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Transport & tourism

Transport & tourism covers a range of travel-based categories, including airlines, hotels and destinations. Marketing for airlines and hotels often combines brand advertising with data-based loyalty initiatives. Destination marketing, usually funded by national or local authorities, is increasingly a specialism in its own right.

Key Reading

Important papers from across the Warc database

This article discusses the rise of the 'sharing economy', which is enabled by increased levels of global connectedness and has revolutionised the travel category. It uses the example of a peer-to-peer car sharing marketplace to show the business opportunity the sharing economy represents.
How the airline made large amounts of data more manageable and accessible for business decisions.
How the holiday rental giant has leveraged marketing at a time of rapid company growth.
How Holiday Inn planned for and executed the global relaunch of its complex brand family.

Case Study

This case study details how Monarch Airlines, a British holiday airline, increased bookings and brand awareness in the UK through themed marketing.

Case Study

This case study describes a campaign by UK train operator Virgin Trains which created an interactive portal to collect and collate customer sentiment in order to improve customer experience and satisfaction.

Case Study

This case study details how Kuoni, a luxury holidays company, promoted Indian Ocean holidays through photo editorials focusing on how sand differentiated the various destinations.

Case Study

This case study details how easyJet, the British aviation company, made use of email to increase engagement among its customers.

Case Study

This case study demonstrates how Hilton, an American hospitality group, drove digital direct bookings across the UK, Germany, UAE and Saudi Arabia with the help of a multi-platform, cross-market campaign.

Case Study

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.
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Article

This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.

Article

This event report outlines how MGM Resorts International, the hotels and entertainment group, delivers uniquely engaging experiences to guests visiting its Las Vegas-based hotels and casinos.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc. Included is a strategic evaluation with key facts about the Irish company, competitive positioning against comparative brands, and assessment of its position in the travel market.

Article

This article summarises some of the key findings into the digital behaviours and purchase journeys of vacation buyers, presented in infographic format.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

Article

This Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.

Article

This Company Profile from Euromonitor provides key details and analysis of Emirates Group, the owner of brands such as Emirates airline, SkyCargo, and Dnata.
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  1. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  2. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  3. Article

    This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.

  4. Article

    This article outlines how Uber, the ride-hailing app, built its presence in Hong Kong with A/B testing, experiential marketing and a highly-localized approach to omni-channel outreach.

  5. Article

    This case study shows how Tigerair, an Australian low-cost airline, improved its very low customer consideration scores with a humorous and highly shareable campaign.

  6. Article

    This case study describes how Scoot Airlines, a low-cost Singaporean carrier, optimised its social media usage and raised business results through a more scientific approach to social.

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