2011 Travel Industry Benchmarking: Marketing ROI, Opportunities, and Challenges in Online and Social Media Channels for Destination and Marketing Firms

dc.contributor.authorVerma, Rohit
dc.contributor.authorMcGill, Ken
dc.date.accessioned2020-09-10T15:27:33Z
dc.date.available2020-09-10T15:27:33Z
dc.date.issued2011-04-02
dc.description.abstractSenior lodging and destination marketing executives often make vendor and marketing channel decisions without sufficient time to investigate the ROI of alternative strategies or emerging media choices. An internet-based survey of 426 marketing executives, drawn from the TravelCom 2011 conference and Cornell Center for Hospitality Research database, with support from Vantage Strategy and iPerceptions, found a wide range of expenditures on online marketing, as well as considerable diversity in organizational structures. Two-thirds of the sample comprised accommodation marketers, with the remainder being destination marketers or those responsible for other types of marketing. Nearly three-quarters of the respondents reported spending less than $10,000 on mobile media in 2010, about two thirds spent less than $10,000 on all social media marketing. About 80 percent of the marketers said that they produced Twitter campaigns and social promotions in-house, but such functions as search engine optimization and pay-per-click advertising are largely outsourced. Accommodation firms are more likely to outsource all social media functions, including pay-per-call, Twitter campaigns, and pay-per-click management. Destination marketers, on the other hand, generally handle more functions in-house. Two-thirds of the entire sample said the 2010 e-commerce budgets had increased with respect to 2009. Sixty percent of accommodation marketers anticipated a further increase in 2011, and 71 percent of the destination marketers said their 2011 budgets would increase.
dc.description.legacydownloadsVerma_202011_202011_20Travel_20industry.pdf: 744 downloads, before Aug. 1, 2020.
dc.identifier.other6535329
dc.identifier.urihttps://hdl.handle.net/1813/71154
dc.language.isoen_US
dc.rightsRequired Publisher Statement: © Cornell University. This report may not be reproduced or distributed without the express permission of the publisher
dc.subjecthotels
dc.subjecton-line marketing
dc.subjectmobile media
dc.subjectsocial media
dc.title2011 Travel Industry Benchmarking: Marketing ROI, Opportunities, and Challenges in Online and Social Media Channels for Destination and Marketing Firms
dc.typearticle
local.authorAffiliationVerma, Rohit: rv54@cornell.edu Cornell University
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