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