the greatest increase - 68 percent said they’d invest additional money, but content will also see a 63 percent increase in focus and mobile will see a 50 percent increase in activity. “It’s clear that marketers are looking at how content creation and new applications can reach wider audiences, over and above traditional advertising,” said Giles Longhurst, Frommer’s Unlimited director Europe Middle East and Africa. “When we then drilled down and asked organizations what content was most important to them this year, search engine optimization was still by far and away the top priority, followed by high quality destination content and unique content to compliment the SEO strategy. We were also impressed to see the rapid shift in interest in mobile web and mobile apps - increasing in importance by 100 percent year-on-year. Video is also seen as important by two thirds more respondents this year than last.”

Gary Marshall
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Gary Marshall
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