The aim of this study was to identify emerging trends in digital marketing and develop region-specific digital marketing recommendations for Visit Finland across 9 countries: UK, Germany, France, Italy, Netherlands, Russia, Japan, China, South Korea.
A framework for understanding the emerging trends and factors that influenced the global travel sector was developed. When considering which digital channels would be the best to pursue in each region, four key elements were taken into consideration: technology, customers, region and leading digital platforms.
In addition to analyzing global regions and specific markets in an effort to identify key digital travel channels, a review of top thought-leadership publications on the travel industry was made from sources around the world. As a result, 8 emerging mega-trends that will affect the travel industry in the years ahead was identified.
Optimizing digital channels for marketing and promotions in the travel industry
Corporate: ORC International
Helsinki, Visit Finland, 2017
Pages: 159 s.
- T2017 Optimizing digital channels (pdf, 9 MB)