Phoenix Marketing International Online Travel Audit Reveals The Top Ads In The Online Travel Industry
April 17, 2014
Business and leisure travelers agree the most persuasive travel site ad in market is Trivago’s The Perfect Hotel
Rhinebeck, NY – Phoenix Marketing International, one of the top consultative research companies in the U.S., has been revealing details from the company’s recently launched Online Travel Audit, a comprehensive industry study of the most prominent online travel brands.
The audit looked at 50+ television advertisements from over 30 different travel search and reservation websites plus other travel-related categories such as hotel and car rental, including advertisers such as American Airlines, Southwest, United, Enterprise Rent-A-Car, Hotwire.com, Hilton, Priceline.com, and Trivago.
One of the audit’s most important insights shows that among both business and leisure travelers, the most compelling travel site advertisement in market is Trivago’s The Perfect Hotel. The clear, informative spot positions Trivago as a brand worthy of consideration. An astounding 55% of leisure and 50% of business travelers say they are more likely to consider using Trivago after seeing the ad, compared to a travel category norm of 27%.
Some other brand inspired insights:
- Priceline.com’s successful leveraging of celebrities, such as William Shatner and more recently, Kaley Cuoco, gives them the highest score in branding and breakthrough. Their unmistakable style has 69% of leisure and 67% of business travelers recalling seeing their Express Deals ads, outpacing the 44% travel norm.
- Hotwire.com is among the leaders at showcasing a “travel provider I’d like to use” at 45%. Their problem-solution approach, which utilizes a relatable couple to show how the site can save money on hotels’ excess room inventory, makes their site especially appealing to bargain-seeking leisure travelers.
- The most buzzworthy ad in the category is Enterprise Rent-A-Car’s 50 Million Tree Pledge, with 30% of travelers likely to speak positively about the ad to others. The ad drives an improved impression of Enterprise by leveraging a charitable effort to add a new dimension to their brand story. After seeing the ad, 60% of people feel better overall about the company compared to a travel average of 36%.
- American Airlines’ campaign #newamerican makes business travelers stop and think about the brand in a new way. The ad, Time Flies, showcases a variety of in-flight amenities, and tells something new about the company (54%). Upon seeing the ad, 46% of business travelers want to learn more about the brand vs. a norm of 33%.
“Our research shows that a good travel advertisement is about more than simply getting your brand name out there,” said John Antonello, Managing Director of Phoenix Travel and Leisure. “It’s about creating a feeling, unique to your company that would never be mistaken for a competitor. The travel industry is all about brand substance balanced with style.”
In the coming weeks additional findings will be released from the audit. Ads from top Orlando destinations such as Disney, Universal and Visit Orlando are also included in this study.
About Phoenix Marketing International
Phoenix Marketing International is a premier global marketing services firm providing its clients with tailored, unique insight into their customers and markets via a wealth of existing proprietary data. Coupled with custom research products and the latest qualitative and quantitative techniques, Phoenix has extensive research experience across the Automotive, Financial Services, Healthcare, Converged Technology and Media, Restaurant, and Travel/Leisure sectors. From the strategic definition of consumer needs to effective marketing program implementation, PMI provides profit-driven market solutions and is committed to maximizing a client’s Return on Marketing Investment (ROMI) by leveraging the ability to attract and retain new business through cost efficient data acquisition and statistical modeling techniques. Founded in 1999 by Chairman and CEO, Allen R. DeCotiis and President, Martha Rea, Phoenix Marketing International has established its global presence with offices in major locations such as New York, New Jersey, Boston, Philadelphia, Raleigh/Durham, Detroit, and London.