travelthink

  There really is no place like home, unless it’s a hotel which offers free internet connection according to new research from InterContinental Hotels Group which has found that being able to connect online with family and friends is now the top priority for travellers. The global research was commissioned to mark the launch this month [...]

Based on preliminary results of a new ten year,  longitudinal study of social media and social media users, (1,100,000+ online questionnaire responses , covering 73 fmcg categories and 1,500+ individual brands) a new research study conducted by professors in the Integrated Marketing Communication Department at Northwestern University’s Medill School, found that heavy users of social [...]

If there is a silver lining to the sustained economic downturn that now appears to be receding, it is the degree to which hotel owners and operators have learned the importance of paying close attention to the evolving preferences of travellers  The economic pressures of the recession reinforced that no demographic can be ignored, and that [...]

By Javier Gozález-Soria y Moreno de la Santa Many times I have been asked about how a business in the internet era should be built up, what are the key sucess factors. But, in my opinion, the most important is to understand the global picture, ergo, how the customer acquisition works in the digital era. [...]

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. This is clearly wrong, as a study involving more than 7000 consumers have found. This study, conducted by HBS researchers Patrick Spenner and Karen Freeman, have proved that:  Most consumers do [...]

Many travel companies want to throw their resources into quickly building up their Facebook fan base and engagement by running a sweepstakes, but that’s a bad strategy. Focus on your existing customers, and make them fans on Facebook is how to build an army of brand advocates who’d be very happy to share stories on Facebook. And to be [...]

Branded fares are similar to fare families, where amenities are linked to existing fare categories, with higher fares providing more perks. (Fare families are best illustrated by Air Canada’s Tango, Flex, and Latitude fares.). But branded fares have two major distinctions from fare families. First, each fare type is always offered on a flight, unless [...]