Travel and leisure companies spend less than 10% of their annual marketing budget on their websites, despite the fact the internet has now replaced the brochure as the main source of information on destinations and availability.
The lion’s share of marketing expenditure still goes on advertising and direct mail, according to a recent survey of tour operators and hotel groups by online design and communications consultancy Emperor.
According to Emperor’s research, companies in the travel sector say they spend less than 10% of their annual marketing budget on their websites. The survey also shows that the days of keeping the website in line with the new season’s brochure are gone. A third of respondents update their website daily, with 80% saying they update their sites weekly.
The survey reveals that, in the majority of cases, the brand and image of a travel website now lasts less than two years before a full redevelopment and rebranding is necessary.