Airbnb CEO: Brand’s advertising is about ‘education’ not sales
Niamh CarrollAirbnb is attracting new customers by using its advertising to “educate” rather than drive sales, says CEO Brian Chesky.
On the Beach CMO: Differentiation has moved brand away from ‘cheap and cheerful’ image
Niamh CarrollOn the Beach CMO Zoe Harris says a ‘decommoditised’ brand is helping the business’s marketing spend work harder.
From service department to ‘beating heart’: Why one brand is doubling its marketing team
Josh StephensonCelestyal is investing €2.5m in doubling its marketing team from six to 12 in order to build brand awareness and drive the boutique operator to the next level.
On the Beach’s CMO on how being on the board has boosted her ‘bigger picture’ thinking
Niamh CarrollOn the Beach’s CMO Zoe Harris has been on the firm’s executive board for over a year, which she says has encouraged her to look further ahead at the longer-term opportunities and allowed her to get inside the heads of investors.
How EasyJet’s holiday revamp drove a 400% profit boost
Marketing Week ReportersNamed the UK’s fastest growing travel business in 2022, EasyJet Holidays decided to flip the package holiday clichés on their head to build fame at pace.
On the Beach CEO credits brand differentiation for increasing marketing effectiveness
Niamh CarrollTravel brand On the Beach reduced marketing spend from 45% of its revenue last year to 38% this year. It claims its spend is working harder with a focus on offline and an increasingly differentiated brand.
TUI launches first Christmas campaign to ‘engage customers differently’ as a travel brand
Niamh CarrollChristmas is traditionally a quiet period for the travel sector but TUI is launching a festive ad to build resonance for the brand and “prime” audiences for the busy turn-of-year trading season.
How to enhance customer loyalty through personalised experiences
Marketing Week PartnerThe hospitality industry thrives on providing customers with experiences designed around their preferences.
Premier Inn credits brand investment for helping it become ‘one of the UK’s favourite brands’
Molly InnesThe Whitbread-owned hotel chain says brand strength, and quality of product has also helped reduced the percentage of rooms being sold for under £80 a night to 37%, and the level of repeat bookings claiming 86% of sales are from returning customers.
Eurostar ups focus on loyalty to get ‘repeaters repeating’
Chris SutcliffeAs Eurostar’s merger with Thalys comes to fruition it is launching a new brand and campaign that focuses on the emotional side of travel to showcase its expanded network.
William Hill owner: Marketing efficiency strategy is driving ‘short-term’ revenue decline
Niamh Carroll888 Holdings, which owns brands including William Hill and 888Casino, has downgraded its revenue expectations for its current quarter, citing the impact of its marketing efficiency push and UK regulation changes as partial drivers.
How travel brands can inspire wanderlust on TikTok
Marketing Week PartnerTikTok’s thriving #TravelTok community are hungry for travel brands to inspire and advise them for their next adventure.
Total Fitness commits to the ‘power of brand’ with hire of first brand director
Molly InnesMarketing now has a seat at the board table at Total Fitness, as the health chain eyes up growth outside its core business.
Booking.com owner hails marketing efficiency in driving topline growth
Molly InnesBooking.com expects to spend less on marketing this year as its focus on efficiency and ROI continues.
Airbnb CEO: Our brand strength allows us to keep marketing spend as a percentage of revenue consistent
Niamh CarrollAirbnb’s strong brand, built through a focus on top-of-funnel activity, means the business is able to keep its marketing spend as a percentage of revenue at the same level year after year, says CEO Brian Chesky.