In this report, Hitwise details key shifts and trends in online behaviour across the travel & tourism industry, and provide tactics for digital marketers to act on these findings. Hitwise focuses on the following groups: airlines, hoteliers, online travelagents (OTAs) and aggregators, and detail how these players can get more out of their online data sets. The main take aways are:
– Track video search and viewership on channels like YouTube to identify emerging destinations.
– Identify who your subscribers are and what content they engage with to drive engagement.
– Benchmark your competitors’ converting traffic to see which affiliates are working well or not.
– Understand your market share on aggregator sites, as granular as route or destination level.
– Identify new opportunities by tracking not only popular route searches, but alternate route variations selected on aggregator sites.