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How Online Travel Agencies Operate Their Marketing Teams: New Skift Research

Haixia Wang

Skift Take

As modern marketing gets more complex, seamless delivery of marketing success requires a strong and well-executed operations strategy.

Marketing operations have risen as an important discipline in business in the past few years. Yet, core questions remain: Should there be a separate marketing operations specialist or team? What are the responsibilities and decision-making powers of the marketing operations function? In addition, there are broader questions that are related to operations and crucial to marketing success, including how marketing teams should be structured, what functions should report under marketing, and how budgets should be set. To help travel marketing executives see how they

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