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The latest online adspend figures show travel's continued growth. Will this continue?

If travellers and holiday-makers continue to be motivated by getting the best deals online - and brands offer them - then it will.

Consumers research and book where they get the best results; therefore deals online and travel businesses will have to reinvest at the point where they get the best ROI to make the most of this. They need to reach consumers at the point of decision-making.

There are always innovations and improvements in technology to be made, and this should drive greater efficiency and ROI in digital marketing and better targeting (and therefore engagement).

The key to growth is that brands understand and make the most of improved attribution techniques (not just last click) and modelling.

There's a smorgasbord of opportunity: search is becoming more efficient and meaningful to consumers and, considering the content opportunities in travel, the rise of video consumption online opens up branding opportunities and mobile, location-based activity.

Finally, do you really think that the power of social networks and user-generated content will not continue to grow?

Here's to a happy 2012 for the travel sector online.

For further viewing on these opportunities, visit:





Think with Google


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