TTD: Web accounts for under 10% of travel marketing budgets
Under 10% of annual marketing budgets are being spent by travel companies on their websites, a new survey shows.
The majority of marketing spend still goes on advertising and direct mail, according to the poll of a “representative group” of tour operators and hotel groups by online design and communications consultancy Emperor.
Two thirds of respondents felt their site was no better than, or even behind, those of their competitors. Many found the main obstacle to developing the website was securing budget, suggesting that the web is seen as a low cost communications medium, rather than an opportunity for competitive differentiation. But change was rarely driven by customer expectations. The key drivers were internal factors: new products and services or change in business strategy.
The survey also found that a third of respondents update their website daily, rising to 80% if those updating weekly are included. The survey also revealed that, in the majority of cases, the brand and image of the website now lasts less than two years before a full redevelopment and rebranding is necessary.
The results suggest that it is becoming essential to have an in-house content management system to enable changes to be made quickly and easily. Sixty per cent already have this facility within their marketing departments. Whilst in-house IT departments and external suppliers are still used extensively, the time delays and effort involved in this process means companies need to find alternatives, according to Emperor.
The research also found that agencies and IT departments need to take a more proactive approach to keeping marketing departments up to date with trends and developments. Currently companies are relying on magazines and competitors for ideas; another potential factor contributing to the general view that their websites were no better than, or even behind, those of their competitors.
Emperor director Kingsley James said: “The internet is clearly a key element of the marketing strategy for tour operators and hotels but investment in this area continues to lag behind. Many companies are missing out on the opportunities to exploit new developments in e-marketing and to use their website as an integral part of building their brand and customer experience.”
Report by Phil Davies
Phil Davies
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