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Hotel searches record year-on-year growth in March

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of global tourism over the last 12 months.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Two in five Americans feel comfortable going on vacation

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how comfortable Americans feel to take a vacation, take different modes of transport and stay in different forms of accommodation.

Airbnb cuts performance marketing by $541m

Data • Rob Clapp, WARC Data Points, March 2021

An overview of Airbnb's marketing and advertising spend between 2018 and 2020.

Accorhotels (Travel, transport and tourism)

Article • Euromonitor Advertiser Profiles, February 2021

This Company Profile from Euromonitor provides key details and analysis of Accorhotels.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

The Guest Club: Driving customer-centred decision-making at Whitbread

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

Whitbread, a hotel and restaurant company, launched The Guest Club, a hybrid research community that engaged customers at all parts of the design and development process to improve its relationship with them.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

How travel brands are preparing for the new normal in Asia

Article • Low Lai Chow, Event Reports, WiT Virtual Summit, June 2020

Travel brands face unique challenges during the COVID-19 pandemic and have attempted to innovate rapidly as consumers adopt new behaviours.

Voice of the industry: Travel after Coronavirus

Article • Euromonitor Strategy Briefings, August 2020

Highlights the results of Euromonitor’s Voice of the Industry: Travel and Tourism survey, alongside commentary and context from Euromonitor experts.

Airbnb: A Night At... The Louvre

Case Study • SABRE Awards, Gold, EMEA, 2020

Airbnb, an online marketplace for homestays, gave the public a chance to win a sleepover at the Louvre to engage new audiences in France.

Premier Inn: Pillow Fight Club

Case Study • SABRE Awards, Gold, EMEA, 2020

Premier Inn, a hotel chain, promoted its new pillow by recycling its old stock to create a nationwide underground network of Pillow Fight Clubs in the UK.

Airbnb: Only on Airbnb

Case Study • SABRE Awards, Gold, North America, 2020

Airbnb, an American online marketplace, created a real-life version of Barbie's Malibu Dreamhouse for guests to stay in to increase brand favourability.

Hilton: Room 702

Case Study • SABRE Awards, Gold, North America, 2020

Hilton, a hotel chain, increased awareness in the US by creating a limited video series that takes people on a tour of the legendary Hilton room that John Lennon and Yoko Ono spent their honeymoon in.

US, Hotels Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the hotels sector in the United States since 2007.

Airbnb: The Country Pub Project

Case Study • Samyabrata Deb, Daniel Gervais, Shannon Crowe, WARC Awards, Grand Prix, Effective Use of Brand Purpose, 2020

In Australia, Airbnb regained its position as the most popular booking site by creating a project to support regional Australia by boosting a staple of rural life: the country pub.

GlobalWebIndex Coronavirus Research, Series Two: Travel & Commuting

Research Paper • GlobalWebIndex (GWI), Research on WARC, March 2020

Details data collected by GlobalWebIndex between March 13-16th in the US and UK, dedicated to the travel and transportation industries in the coronavirus outbreak.

Hotels.com: #SponCon Vows

Case Study • SABRE Awards, IN2, North America, Best Media Partnership, 2020

Hotel booking website Hotels.com extended the life of a paid integration with Hulu with an offer to pay for the honeymoon of any couples who mentioned the website in their marriage vows.

Driving Change at IHG: Coleman Raymond discusses her role in transforming IHG’s Agency Strategy and Operations Practices

Article • Steven Wales, ANA, Forward, January 2020

Attempting to alter a corporate process or way of working that affects hundreds of people, both inside a global organization and externally with strategic partners, is the task InterContinental Hotels Group (IHG) set when founding its Agency Strategy and Operations team.

Gender equality in YouTube ads reaches new low

Data • Rob Clapp, WARC Data Points, January 2020

An overview of the speaking time in YouTube ads by gender between 2015 and 2019, broken down by product vertical.

Getting to peak personalisation: How travel brands are making the climb to compelling data-driven marketing

Article • Research on WARC, December 2019

Looks at how travel brands are using data-driven marketing to achieve peak personalisation.

Seven habits of young Chinese travellers

Article • Low Lai Chow, Event Reports, Web in Travel (WiT), October 2019

Younger Chinese travelers have very different travel behaviours to their older counterparts.

10 online travel booking trends in China, Indonesia and Japan

Article • Low Lai Chow, Event Reports, Web in Travel (WiT), October 2019

A summary of research by Phocuswright and Sojern into the role of mobile and social media on travel booking behaviour.

Moxy builds a hotel brand for a next-generation traveler

Article • Stephen Whiteside, Event Reports, Youth Marketing Summit New York, September 2019

Moxy, the hotel brand, is carving our a distinct niche in a category that can often be defined by undifferentiated experiences.

Edelman Mexico: Casa Ofrenda

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2019

Booking.com, a travel fare aggregator website, raised brand awareness in Mexico by launching accommodation based on the Day of the Dead, to encourage booking of trips within Mexico on its site.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
What we know about TV and video ad length

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about determining the optimal TV ad length.
Why premium media drives impact of video ads

Article • Low Lai Chow , Event Reports, Video Marketing Strategies, November 2018

Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.
What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.