Destination effectiveness: travel brands on TV took place on Wednesday 18th September at the Ham Yard Hotel. The event is now available to watch on demand by selecting the sessions above.
It may be peak holiday season now, but marketers in the travel sector are already thinking about winter breaks and next year’s bookings. Travel is an industry that is always looking forwards. Yes, towards future bookings, but also towards greater innovation. Today’s customers demand ever more personalised, efficient and frictionless services. And, with new players entering the market all the time, strong brands are essential.
So communications and brands have a critical role to play. Travel businesses, both those with a high-street presence and online-only operators, invest strongly in TV advertising because it is so responsive – last year they invested over £200 million in TV. This event explored why TV works so well for them, how it is evolving to provide advanced advertising for this sector, and how travel marketers can make their media investments across the board more effective.
To help us do this, we got the inside track from travel brands that have used TV to their advantage and explored different media strategies from experts in the industry.
An overview of the travel sector
Aino Tan, Insight Lead, Transportation, Hospitality and Services, and Danielle Rawson, Director, Travel and Aviation, Deloitte, shared a bird’s eye view of the travel sector, the UK consumer and their spend on travel, key travel trends that are on the rise as well as takeaways for agencies and marketers working within the sector.
What does advertising success look like in travel?
Matt Hill, Director of Research & Planning, Thinkbox, took us through the travel sector findings from ‘Profit Ability; the business case for advertising’, the landmark effectiveness study from Ebiquity and Gain Theory. What level of profit returns should travel businesses expect from their media investments in the short and long term? And what’s the likelihood of success across channels?
Cruising to success
Maria McHugh, Planning Partner, Founded, presented the P&O Cruises story and evolving brand strategy over time, as well as showcasing the research behind the creative.
The Story of TUI
Toby Horry, Brand and Content Director, TUI, talked about their long term commitment to TV as well as deepening the emotional connection with its consumers whilst strengthening consideration.
Travel on TV panel session
Stephanie Trivass, Head of ATL Advertising, Secret Escapes, and Christian Poole, Marketing Director, Travel Republic were re-joined by Maria McHugh and Toby Horry. They discussed and offered advice for advertisers and agencies on how new and established travel companies can get the best out of their communications. Hosted by Matt Hill.