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My Secret Work Weapon: My journalism training made me realise marketing is storytelling

03 Oct 2012 | by Laurence Bresh, Marketing director (Northern Europe and Africa) STA Travel.

It's not a traditional route, but it's one I am always grateful for. The thread that runs throughout all the roles is the ability to identify and get to the heart of the story; what is it that will connect with your audience and leave them wanting more? In the case of travel marketing, the story ...

Boeing glides over Dreamliner crisis

09 May 2013 | by Toby Nicol, comms director at World Travel & Tourism Council

(rudder problems). Toby Nicol is comms director at World Travel Tourism Council ...

Editorial: Travel brands get lost

14 Feb 2007 | by Craig Smith, editor

. The MyTravel brand, formerly Airtours, is about to step on the travelator of subsumption that has all ... as it is unimportant to customers. In total, the merger crashes together more than 20 travel brands of varying sizes ... to trim portfolios, even to the extent of offloading strong and still-loved brands, the travel industry ...

Andrew Walmsley on Digital: Travel problems

29 Sep 2009 | by Andrew Walmsley

Consumers buying holidays are visiting more travel websites, reflecting how few meet all...The travel industry has been having a tough time lately, facing pressures both from the economy ... become more demanding. Respondents agreed that the internet has made travel easier, and that its ... to research travel are visiting fewer sites on average, those who make a purchase are looking at more sites ...

CREATIVE STRATEGY: Expedia - a nice break from the usual travel stuff

21 Jul 2011 | by Simon S Kershaw

Travel advertising. Should be a doddle, eh? It's a subject we all love. And its raw materials...Let s break it down. Many of the travel ads you see in the weekend supps haven t been produced ... , it caught out the tourism trade, too. Egypt s ads come from the bland, dreamy school of travel marketing ... modestly? While you ponder that, check out the Expedia ads. Unlike most travel advertisers, they have a ...

Andrew Walmsley on Digital: Bad reviews are good for travel sites

12 Sep 2007

Back in 1996, I was standing on a conference platform talking to a room full of travel agents. I..., and frankly, they weren't impressed. 'People,' one delegate said, 'will always want the advice only a travel ... . Now, travel is one of the biggest commercial sectors online. EasyJet sells more than 90% of its flights online, about 15% of all web searches are travel-related and the European online travel market ...

Mark Kleinman on marketing and the City: BA and Virgin Atlantic rejoin battle

02 Jun 2009 | by Mark Kleinman

The slide in premium travel is about to make Virgin Atlantic and BA's old rivalry turn nasty once...illustrate the gravity of the situation, as revenues from passengers travelling in first and business class fell 21% year on year in February and March. BA relies on the corporate travellers who turn left when ...

CREATIVE STRATEGY: Eurostar's new campaign teases and entices

20 Sep 2012 | by Simon S Kershaw

We seem to have a travel theme going on. Last week, it was British Airways. Now for a brand that

Is Airmiles making a big mistake by ditching its brand equity for Avios? The Marketing Society Forum

14 Sep 2011

Airmiles, the UK travel loyalty programme, is to be renamed Avios, following the merger of British...It was to be expected that BA and Iberia's frequent-traveller programmes would be merged to encourage the use of the wider route network by regular air travellers. The surprise is that the Airmiles consumer collecting ...

Editor's comment: Reassurance can regain trust

14 Oct 2008

This distrust will spread across most sectors. Last week's ABTA Travel Convention in Gran Canaria ... have any concerns about travel, whether you are its own customer or a rival's, it will offer advice ... the best chance of survival. Lucy.barrett@haymarket.com - Travel's low season, page 15. ...

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