Travel companies must prioritise exciting content to counter cookie exit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2021, 2:38 PM UTC

With internet giants Apple and Google ushering their digital privacy-boosting initiatives, companies across industries need to adapt to an evolving privacy landscape.

Travel companies are bound to face the brunt of the cookie exit as well. Recent privacy moves will disable travel marketers from efficiently measuring ROIs of digital marketing campaigns when it comes to smaller travel companies.

More prominent entities like Marriot International and Expedia Group, with 150 million and 145 million program members, respectively, have an existent, vast bank of first-party data. Midsize and smaller travel players must now focus on creating exciting website content, social media posts and effective SEO.

Similarly, companies must invest in public relations and influencer marketing and rely on tactics like hosting webinars. Smaller travel companies must also consider getting professional support, like an advertising representative with a tech giant, on board.

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