QUICK HIT: Organic Search is the Primary Acquisition Channel for Travel
Performance Horizon, together with WBR Digital, put together an industry report that benchmarks the digital marketing efforts in the travel industry and some results could influence how marketing spend is allocated in other verticals as well.
Findings from the Performance Horizon report include...
+ Organic search primarily drives customer acquisition for respondents (78 percent) followed by email marketing (71 percent).
+ Email marketing (81 percent) primarily drives customer retention in travel companies followed by social media (63 percent) and retargeting (37 percent).
+ Seventy-seven percent of global travel executives are under increased pressure to measure the business impact of each of their marketing activities.
+ The top seven percent of digital travel brands generate 80 percent of their annual revenues through performance marketing programs.