Travel marketers increasing mobile spend, app development in 2012
November 21, 2011 | Hotel Marketing
Already an early presence in the mobile space, marketers in the travel segment plan to increase their efforts in 2012, according to the annual Frommer Unlimited Digital Content Trends survey. More than half (54%) of travel companies will be increasing their mobile spend, with 20% keeping it the same.
Mobile is still only the third-most-popular area for travel content marketing investment expansions, however. Both social media marketing (65%) and brand content (55%) are even more likely to see increased investment.
Apps appear to be a favorite among travel companies.
In fact, the iPhone continues to get the most love from the 350 travel organizations included in the research, performed in late September. Seventy-nine percent of travel marketers are planning to develop iPhone apps in 2012. Almost half of these companies already have an iPhone app in the field, and another 30% will support the platform.
Similarly, 39% have an iPad app and another 36% plan to support one in the coming year. When it comes to the increasingly important mobile Web, the Frommer survey finds that 42% of travel organizations currently support a presence, but 32% plan to.
Get the full story at MediaPost
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