U.S. Travel Firms Flex Marketing Muscle to Lure Travelers Seeking Sun and Sand

Jumat, 13 Mei 2022 | 17:28 WIB
U.S. Travel Firms Flex Marketing Muscle to Lure Travelers Seeking Sun and Sand
[ILUSTRASI. FILE PHOTO: A 3D printed people's models are seen in front of a displayed Airbnb logo in this illustration taken, June 8, 2016. REUTERS/Dado Ruvic/Illustration/File Photo]
Reporter: Sumber: Reuters | Editor: Thomas Hadiwinata

KONTAN.CO.ID - May 13 (Reuters) - U.S. travel booking firms are spending heavily on marketing to get more people to book flights and accommodation on their apps and websites as they look to make the most of a post-pandemic boom in tourism during the upcoming summer season.

After becoming one of the biggest victims of the health crisis, companies including Airbnb Inc, Booking Holdings Inc, Expedia Group Inc and Tripadvisor Inc have quickly turned a corner due to unprecedented demand for travel from pandemic-weary Americans.

About six in 10 Americans have made plans to do at least one summer trip this year, according to monthly data from non-profit firm U.S. Travel Association released in April. "This could be the biggest summer of travel in our lifetime and the last thing anyone would want to do is miss out," Bernstein analyst Richard Clarke told Reuters.

Baca Juga: U.S. Senate Confirms Powell for Second Term as Fed Chief in Bipartisan Vote

The U.S. travel industry is expected to spend 14.2%, or about $4 billion, of their marketing budget this year for digital advertising, according to market research firm Insider Intelligence.

Although the boost in spending is expected to create a dent in profits in the short-term, benefits from the effort may far outweigh costs in the coming years, as travel demand is only set to soar.

"Customers are ready to pay premium prices for bookings. There's been a lot of savings over the last two years ... so even with inflation, there's enough customers that will pay higher prices just to get some travel in," HotelPlanner Chief Executive Tim Hentschel told Reuters.

For example, ticket prices in March for U.S. domestic flights were 15% higher month-on-month, according to Adobe Digital Economy Index, but that rise has not hit demand for flying, suggesting Americans are shrugging off the impact of surging inflation at least for now.

Travel firms are going all out to woo vacationers and are taking all possible measures from sprucing up their websites to offering innovative services.

Earlier this month, Airbnb finance chief Dave Stephenson said the company was increasing its "marketing dollars", though it would stay relatively consistent as a percentage of revenue.

On Wednesday, the San Francisco-based company revamped its app and website to allow travelers to split their holidays between two properties and book homes by browsing through an extensive list of categories without the need of entering a destination. Read full story

Meanwhile, Booking said it expects marketing spend in the second quarter to form a slightly bigger percentage of its gross bookings versus pre-pandemic levels whereas rival Expedia expects to "spend into the (travel) recovery".

Baca Juga: Gold Faces Fourth Weekly Loss as Dollar Rally Saps Appeal

Marketing and advertising costs form the bulk of the overall expenses at most travel companies, which have to look for new and innovative ways to keep people interested in their products.

Booking's marketing expenses accounted for about 46% of its total operating expenses in the first quarter, while Expedia's selling and marketing spend was nearly 60% of costs and expenses.

"We think that this year, in a recovering travel marketplace, there's potentially once in a generation opportunity to really lean into both marketing and merchandising," Booking Chief Financial Officer David Goulden said earlier this month.

Bagikan

Berita Terbaru

Petrosea (PTRO) Menepis Isu Sinergi Dengan Cakra Buana (CBRE)
| Sabtu, 06 September 2025 | 06:16 WIB

Petrosea (PTRO) Menepis Isu Sinergi Dengan Cakra Buana (CBRE)

Transaksi tersebut bagian dari strategi pengembangan usaha dan diversifikasi ke sektor minyak dan gas bumi. 

Stop Flexing Pejabat
| Sabtu, 06 September 2025 | 06:12 WIB

Stop Flexing Pejabat

Ajang pamer kemewahan ini menimbulkan sakit hati masyarakat luas karena pejabat bisa menikmati hidup mewah dengan menggunakan dana dari negara.

Rupiah Melemah: Demo & Data AS Pengaruhi Nilai Tukar
| Sabtu, 06 September 2025 | 06:10 WIB

Rupiah Melemah: Demo & Data AS Pengaruhi Nilai Tukar

Nilai tukar rupiah melemah terhadap dolar AS sepekan terakhir akibat aksi demonstrasi dalam negeri dan rilis data ekonomi AS.

Simak Profil Pakuan (UANG) yang Kini Masuk Jajaran Portofolio Investasi Happy Hapsoro
| Sabtu, 06 September 2025 | 05:53 WIB

Simak Profil Pakuan (UANG) yang Kini Masuk Jajaran Portofolio Investasi Happy Hapsoro

Pakuan merupakan bagian dari Vasanta Grooup, sebuah perusahaan pengembang proyek real estate yang didirikan pada tahun 2015.

Harga Emas Logam Mulia Antam Bisa Menembus Rp 2,25 Juta
| Sabtu, 06 September 2025 | 05:40 WIB

Harga Emas Logam Mulia Antam Bisa Menembus Rp 2,25 Juta

Pergerakan emas Antam amat bergantung pada pergerakan emas dunia dan nilai tukar rupiah terhadap dolar AS.

Kisah Investasi Teddy Wishadi BNI Sekuritas: Deposito ke Saham
| Sabtu, 06 September 2025 | 03:59 WIB

Kisah Investasi Teddy Wishadi BNI Sekuritas: Deposito ke Saham

Teddy Wishadi, Direktur BNI Sekuritas, berbagi kisah investasi. Pelajari evolusi instrumen dan strategi investasi dari deposito ke saham.

Semen Baturaja: Laba Meroket 989%, Apa Strateginya?
| Sabtu, 06 September 2025 | 03:58 WIB

Semen Baturaja: Laba Meroket 989%, Apa Strateginya?

PT Semen Baturaja Tbk (SMBR) raih lonjakan laba bersih 989% semester I-2025. Simak strategi efisiensi logistik, digitalisasi, dan produk turunan.

Danantara Bersiap Menggarap 33 Proyek Listrik Tenaga Sampah
| Sabtu, 06 September 2025 | 03:57 WIB

Danantara Bersiap Menggarap 33 Proyek Listrik Tenaga Sampah

Danantara kini tengah menunggu beleid aturan yang bakal menjadi pedoman untuk menggarap proyek listrik tenaga sampah. 

Giro Bikin DPK Bank Tumbuh Lebih Kencang
| Sabtu, 06 September 2025 | 03:56 WIB

Giro Bikin DPK Bank Tumbuh Lebih Kencang

Dana pinak ketiga (DPK) yang tersimpan di perbankan naik 7% secara tahunan menjadi Rp 9.294 triliun per Juli 2025.

PTPP Kembali Digugat PKPU, Kali Ini Oleh Dua Perusahaan Konstruksi di Tangerang
| Jumat, 05 September 2025 | 09:20 WIB

PTPP Kembali Digugat PKPU, Kali Ini Oleh Dua Perusahaan Konstruksi di Tangerang

Kas dan setara kas PTPP turun hingga 41% YoY dari Rp 4,32 triliun di semester I-2024 menjadi Rp 2,54 triliun di semester I-2025.

INDEKS BERITA

Terpopuler