Travel industry splashes out on new media

Travel companies are throwing more marketing pounds into new media projects than any other industry, according to findings of a new survey of 213 marketers.

The 2007 Online Marketing survey, which was conducted by UK-based online marketing firm Immediate Future, found nearly three-quarters of travel companies are planning to invest in social media sites this year, while 100% are earmarking funds for e-mail campaigns.

The survey also found that 87% of travel companies plan to invest in search marketing in the next 12 months, up from 80% at present.

With one in five respondents spending more than half of their total marketing budget online, it’s not surprising that about half of respondents felt they could use some education in online campaign tracking.

Interestingly, travel companies lag behind other industries, including retail and financial services, when it comes to using mobile technology for marketing purposes, with only 6% investing in mobile campaigns.

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