Travel companies are putting significant investment into offline promotion but failing to translate it to the digital world.
A Facebook marketing exec says there’s little distinction between brands in online marketing for travel.
Neasa Costin, travel vertical lead in EMEA for global marketing solutions for Facebook, points to the investment in trade shows such as World Travel Market, compared with money devoted to online marketing (we’re not talking about the marketing billions of the large OTAs here).
Speaking during a session, organised by Travel Perspective, she says that lack of differentiation is a challenge for many travel companies.
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