Key Themes in Online Travel
SEO and PPC play important roles for online travel sites. But the space is getting crowded, and costs are going up. Where's the online travel market heading in the second half of 2008?
SEO and PPC play important roles for online travel sites. But the space is getting crowded, and costs are going up. Where's the online travel market heading in the second half of 2008?
I had the opportunity to attend and moderate panels at an intimate event in Chicago last month, EyeforTravel‘s Online Marketing seminar. Every year, they produce a massive summit in Las Vegas, and also organize a host of smaller, more focused events around the world.
No stranger to the world of search conferences, I still consider myself somewhat of a newbie when it comes to the more established travel industry trade events. However, attending events like these are always beneficial because it bridges the gap between the sophistication of traditional travel and brand marketers with the down and dirty tactics we employ in the SEO/SEM world.
Merging these two worlds is an underlying theme as I go into the process of planning SES Travel events. At travel industry trade shows, we often see the C-level executives, some of whom are keenly aware of the value search marketing brings to an organization, and as a functional SEO, gaining that buy-in and trust of the organization is mission-critical. For those managing mega paid search, driving revenue and maintaining profitable campaigns is top of mind, so that they’ll be rewarded with additional budget.
In today’s tense economic times, there’s even more on the line, so knowing exactly where every dollar is going and estimating the potential return of that spend, puts enormous pressure on the SEO/SEM personnel. Knowing what’s important to the company as a whole can help shape the direction of smart online marketing, and helps to give some clarity as to where to invest time and resources when it comes to search marketing.
At the EyeforTravel event, the executives and the do-ers came together to discuss the “state of the industry,” so today we’ll review those key themes heading into the second half of 2008.
Key Themes in Today’s Online Travel World
I’d be very interested to hear your feedback on these issues and beyond in the travel space, as I look ahead in my calendar to the Getting Vertical Search Right session at SES San Jose.