TRAVEL.

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  • Author(s): Goetzl, David
  • Source:
    Advertising Age. 1/7/2002, Vol. 73 Issue 1, p14-14. 1/2p. 1 Color Photograph.
  • Additional Information
    • Subject Terms:
      TOURISM; TRAVEL; MARKETING; AIRLINE industry; ECONOMIC forecasting; BUSINESS travel
    • Subject Terms:
      UNITED StatesReport Available
    • Abstract:
      The article presents an outlook for United States travel industry marketing in 2002. Experts expect a rebound in the second half of the year. But their predictions are based on the assumptions that no further acts of terrorism will affect Americans and a possible economic upsurge. As answers unfold, marketing budgets may decline further, forcing marketers to turn to more targeted and cost-effective initiatives. Within the airline business, where earnings are eroding, advertising budgets may be cut to provide a bottom line boost. Business travel, an unavoidable necessity, seems to be rebounding even though firms have trimmed travel budgets.