Frommer's: 2012 Tourism Digital Marketing Trends Report

In 2012, two-thirds of travel companies plan to spend more of their marketing budget on social media, and more than half plan to target mobile channels.

Frommer's Unlimited Digital Content Trends survey found that 80% of travel companies plan to develop iPhone applications in 2012, while 75% plan to launch similar services for iPad by the end of the year.

At the same time, among the tourism executives surveyed, half of the respondents operate websites in only one language, 1/3 of the respondents operate websites in 2-5 languages, and 1/5 of the respondents operate websites in more than 5 languages.

The survey also showed that a quarter of the respondents hope to operate websites in five languages ​​next year, and 17% of the respondents plan to operate websites in more than five languages.

Frommer's believes that the online market is maturing as travel marketers focus more on the final stage of travel purchase and find ways to convert more visitors into loyal customers.

"This year, many companies put using content to improve conversion rates first, while increasing organic search traffic has dropped to second place," said Giles Longhurst, regional director for Europe, the Middle East and Africa at Frommer's.

Here are some key findings:

Changes in digital marketing budgets in 2012

Changes in various digital marketing costs in 2012

Average cost per visitor across digital marketing channel mix

Growth rate of mobile platforms under development and planned for development in 2012

Changes in digital content in 2012

Changes in the proportion of key digital content

　　Focus on prioritizing content

Content Challenge

Note: The survey was launched in September 2011 and was conducted among 350 travel agencies, including airlines, agents, tour operators, hoteliers, tourism boards, car rental companies, railways, travel insurance, publishing and cruise lines.

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