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Travel Trends And Affiliate Marketing
 

Travel Trends And Affiliate Marketing

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Topic: Industry Trends for Travel In the Current Economic Market - Where Affiliates Can Capitalize ...

Topic: Industry Trends for Travel In the Current Economic Market - Where Affiliates Can Capitalize

Consumers are spending less and that is affecting personal and business travel budgets. There are still plenty of opportunities out there for smart affiliate marketers. This session will explore emerging trends in the travel business and offer affiliate marketers ideas and options for improving their affiliate travel promotion efforts.

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    Travel Trends And Affiliate Marketing Travel Trends And Affiliate Marketing Presentation Transcript

    • Trends in the Travel Industry How Affiliates Can Capitalize… Lena Siara Huang eCommerce Manager, Marriott International g June 2009
    • Travel Industry Trends …online travel growth …what is happening in travel in the current economic market? Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 2
    • Online Travel Growth Provides Opportunities for Affiliates Travel is the #1 advertiser sector in the affiliate industry and accounts for 30% Online travel's growth continues to exceed that of the market as a whole. 47.2% of affiliate shoppers have an average HH income of over $75K compared to 40% of the average internet shopper. Sources: eMarketer; JupiterResearch; E-consultancy Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 3
    • 2009 Travel Trends…the industry is adapting… Intl. SEO New Value Conscious Multilingual Consumers Online World International Travel Deals Packages ization Food & Beverage Ancillary Weekend Revenue Getaways Free Banquets Breakfast Travel Mobile Emerging Trends Value Added Wi-fi On the Go Channels Propositions Meaningful Widgets New Consumer Technologies Experience Green Online Video Experiences Travel is Geo- Reviews Social Targeting New Search Sharing Behavior Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 4
    • The Travel Consumer …travel behavior by generation …domestic and international travelers Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 5
    • Travel Behavior By Generation – Who books the most? US travelers are not a single block of people. Examining travelers’ behavior by generation identifies important differences 72% Boomers and Gen X are the 30% main Bookers overall . Sources: Forrester Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 6
    • Travel Behavior By Generation – Who target next? Lookers Bookers Sideliners 60.0% 55% 50.0% 50 0% The main Sideliners are 44% Seniors and Gen Y 40.0% 40% 30.0% 20.0% Gen Y make up 71M or 25% p % 10.0% of the US population 0.0% -10.0% 20.6 M 37.9 M 48.3 M 15.1 M 121.9 M Gen Y Gen X Boomers Seniors Total Sources: Forrester Gen Y are… Don’t ignore Gen Y! are early adopters, and the ultimate wireless consumers are an early indicator of what will have mass appeal they still form brand loyalties are confident about the future Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 7
    • Domestic & International Travelers – Who are they? Despite the current US economy, more than 24 M US online leisure travelers traveled internationally in 2008 International travelers take more trips on average with air hotel and rental cars trips, average, air, hotel, They are more quality-focused, and highly engaged with technology 90% of International travelers are Bookers Sources: Forrester Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 8
    • Domestic & International Travelers – Reasons for Travel 52% 41% 28% Win them! Engage & inspire. Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 9
    • Tips for Travel Affiliates …so what does this mean for affiliates? …how can affiliates capitalize in this economy? Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 10
    • 8 Tips for affiliates – Maximize your revenue in travel… #1 Improve customer targeting Who are your site visitors? Are you capturing everyone? #2 Target by segments & create the right content Make suggestions/ give recommendations – Travel Tips! Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 11
    • 8 Tips for affiliates who want to promote travel… #3 Use new technologies & fresh creative Online Videos & Widgets Data Feeds Custom Link Generator Search Box Banners S hB B Banners for different customers Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 12
    • 8 Tips for affiliates who want to promote travel… #4 Take advantage of deals and promotions They will increase conversion rates! But don’t rely on price and deals only #5 Use value-added propositions Work on that messaging – What makes this product/ service different? Create an experience (emotional benefits) Inspire trust Ancillary revenue Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 13
    • 8 Tips for affiliates who want to promote travel… #6 Establish a member base Create loyalty and add a new revenue stream #7 Explore new marketing models Are you sure you’ve tapped into all major revenue driving channels? Social Target Audience Destination site Email Blogs Deals Mall Loyalty Search Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 14
    • 8 Tips for affiliates who want to promote travel… #8 Explore international markets and affiliate programs The internet is global. There are many more customers to be gained. Global Expansion – Things to consider Market potential How developed is eCommerce in this market/ country Existing affiliate industry Awareness of your products/ services/ brand Local representation/ Language constraints Choosing the right affiliate network Technical and cost considerations Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 15
    • Questions? Lena Siara Huang L Si H eCommerce Manager – Affiliate Marketing Marriott International +1-301 380 7780 1 301 380-7780 Lena.Huang@Marriott.com www.Marriott.com | www.Marriott.co.uk Lena Siara Huang – Trends in the Travel Industry & How Affiliates Can Capitalize June 2009 16