Transport & tourism

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

News • 04 June 2020

The travel industry has been hard hit by the COVID-19 pandemic, but there are signs, in Asia-Pacific at least, that things are starting to look up.

Keeping travel alive in APAC: Three brands getting it right

Article • Low Lai Chow, WARC COVID-19 Series, Web in Travel Virtual panel, May 2020

Sojern’s Katy Gallagher outlines silver linings for the travel sector in APAC as the measures to contain the COVID-19 pandemic progress.

Milliseconds make millions: A study on how improvements in mobile site speed positively affect a brand’s bottom line

Article • Research on WARC, May 2020

Looks at how the rise of customer expectations and increasing use of smartphones are amplifying the need for mobile speed.

Expedia Group plans complete marketing “reset” for the recovery

Article • Stephen Whiteside, WARC COVID-19 Series, May 2020

Expedia Group, the owner of various online travel platforms, is using the disruption of the COVID-19 pandemic to transform its marketing operations.

Planning for the future of travel after COVID-19

Article • Will Grundy, WARC COVID-19 Series, May 2020

Travel brands have been among the hardest hit by COVID-19, but can take action now to stay top of mind post-lockdown.

Global tourism could plummet 80% in 2020, says UNWTO

News • 12 May 2020

International tourism could be facing a fall of between 60–80% over the course of 2020 due to COVID-19, the United Nations World Tourism Organisation forecasts.

Travel and entertainment sectors “shut down” as digital advertising adjusts to new uncertainties

Article • Geoffrey Precourt, WARC COVID-19 Series, ARF Coronavirus Virtual Town Hall, March 2020

COVID-19 will have a varied impact on particular industries, and requires careful on-going analysis among marketers given the rapid pace of change.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Awards, Gold, Effective Use of Brand Purpose, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

Six ways for coronavirus-hit travel to bounce back in North Asia

Article • Low Lai Chow, WARC COVID-19 Series, Web in Travel Virtual, March 2020

A Web in Travel webinar outlines how the badly-hit travel sector in China, Hong Kong, Taiwan and South Korea can position themselves for recovery.

GlobalWebIndex Coronavirus Research, Series Two: Travel & Commuting

Research Paper • GlobalWebIndex (GWI), WARC COVID-19 Series, March 2020

Details data collected by GlobalWebIndex between March 13-16th in the US and UK, dedicated to the travel andtransportation industries in the coronavirus outbreak.

Hybrid segmentation: Delivering against brand and comms, innovation and CRM strategies

Article • Paul Jackson, WARC Exclusive, March 2020

Paul Jackson, head of advanced analytics, Bonamy Finch writes how hybrid segmentation empowered a leading tourism company to drive additional revenue.

Black & Abroad: Go Back To Africa

Rankings • WARC Creative 100, 2020

Black & Abroad, a cultural collective dedicated to redefining world experiences for the modern Black traveller, increased visibility in the US by erasing racist comments telling African Americans to go back to Africa and replacing them with a positive vision of Africa.

Behind Booking.com’s in-house research agency

Article • Sam Peña-Taylor, Event Reports, IIeX, February 2020

Dutch travel website Booking built a research capability from scratch that has developed into a strategic insights consultancy within the company.

Carnival creates an “experiential Internet of Things” to deliver personalized travel experiences

Article • Stephen Whiteside, Event Reports, CES, January 2020

Princess Cruises, a unit of Carnival Corporation, has built an “experiential Internet of Things” that allows it to understand and serve consumers in almost real time.

YouGov Ad of the Month – UK: On the Beach

Opinion • BrandIndex, January 2020

During December, On the Beach achieved the highest uplift in Ad Awareness of any brand in the UK. With many brands releasing Christmas adverts in November, travel provider On the Beach takes the title as December 2019’s ad of the month.

Getting to peak personalisation: How travel brands are making the climb to compelling data-driven marketing

Article • Research on WARC, December 2019

Looks at how travel brands are using data-driven marketing to achieve peak personalisation.

A “hybrid-segmentation” project conducted in collaboration with TUI-UK

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research, 2019

TUI, a travel and tourism operator, provides an overview of a hybrid-segmentation project conducted in the UK to overcome the serious limitations of solus survey and database approaches.

How TUI’s relentless focus on reach and awareness cleared the way for its rebrand from Thomson

Article • Alex Brownsell, Event Reports, Thinkbox: Destination effectiveness - Travel brands on TV, September 2019

Looks at the rebranding of UK travel brand Thomson in line with parent company TUI.

Capitalising on sustainability in Asia’s mobile era: Expedia’s Global Head of Mobile Marketing and App Ecosystems, Gabriel Garcia

Opinion • Gabey Goh, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Booking.com: Data-proofed social campaign

Case Study • Camille Lin, Linda Qin, Doris Xu, Nicholas Short, WARC Media Awards, Bronze, Best Use of Data, 2019

As a newcomer in China, Booking.com sought to build strong audience connections in what is a fiercely competitive online travel industry.

Hillside Beach Club: Feel Good App

Case Study • MMA Smarties, Bronze, Turkey, 2019

Hillside Beach Club, a hotel brand, gave guests the chance to pick what movie would be screened on movie night through its app to encourage downloads and usage.

Center Parcs: Making Center Parcs a Badge of Pride

Case Study • Account Planning Group - (UK), Entrant, 2019

Center Parcs, a short-break holiday company, used "freedom" to bring UK families closer together and closer to the brand.

Amadeus expands travel audience advertising platform to Asia Pacific

News • 14 October 2019

Travel technology company Amadeus has launched its advertising platform travel audience in Asia Pacific, which is aimed at helping advertisers reach consumers in the largest and fastest growing travel market in the world.

Singapore Tourism Board ramps up MICE and destination tourism efforts

News • 12 September 2019

The Singapore Tourism Board (STB) has announced new incentives and partnerships to benefit from opportunities in the Meetings, Incentives, Conventions and Exhibitions (MICE) sector.