For travel brands, competing in an increasingly experience-driven economy is quite a challenge. Marketers must engage travelers with authentic, personalized content to increase bookings and maintain their interest over a complex consideration cycle. To do so, many have turned to user-generated, or “earned” content as a way to stand out.
Olapic, in collaboration with WBR, surveyed travel marketing leaders from a variety of brands to learn what types of efforts are showing results and where there are opportunities for improvement. In the report, marketers can expect to learn:
- Which strategies are helping brands stand out from increasing competition?
- What channels are most impactful as part of the broader marketing mix?
- How impactful is user-generated content on traveler engagement and bookings?