That’s a complete transformation from how it used to be. Not too long ago, if someone got the itch to visit an exotic location — or his grandmother in another state/country — he would pick up the phone and dial a travel agent. The expert on the other end of the line would then go to work conducting research and collecting brochures. Fast-forward 10 years, and most travel agencies have closed shop, their agents succumbing to other lines of work. The world of travel has shifted from a human agent-dominated sales channel to a web-driven model where online travel agencies have largely supplanted traditional agents and, more often, suppliers communicate directly with consumers. Digital marketers have led this online evolution with fresh ways to draw more guests to travel services. New ad formats with immersive experiences and compelling messaging have built strong brands over time. These ads, supported by a competitive market and highly tactical promotions, have driven the business of perishable travel products in an entirely new direction. This recent infographic from Smart Insights and JBH summarises use of digital marketing in the travel industry. Get the full story at Smart Insights