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The travel industry research authority PhoCusWright is expecting that one third of World’s travel sales will be booked online by 2012, which makes the internet a critical media for Travel organisations. European travelers are spending an increasing amount of time online in order to find the best holiday offer at the most attractive price. For this reason, it is critical for travel marketers to collect accurate data on customer engagement and campaign effectiveness, and to rapidly respond to changing dynamics of demand. Based on Comscore experience working with some of the major leaders in the travel market, Tsjerk Kooistra presents Tips and Tricks that travel marketers need to consider to maximize the value of their online customers.