Content Top Priority For Travel Companies
Social media, content, mobile and apps, and natural search engine optimisation will
be the top four areas for travel organizations with 83% planning to increase overall digital marketing spend in 2012, according to a new global survey released today by digital travel online content specialists Frommers Unlimited, the business-to-business division of Frommers, a branded imprint of Wiley.The survey of 350 travel organisations was undertaken with global digital travel news service Tnooz and respondents included airlines, agents, tour operators and consolidators, hoteliers, tourist boards, car rental, rail, travel insurance, publishing and cruise companies. 78% of the survey said they planned to increase digital marketing budgets for the year ahead and 19% said budgets would remain the same.
Two thirds of businesses surveyed (65%) said they would invest more money in social media next year and more than half said they would also be increasing spend on content (55%), mobile and apps (54%) and natural search engine optimization (52%). The survey also revealed that nearly 80% of companies plan to have iPhone apps and 75% are aiming to have an iPad app by the end of 2012.
International content is also an area of growing focus. Three quarters of the survey say they are maintaining and increasing translation budgets for 2012. Half of the travel organizations surveyed currently operate a site in one language, a third operate sites in up to five languages and a fifth have sites in more than 5 languages.
Giles Longhurst, Frommers Unlimited Director Europe Middle East and Africa said: In our fourth annual survey were 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. 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. Companies this year prioritized the need to use content to drive conversions above driving natural search traffic has moved to second priority.
Kevin May, editor of Tnooz, said: The annual Frommers Unlimited survey is a succinct signpost of the changing priorities of digital marketers. Year on year we see even greater numbers respond to the need for content and were now seeing that need reflected on mobile and multi-lingual platforms.
The problems organisations face in managing content are similar year-on-year. The overwhelming problem facing six out of ten respondents is still keeping content up to date. Creating content which is consistent with brand values was highlighted by almost five out of ten of the survey sample and integrating content with products was a problem for three out of ten surveyed.
For over 50 years, Frommers travel guides have been the trusted choice to help travellers explore destinations the way the locals do. Frommers Unlimited enables businesses to create high-value propositions for their customers by leveraging Frommers travel expertise, rich content resources and technical capabilities. Products and services provided by Frommers Unlimited include global destination and events content, private label Websites, mobile applications and custom publishing.
Whether your customers are venturing close to home or across the globe, whether your budget is limited or limitless, Frommers Unlimited delivers the most candid and reliable travel and event information, anywhere and anytime. Frommers is a registered trademark of Arthur Frommer.
About Wiley
Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for 200 years, helping people around the world meet their needs and fulfil their aspirations. Since 1901, Wiley and its acquired companies have published the works of more than 350 Nobel laureates in all categories: Literature, Economics, Physiology or Medicine, Physics, Chemistry and Peace.
Our core businesses publish scientific, technical, medical, and scholarly journals, encyclopedias, books, and online products and services; professional/trade books, subscription products, training materials, and online applications and Web sites; and educational materials for undergraduate and graduate students and lifelong learners. Wileys global headquarters are located in Hoboken, New Jersey, with operations in the U.S., Europe, Asia, Canada, and Australia.
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