The UK travel operators turn to online marketing for driving sales

It’s that time of the year when most families plan their summer holidays. The travel industry in the UK, having realised the potential of the Internet, is leveraging its power and reach to drive sales. Indeed, online travel is now a big business. Even for traditional bricks-and-mortar tour operators, the Internet now delivers nearly half of their sales. No surprise, most major travel operators opt to employ a powerful mix of television and online marketing to reach out to consumers. For example, MyTravel has come up with a major banner campaign that proclaims the “sunshine is on sale”. On the other hand, Thomas Cook through its web-based announcements is driving attention to its cost-effective summer holidays. Travelodge is running a banner along with its email marketing campaign for its £19 rooms whereas Haven is offering Easter breaks from £149 for the entire family.

Sending out the right message to users and delivering it through the right channels holds the key. Keeping this in mind, a creative and marketing synergy is being built between the TV and online advertisements. Supporting their TV campaign push, Center Parcs also launched their biggest ever online marketing push in the first two months of 2008 - with well over £300,000 to be spent online. There’s no doubt that Web features prominently in the promotional plans of all leading travel firms that want to attract savvy, smart Internet users.