Advertising and communication in tourism 2016

TREND STUDY On February 4, 2016, Mair Dumont Media published the Marco Polo Study entitled "Advertising and Communication in Tourism" 2016. 298 marketing decision-makers gave their assessment of communication and marketing trends in the travel industry.57 percent of respondents said they expect the leisure travel market to perform well. Last year, that figure was 67 percent. The business travel sector is viewed positively by 41 percent of respondents, which is nine percentage points more than last year.Focus on the Target AudiencesThe primary target groups in the marketing plans remain «Best Agers» at 64 percent and active travelers at 54 percent. Both «young travelers» and business travelers show a surprising increase, from 12 to 26 percent and from 13 to 21 percent, respectively. Social Media: Hit; Mobile Marketing: MissSocial media is establishing itself as the dominant theme in the marketing mix. 86 percent of survey participants stated that social media is treated as a separate marketing discipline. In contrast, the share of strategic mobile marketing in the travel industry has fallen from seventeen to fourteen percent. The Summary  About the study.