The report was based on data from a survey conducted in May 2016 of 78 global marketing executives who work in the travel industry.
Some 78% of respondents say organic search is a primary driver of customer acquisition for their travel organization; 71% email is a primary driver of new business, 69% say paid search, 65% social media, and 50% retargeting.
Some 81% of respondents say email marketing is a primary driver of customer retention; 63% say social media is a primary driver, 37% retargeting, and 37% organic search.
Travel industry executives say paid search, email, SEO, and display advertising are the channels/tactics which get the highest percentage of marketing spend, on average.
Some 87% of travel marketers say sales via their mobile app are expected to increase this year, and 97% say sales through via mobile website are expected to increase.
About the research: The report was based on data from a survey conducted in May 2016 of 78 global travel marketing executives.