Measuring marketing performance in travel has never been straightforward, and it's only getting more complicated. With evolving privacy regulations, changing attribution models, and travelers researching trips across multiple platforms over weeks or even months, how can marketers really know what's driving bookings and where to invest their budgets?
In the second episode of our three-part Marketing Series, sponsored by Propellic, Dan sits down with John Matson, Chief Revenue Officer at Propellic, and Nicole Robinson, CMO at andBeyond, to explore what effective performance marketing looks like in today's travel industry.
From understanding key metrics like ROAS, CPA, and conversion rates to tackling the challenges of attribution for high-value, long-consideration trips, the conversation looks at why traditional measurement models don't always tell the full story. John and Nicole share their perspectives on first-party data, CRM integration, and incrementality testing, including how marketers can better distinguish between campaigns that generate new demand and those that simply capture existing interest.
The discussion also turns to marketing budgets for 2027. If you had an additional $100,000 to spend, where would you invest it? Paid search, social media, retargeting, content, or something entirely different? And as AI-powered search and agentic booking continue to evolve, how should travel brands rethink the way they attract, engage, and convert travelers?
For travel marketers looking to make smarter investment decisions, better understand what's working, and build a strategy that delivers measurable results, this episode offers practical insights from both sides of the industry.
👉 Listen to The 2027 Travel Marketing Playbook Part 2: Performance Marketing & Data Attribution
🔥 Special Thanks to our Season 8 Title Sponsors for their Support: Quark Expeditions, Intrepid, Kaptio, Propellic, Repayd, and Holafly.
