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Article: Travel brands have far to go: digital and interactive TV enables travel and leisure brands to bring their product to life. Ruth Mortimer investigates the challenges facing the travel industry translating itself on to this format. (Special report: travel).(Industry Overview)(Statistical Data Included)
- Article from:
- Brand Strategy
- Article date:
- August 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The UK travel industry has not been lucky over the past year. The combined effects of foot-and-mouth disease and September 11th have knocked the confidence of tourists coming into the country and those going abroad. But digital and interactive TV is offering travel brands a new way to connect with consumers in a troubled industry.
Market research company Datamonitor believes that travel is set to become the most lucrative single sector on interactive TV. This is not faint praise. While iTV penetration currently reaches only 11% of European households, this will rise over the next five years to 44%, according to Forrester Research. The sales of goods over iTV in ...