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Research report: Online Travel Advertising: Success Factors And Recommendations For Improved Effectiveness.

Concludes: "Online advertising is an integral part of almost every travel marketer’s strategy and while it’s working well for most companies, there is still significant room for improvement. Those companies that have benefited most from the medium have committed resources and dollars to thoroughly understanding ROI and performance metrics, and test and optimize their campaigns meticulously.

While driving sales is the most popular objective of online travel campaigns, branding is finding a place among the plans of more sophisticated advertisers willing to measure awareness and recall beyond click-throughs and sales. While the simplicity and clarity of an offer is paramount to a campaign’s success, smart targeting and creative interactivity can further improve performance and ROI. Many travel marketers have found success with point-of-purchase and destination targeted campaigns on travel-oriented sites. And while pricing models have swung heavily towards CPA in the past year, pricing will become less flexible as a few powerful ad-supported sites take hold of the market."

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