Out from under a Cloud
Travel brands should look to digital marketing to aid recovery, writes Loulla-Mae Eleftheriou-Smith.
Luke Pollard, head of public affairs at the Association of British Travel Agents (ABTA), went on the offensive at the ABTA Travel Convention in Malta last week, telling delegates: 'The internet is not going away.' This statement, relating to consumer opinion websites, may appear obvious, but it summed up the entire event.
The travel industry has had a tough 18 months, but is now being encouraged to embrace digital marketing and social media as a way to increase consumer confidence in its brands.
The crisis caused by the ash cloud in April hit airlines …
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Publication information: Article title: Out from under a Cloud. Contributors: Not available. Magazine title: Marketing. Publication date: October 27, 2010. Page number: 16. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 2010 Gale Group.
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