News Coverage

According to a new study from the CMO Council’s GeoBranding Center and AIG Travel, What’s Changing the Way You Travel Today?, today’s diverse leisure travelers are smarter, more informed and better prepared than ever before. Beliefs, values and interests are influencing where, how and why people travel. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. While deals, specials and promotions are driving desire and action, visually enriched and personalized digital content channels are making travel experiencesmore alluring and exciting.

Technology has reshaped the travel industry as travellers can almost purchase any travel product on the internet. In a recent study conducted CMO Council’s Geo Branding Centre and AIG Travel, plenty of travellers agreed that the internet and technology innovations have made travel better. Entitled “What’s Changing the Way You Travel Today”, the study revealed that nearly half of the respondents said the internet and device connectivity have made travel better. 

Companies have been trying to adopt customer centricity for nearly 20 years now. But the CMO Council reports that “only 14 percent of marketers say that customer centricity is a hallmark of their companies, and only 11 percent believe their customers would agree with that characterization.”

Hilton has tapped actress Anna Kendrick for its new “Expect Better. Expect Hilton” campaign aimed at offering more flexibility, perks and experiences, and better prices, a news release announced. Hilton’s focus on price matching and other perks could help it lure more younger travelers. Deals and discounts were the top motivators for booking travel for 50% of consumers, according to a survey by the CMO Council’s GeoBranding Center and AIG Travel. However, consumers said that online booking sites do the best job assisting and satisfying travelers, and the sites outperformed travel agents, hospitality and travel deal sites. 

New research from travel insurer AIG entitled What’s Changing the Way You Travel Today? has found that innovations in the tech sphere are driving major changes in travellers’ habits. Modern leisure travellers, AIG states, are ‘smarter, more informed and better prepared than ever before’, and technology is a big influence on how trends are shifting; personalised digital content and special deals and promotions were cited as particular factors.

In this executive roundtable, technology experts offer their insights into how loyalty has evolved as guests have become increasingly “digital-first.” They also share best practices for how operators must attract and maintain a solid loyalty membership base. Liz Miller, Senior Vice President of Marketing, CMO Council, shares her insights into customer loyalty.

According to new research – entitled “What’s Changing the Way You Travel Today” – undertaken by the CMO Council’s GeoBranding Center and AIG Travel, today’s diverse leisure travelers are smarter, more informed and better prepared than ever before. Beliefs, values and interests are influencing where, how and why people travel. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. While deals, specials and promotions are driving desire and action, visually enriched and personalized digital content channels are making travel experiences more alluring and exciting.

Hundreds of millions of travelers are being influenced by the connected economy. Whether you are a smart and well-informed travel planner, a “relaxed nomad” ready to roam without stress or strife, or a deal-seeker on a budget, technology is transforming your travel experience, findings show, in a way that makes it even more accessible and frequent. This article explains the CMO Council's latest report.

According to new research – titled "What's Changing the Way You Travel Today" – undertaken by the CMO Council's GeoBranding Center and AIG Travel, today's diverse leisure travelers are smarter, more informed and better prepared than ever before. Beliefs, values and interests are influencing where, how and why people travel. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations.  While deals, specials and promotions are driving desire and action, visually enriched and personalized digital content channels are making travel experiences more alluring and exciting.

According to new research – entitled “What’s Changing the Way You Travel Today” – undertaken by the CMO Council’s GeoBranding Center and AIG Travel, today’s diverse leisure travellers are smarter, more informed and better prepared than ever before. The research, centred around a survey of more than 2,000 leisure travellers by Pollfishthis summer, yielded some notable statistics. 

Technology is transforming the booking process for travelers of all kinds, from the regimented planners to the last-minute nomads, according to a study from the CMO Council. “What’s Changing the Way You Travel Today,” conducted by the CMO Council’s GeoBranding Center and AIG Travel, finds that leisure travelers are more-informed and better-prepared than ever before.

More than 51 percent of travelers say great deals and discounts are what prompts them to make a travel booking, according to new research by the CMO Council’s GeoBranding Center and AIG Travel. The report, “What’s Changing the Way You Travel Today,” delves into the way in which beliefs, values and interest, as well as new technology and service innovations, are changing the travel landscape.

GeoBranding Center and AIG Travel's findings around the relatively low influence social media plays in affecting travel planning decisions stands out, especially as visually-driven platforms like Instagram have become more popular with consumers. Travel marketers should still put an emphasis on digital, per the survey results, but older tactics like deals and discounts clearly still prove a strong draw in making a purchase, along with personalized online experiences. 

New CMO Council Study Reveals the Impact of Technology on Travel Intention, Selection and Timing

As pressure mounts on marketers to expand their expertise beyond traditional brand, marketing and media benchmarks, the US-based senior vice-president of marketing at CMO Council, Liz Miller, says there are early signs of a swing away from marketing talent with deep data science capabilities in favour of those who can blend financial management with storytelling.

According to new research from the CMO Council and Deloitte sheds light on the changing role of the CMO from chief brand build and storyteller to chief growth officer.  But what does it take for a Chief Marketing Officer to make the transition from their traditional role to take on new goals?

GDPR is a wakeup call to marketing and beyond – and not just those with business ties to Europe. Barb Mosher Zinck muses on fresh data from the CMO Council and looks at where we go from here.

The CMO Council leveraged insights to create 5 key plays all growth-driving CMOs should have in their strategic playbook. These growth leaders stem from a combination of newer brands experiencing rapid growth, as well as more established brands that are leveraging unique marketing-led strategies to drive new routes to revenue. 

When it comes to key skills driving the growth agenda, CGOs put more emphasis on data and intelligence analysis and market insights and knowledge, where CMOs key in on storytelling in a digital world and brand building. Both leaders place a holistic view of CX as a key skill to drive growth.

According to the CMO Council, marketers 'plays' – common goals, mandates and approaches – provide a glimpse of how today’s marketing vanguard is helping advance the growth agenda and reshape the role of the modern CMO.