Tag Archives for advertising.
I may be playing Captain Obvious here but forward bookings for domestic leisure travel destinations are picking up steam (for a very low base). While one of the easiest places to cut in a pandemic-driven recession is marketing, it’s also one of the places a brand needs to spend to goose business precisely when facing challenging business conditions.
To be among my favorites an ad needs to be more than clever or visually appealing, it needs to be effective and make sense for the brand that’s doing the advertising.
As we come out of the pandemic, and associated recession or depression, there will be empty seats to fill. While on the way down the first and easiest place to cut spending is marketing, we’ll know there’s business to earn and our economy is beginning to recover when we see airline advertising. That means people are ready to fly, and airlines are ready to compete for this business.
Trivago, which is majority-owned by Expedia, along with 7 other companies wants Google to stop trying to collect on first quarter ad spending. These companies bought advertising, sold travel, but in many cases the trips didn’t happen – so they aren’t seeing revenue from those sales.
These companies are looking to the German government for bailouts, and want a bailout from Google as well because these companies would otherwise “be forced to use government loans to pay their debts.” German taxpayers would, in effect, be sending money to Google.
Between March 11 – 22 Hotels.com “spent nearly $3 million on TV ads, with the majority on reality TV and movies.” You don’t have to be Captain Obvious to realize that’s a lower-return investment than a drive through strip club or bottled watered for pets.
Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel -- a topic he has covered since 2002.
Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »
