Keen to avoid the “PPC slug-fest”, On the Beach developed a TV campaign to subvert Christmas ad season and reflect Britain’s unashamed love of a package holiday.
In the latest episode of Marketing Week’s podcast series, TUI’s CMO Katie McAlister and global brand and content director, Toby Horry, share how adversity helped the business develop an award-winning marketing team.
While few scandals have a strong lasting impact, P&O Ferries remains a long way off recovering its brand health after abruptly sacking 800 staff last year.
Despite suffering the adverse effects of Covid, TUI decided to come out swinging with a new purpose, strategy and identity designed to futureproof the brand until 2027 and beyond.
The travel firm has increased booking value by 31% compared to pre-pandemic levels thanks to its focus on brand, tech and enhancing the customer experience.
While last year the airline faced pre-tax losses of £1.1bn, this year that number has narrowed to £178m after flying an additional 50 million passengers.
In the second iteration of its ‘Rest Easy’ brand platform, Premier Inn is honing in on its reliability messaging as its customers move away from post-pandemic travel, towards a cost of living crisis.
On the Beach’s CFO Shaun Morton and CMO Zoe Harris agree the best thing a marketer can do to build a strong bond with finance is show how they can help the business deliver the P&L.
Marketing Week reveals the top 10 marketers in travel, leisure and hospitality, part of our Top 100 Most Effective Marketers, sponsored by Tag.
Despite getting a less than favourable reaction to our latest ad on Twitter – one user said they wanted to murder the person who made it – the On The Beach marketing team gained five valuable lessons, which are taking us forward.
Data shows airlines are taking a significant hit to their brand health from the ongoing disruption at British airports. But former industry marketers say the real challenge is the long game.
Expedia says it is bucking the norm for travel booking firms by focusing on growing customer lifetime value and retention over chasing individual transactions online.
One of the “biggest hurdles” for the hotel giant behind Holiday Inn and Crowne Plaza is customers don’t realise its 17 brands are connected, says vice-president of masterbrand strategy Connor Smith.
Airbnb is poised to “modestly” increase marketing spend in the second half of the year as it eyes expansion into new markets.
Robert Birge will be returning to the travel industry after more than two years leading marketing at online fashion giant Asos.