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Online Travel

Travel CMOs Weigh Keeping Brands on TV in a Digital Marketing World

Dan Peltier

Photo Credit: (From left) Julie Cary, CMO of La Quinta; Kathy Tan Mayor, CMO of Carnival Cruise Line; Lisa Ronson, CMO of Tourism Australia, and Skift CEO Rafat Ali. They appeared at the Skift Global Forum in New York City September 27, 2017. Skift

Skift Take

Some travel brands are still hooked on TV and see the value in creating ads for that medium, and then repurposing TV content for other platforms. In those varied other platforms, they can try and reach diverse audiences wherever they watch their content.

Look no further than this year's Primetime Emmy Awards to signal that TV programming operates in an increasingly competitive environment with streaming services like Hulu and Netflix, for example, raking in several of the top awards at the September 17 awards show. Travel brand chief marketing officers are watching the rise of streaming and other digital platforms and shifting their marketing budgets as consumer behavior also shifts – but some aren't slowing down their investment in traditional TV content. Global companies like TripAdvisor and Expedia's Trivago will spend millions of dollars on TV advertising this year and some of their ads are among the most

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