The current American economy has had its ups and downs causing many to not afford traveling or vacationing. Also, the airline industry has taken people on a new ride. Its rough take off since 9/11 has ricocheted into other travel industries. All of these problems have affected how the travel industry promotes itself.
Technology has changed the face of advertising. Before, a local travel agent would advise about your next vacation. With internet anyone can research for their vacation in the comfort of their home. Also, you don’t have to pay someone to do that work for you which is why travel agents were the first to go when families and individuals started cutting out unnecessary costs. In Ulrike Gretzel article for the Journal of Travel Research he explores how the web is the future for advertising. Companies are creating blogs where people can write about their experience and even upload photos! Marriott International has used this idea and started Mr. Marriott’s blog. However, Gretzel states that because technology changes so quickly:
“It is difficult for most marketing organizations, to keep pace with the evolution of new technologies…, the changes in the consumer market, and growing competition due to increasing globalization”.
Globalization is due to the fact that boundaries can be hopped quickly and easily. Allowing individuals to form their own communities based on travel interest or destinations. Travel corporations are experimenting how to appeal to interest groups by attacking it with many different advertising strategies like search engine optimization and banner ads with Google. How are these strategies going to play out? Get ready for the ride!