Skift Take
Amadeus has taken a more diverse marketing approach than the other travel technology giants, experimenting on different social media channels that are usually used for consumer marketing.
Editor's Note: Following our previous CEO interview series covering online travel, hospitality, and destinations, Skift has launched a new series, this time focused on Chief Marketing Officers.
To better understand the big marketing challenges facing travel brands in an age when consumers are in control, Skift's What Keeps CMOs Up at Night will talk with the leading voices in global marketing from across all the industry's sectors.
These interviews with leaders of hotels, airlines, tourism boards, digital players, agents, tour operators, and more will explore both shared and unique challenges they are facing, where they get insights, and how they best leverage digital insights to make smarter decisions.
For the companies that provide booking solutions and other technological connectivity to players in the travel industry, reaching and building relationships with industry decision makers is crucial.
Amadeus has experimented with a combination of events, social media outreach, and content marketing to reach those making the decisions about what kind of travel technology to use.
Scott Alvis, Amadeus North America's chief marketing officer, told Skift about the challenges of competing in a crowded market, how face-to-face events continue to drive the company's business, and the considerations that big B2B companies like Amadeus have to make when looking to the future of branding and marketing.
An edited version of the discussion is below.
Skift: What are the top marketing challenges that keep you up at night?
Alvis: There's so much going on tha
