This time last year, almost two million travellers had their holiday plans disrupted by the ash cloud crisis, while the impact of strikes was felt across the travel industry. In the winter months, unprecedented snow and ice proved testing for travellers and companies alike.
This year holidaymakers are expecting more from their travel providers, while the companies themselves are expecting more from their agencies. 85% of holidays are now booked with the involvement of the Internet, a figure set to increase with Smartphone usage and demand for travel information on the go. This shows the potential benefits of having a best-in-class online presence, leading to brands honing their digital strategies.
As the 2011 summer season gears up, Pearlfinders has spoken to travel providers for perspectives on marketing trends and challenges this year.