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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 explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study explains how Swedish Tourist Association (STF), which manages hotels and hostels across Sweden, increased membership sales in Sweden by helping people be more proud of their country and connecting them with people from abroad via a mobile app.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Case Study

This case study explores how Oetztal Tourismus, a range of hiking hotels in Austria, launched a ski pass in the local area of Soelden, which would be the first of its kind to have a built-in chip to make skiers locatable.

Case Study

This case study explains how American state agency Tennessee Department of Tourist Development used highly personalised pre-roll video ads to increase visits during the summer holiday period.
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This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.


The article explores how content marketing can be used effectively in the travel category, offering examples of localisation and experimental marketing.


This event report explores how Voyage Prive, a flash-sale holiday site, has utilised a learning exercise in order to match advertising images of holidays with people's personal vacation preferences.


This event report describes a campaign from EasyJet, one of Europe's biggest budget airlines, to make its passengers feel involved in the celebrations of its 20th anniversary.


This event report outlines how Marriott International, the hotels group, is creating and distributing a diverse range of digital content.


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.


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.
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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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