Digital insights for travel industry marketers
Compete’s Travel practice offers suppliers, online
travel agencies (OTAs) and other travel industry entities competitive
intelligence to optimize marketing campaigns, increase bookings and
deepen relationships with travelers. The intelligence relies on
Compete’s ability to track consumers across the online travel
environment and beyond -- coupled with rich travel industry expertise,
including research covering the air, hotel, cruise, rental car, casino
and destination segments.
Our Travel team brings deep industry expertise from suppliers, OTAs, the online media space and the tourism industry. Our clients cover the breadth of the travel space, including leading hotels, airlines, OTAs, cruise lines, rental car companies, search and media companies, financial entities and travel research companies. Compete is regularly cited in publications such as TravelWeekly and have presented several times at leading industry conferences, including PhoCusWright’s annual conference.
What is the relationship between different online ad media?
How effective is my display advertising?
How should I be thinking about search advertising beyond simple direct response?
Package and cross-segment analyses
Travel industry entities often explore new revenue opportunities through products outside of the traditional core offerings (e.g., an airline selling cruises). Whether as a standalone, or through packages, Compete’s package and cross-segment analyses reveal the “low hanging fruit” for each client by identifying existing overlaps in their current customers.
Traffic source analyses
Traffic source benchmarks the share of a client’s traffic coming from various sources (email, search, etc.) against rivals to help optimize traffic-driving strategies. Over time, changes in source mix reveal the success in clients’ source tactics and expose the success of changes in rivals’ strategies. Search can also be used to measure brand and category awareness.
Lost-Booking assessment tracks the share of consumers lost during the booking process that then go on to book with a rival. Knowing which of your lost customers are the most valuable and where they ultimately book helps to develop response tactics aligned with the greatest potential for incremental business. Lost-Bookings assessments can also be optimized by factoring in the impact of loyalty program memberships.
Market & segment demand
Compete’s demand reports allow marketers to quantify overall engagement and demand by both segment (e.g. airlines) and by brand (across suppliers and OTAs). Compete’s ability to track consumers across websites without double-counting/false positives allows the Travel practice to provide the most realistic assessment of the potential for travel business.
Compete’s OTA/supplier benchmarking details the channel risks, tensions and opportunities across both OTAs and travel suppliers for marketers.