The International Travel & Tourism Marketing Authority

Hospitality Marketing News
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Mobile yet to convert hotel lookers to bookers

European travel bookers are resisting the switch to booking on mobile although they are using devices for research, according to Phocuswright research. Last week’s Phocuswright Europe event in Amsterdam heard, almost a decade after the launch of the iPhone, that European travellers are embracing digital channels faster than in any other region of the world. […]

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Email subject lines: Specific is the new short

For years now the best practice for writing email subject lines has been “keep it short”. But according to new data, short subject lines are not the ones that are the most effective. They’re certainly the most common – the majority of the subject lines of the emails we examined were 30-39 characters long (and […]

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Facebook reveals ambitions for travel planning and booking

Facebook has the potential to be a major travel industry platform in its own right, and it’s starting to offer an array of marketing and direct booking opportunities for hotels. At the end of last year, Facebook launched a new “Recommendations” tool to help users discover new experiences, things to do, events, and services based […]

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Hilton, Marriott mum as AH&LA redoubles anti-OTA efforts

The largest U.S. hotel trade group is sharpening its attack on OTAs through broader lobbying efforts, even as the two largest U.S. hotel companies continue to boost room demand and take share from independent lodging operators. For their part, OTA representatives are labeling such lobbying efforts misguided, while Marriott International and Hilton are taking matters […]

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How travel is driving The Telegraph’s e-commerce business

There’s more than one way for publishers to build an e-commerce strategy. The Telegraph believes that its habit of creating a substantial amount of travel content and its engaged readership puts it ahead of others. The Telegraph has built out its e-commerce business for the last 18 months as a way of diversifying revenue streams. […]

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How travel sites use UI patterns to nudge customers

Few industries have to cater to as diverse needs as the travel industry does. The best travel sites use a few combinations of UI patterns to drive immediate action and set the foundation for customer retention. Due to the flexibility of UI patterns, travel sites often use them to do a few things: – Drive […]

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Carlson Wagonlit Travel focuses on digital

CWT has invested a lot over the past year in its digital capabilities as it tries to become the leading digital travel management company in the world. Last fall, the company introduced a digital strategy that it calls “CWT 3.0” to address a shift to a more consumer-oriented, multichannel experience. A big part of CWT […]

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What Google’s pivot to an “AI first” company means for the travel sector

It’s not easy to grasp the full extent of the change that lies ahead, but there are steps every hotel can take now to ensure their online presence is optimized for Google’s new AI-first mindset. At ITB Berlin in March 2017, Google announced that it now considers itself an “AI-first” company, moving away from its […]

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OnTheBeach getting better at online marketing

As a UK-based short-haul beach holiday specialist, OnTheBeach believes that its scale and technological capability is giving it the lead over traditional tour operators in a competitive environment. It claims a 20% share of the UK’s online short-haul beach market and yesterday bought the “highly complementary” business sunshine.co.uk for £12 million. Its online marketing is […]

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Facebook changes news feed algorithm to crack down on low quality ads

Facebook will curtail the reach of organic posts and ads that link to web pages with too little original content and too many annoying, offensive ads. On Wednesday, Facebook announced an update to its news feed algorithm that penalizes links to web pages that it considers of low quality. Rolling out “over the coming months,” […]

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