Travel companies are to invest more in digital marketing next year as they focus on online content, according to a new survey by Frommer’s Unlimited. Social media, content, mobile, apps and search engine optimization were named as the top areas of concern for travel businesses next year, with83% planning to increase spend online.
In addition nearly 80% of companies plan to have an iPhone application and 75% want an iPad version by the end of next year. Several sites also hope to increase the languages available on its sites.
“In our fourth annual survey we’re seeing a clear trend of sustained investment in content in many different platforms and global players looking to create engagement as well as customer acquisition,” said Giles Long hurst, EMEA director at Frommer’s Unlimited. “We see this as a maturing of the online marketplace as marketers look closer at the final stages of the purchase funnel and how they can convert more visitors into loyal customers”.