Hotel Online  Special Report

Web Savvy Consumers Help Industry Marketers
Gain Insight on e-Mail Marketing
June 14, 2005 - Travel consumers who frequently use the internet to plan and research travel will assist industry technology marketing professionals for the second consecutive year at the e-Mail Marketing Insight: Travel and Tourism Trends Conference, being held July 14 and 15 in Chicago, IL.

The consumers, who are part of an exclusive online panel, will reveal their attitudes and opinions about how they search for travel venues, what motivates the choices they make and how they perceive e-mail and web promotions.  The panel will answer several questions from an online survey covering topics from web searches to e-mail newsletter subscriptions.

A similar group of consumers were surveyed for the inaugural e-Mail Marketing Insight Conference in August of 2004.  Here is a sampling of the results:

  • 62% of e-travelers visit up to four different travel web sites when planning their last weekend getaway and 44% spent up to three hours researching on those sites
  • 57% of e-travelers subscribed to an e-newsletter after visiting a travel site
  • 22% of the consumers who subscribe to e-newsletters receive up to six different travel   e-newsletters
  • 37% indicated that the e-mail newsletters they received “significantly increased or somewhat increased their likelihood to travel to a specific destination or extend their visit at a specific a destination”
When it came to e-newsletter content, specific subject matter and message targeting were most important to the e-travel consumer. 
  • After subscribing, 92% of the consumers anticipated content which is relevant to their specific travel interests 
  • 50% of the subscribers said they receive content that doesn’t meet their interest or travel needs
  • 35% preferred distinct or separate e-newsletters featuring content that reflects their specific travel interests (ie – family travel, outdoor adventure, golf, etc.)
Based on this snap shot of data, we can see that consumers are responding well to the e-mail marketing concept in terms of requesting and receiving travel information electronically.  The short fall may come in terms of measuring the consumer’s wants, managing their expectations and responding to their needs in an effective manner.

“These are the types of scenarios that we will be taking a close look at during the two-day conference,” said Dave Serino, e-Strategist for Gammet Interactive and conference founder.  “This type of data set gives us an excellent opportunity to view consumer trends.  After we take a good look at the situation, we’re able to suggest some possible strategies and solutions.  It is the kind of information that travel marketers can quickly and effectively apply to their existing programs.”

Unlike other educational conferences currently offered to technology marketers, e-Mail Marketing Insight is developed specifically for the travel and tourism industry. Along with the research and survey results, the program will include technology marketing trends, reviews of the travel industry’s best e-mail marketing programs, and a panel of tourism marketers discussing their programs.  This year there will be a bonus session on search engine optimization. 

Serino, who is the lead presenter and organizer, has more than 15 years of hospitality and tourism marketing experience.  He will be joined by renowned tourism industry consultant, author and speaker, Bill Geist, of Zeitgeist Consulting.

All of this real-world internet marketing knowledge, and exclusive networking opportunities, are offered for an affordable price of $399 per attendee. For registration information visit the conference web site at or call 1-866-878-8824.  Registration deadline is July1.

e-Mail Marketing Insight is sponsored by – - and DMOU – - and is presented by Gammet Interactive –


Gammet Interactive
David Serino
Voice: 734-878-8800
Toll Free: 866-878-8824
Fax: 734-873-5906

Also See: Insight on e-Mail Marketing Programs Offered to Tourism Industry / May 2005

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