ClickZ Travel Newsletter - 12.18.2024

PLUS: 18 airlines adopt AirTag tracking & Casetify joins $81.5B luggage race

Author

Rachael Kennedy
December 18, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Travel, your essential newsletter for dominating the digital marketplace landscape as a travel accessories brand.

This will be our final edition of 2024, so on behalf of the entire ClickZ team, we wanted to wish you a Happy Christmas! We will be back in the new year to provide you with insights to help drive your D2C e-Commerce strategy forward in 2025.

Top Reads 🌟

The travel industry is undergoing a shift as pets become the new VIP clients, reshaping hospitality norms. With nearly a quarter of senior travelers and over 40% of middle-aged travelers now bringing pets along, businesses must adapt or risk obsolescence. The pet travel services market, valued at $2 billion in 2023, is projected to more than double by 2032, signaling a lucrative opportunity for savvy marketers.

Hotels are responding with innovative pet-friendly packages, like Singapore Amara Resorts, which offers specialized amenities for both dogs and cats. This shift is not merely about accommodating pets but enhancing the overall travel experience, driving occupancy rates, and encouraging longer stays. The rise of remote work and social media has further amplified this trend, with travelers sharing their pet-inclusive adventures, inspiring others to follow suit.

However, challenges persist. Industry standards for pet policies remain inconsistent, often deterring pet owners. A clear playbook is needed to navigate these complexities, ensuring a safe and welcoming environment for all guests. The future of travel is not just pet-friendly; pet-first.

Specialty Bites 🍪

Apple’s new Share Item Location feature, integrated by United and Air Canada, could be a game-changer for travelers. This innovation allows passengers to share their AirTag location with airlines, expediting the recovery of lost luggage.

The integration extends beyond United and Air Canada, with 16 other airlines, including British Airways and Delta, joining the initiative. This widespread adoption underscores the recognition of the feature’s potential to transform baggage handling. For marketers, this is a prime example of how technology can be harnessed to address customer pain points, offering a blueprint for similar innovations in other sectors.

PRODUCT LAUNCHES
Product Launches You May Have Missed This Week

  1. Casetify has expanded into the luggage market with customizable, durable suitcases. Leveraging its design expertise, the brand targets a growing $81.5 billion market. New flagship stores in Seoul enhance personalization, aligning with trends in bespoke experiences and strategic fashion collaborations, boosting its lifestyle brand presence.

  2. Kuoni has revitalized its brand to expand family market appeal, integrating all products under the main brand. The newTravel Kuoni logo and competitive pricing aim to enhance accessibility while maintaining premium quality.

  3. Bunney and PORTER have launched a collaborative jewelry bag collection, merging Bunney silver hardware with PORTER minimal design. This strategic partnership offers a jewelry case, pouch, and tray, appealing to style-conscious travelers.

Influencer Corner 📣

Did you catch the latest spend trends?

Interesting report from Enders Analysis on ad spend trends out this morning. They discuss how the growth in ad spend is mainly driven by increased ecommerce and the high associated fulfillment costs (retail media, search and short-term focussed online display) as well as increased comp from Chinese bargain sellers (Temu, Shien).

Why this matters:

1) Cost of sale via ecommerce is getting higher as fulfilment costs increase at a faster rate than overall ecommerce spends - basically the DTC bubble is bursting.

2) Most of the ad spend growth is bypassing creative / media agencies. The generally reported headline figure of a vibrant, growing ad market is a false flag.

3) Content media (Newsbrands / Magazines / Radio / TV / Cinema) remain under threat as the overall economy and negative reaction to the budget has stemmed ad investment.

Matt Hill, Director Planning & Research, Thinkbox

Calculating CAC Ratio, Payback Period, and LTV:CAC can seem complicated

And you may be tempted to defer to finance.

But, if you’re finalizing your marketing budget right now, you need to check if it’s efficient.

Here’s a primer on how to calculate these efficiency metrics, and what they actually mean…

Emily Kramer, MKT1

Google's decision to stop prioritizing PMax over Shopping campaigns is already making waves. Shopping CPCs have doubled YoY, reflecting advertisers’ growing shift back to Shopping for better control and strategy. With Shopping spend set to increase further, CPCs could spike even more.

READ INSIGHTS FROM JOSH DUGGAN HERE 👉

Performance Pulse 📈

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Influencer Partnerships

Crocs ➡️ Influencer Marketing Manager

📍 Broomfield, CO

Marketing & Communications

Fospha ➡️ Partnerships Executive

📍 Austin, TX, USA

Affiliate Marketing

Macy’s ➡️Director, Affiliate Marketing

📍 New York, USA

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