EveryMundo Brings Curated Digital Video Content to Its Performance Marketing Solutions for Airlines
Airline and travel brand product offerings are particularly well suited for video content and visual marketing to consumers, who are 85% more likely to purchase a product after watching a promotional or explanatory video.
Missed opportunities in mobile from those in the know
Now is the time to be investing in better mobile infrastructure and a mobile-first strategy. But the rate at which [a company] can iterate and evolve and develop the necessary technology is not keeping pace with the consumer adoption of mobile for more and more of its travel-oriented web usage.
Without a top-tier mobile user experience, airlines are losing market share (and customer loyalty) to OTAs and MSEs. To grow direct bookings, it’s time for airlines to embrace innovation in the mobile channel.
To Grow Direct Bookings for Airlines, It’s About ‘Search Parity’ and Value
While a small number of airlines have taken an aggressive posture against online travel agencies (OTAs) and metasearch engines (MSEs), most have accepted that aggregator partnerships have become a permanent, necessary part of their distribution strategy.
Focusing Only on Customer Acquisition is a Losing Cause for Airlines
Airlines and other travel-related business aren’t ‘data-omniscient’ – it’s not as if they have automatic access to all of a traveler’s digital preferences. In order for an airline (or any other entity) to acquire data on a consumer’s activity and tendencies, the consumer has to engage directly with the brand.
With U.S. consumers now spending an average of 174 minutes per day on their mobile phones, travel is clearly an area seeing increase in mobile search and mobile booking activity. 42% of travelers worldwide now use smartphones to plan or book their trips, but the emphasis is still on plan rather than book – in part because only 53% of airlines offer a fully mobile booking solution.