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Curacity x Skift
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Inside the Curacity x Skift Research Report
81%
Trust established travel media brands for hotel recommendations.
75%
Often use travel media to find out about new or interesting hotels.
75%
Are more likely to book a hotel after reading about it in the media.
“Travel media is written from an editorial lens. Consumers know the difference, especially luxury travelers. They’re going to those media brands because they trust them, and they trust them because they’re experts.”
Claire Rock
“It’s also become increasingly clear to us that luxury travel marketers are looking for a new environment. There just aren’t a lot of luxury-specific, digital-only platforms that align expert content with email and digital platforms and offer a more direct response type of media. ”
Mark Bloom
Brand Awareness Matters
89% of luxury travelers agreed they are more likely to book a luxury hotel if they’re already familiar with the brand.
The Art and Science of Branding
67% of luxury travelers said reputation and reviews were likely to influence their decision to book a luxury property.
Delivering Value
63% of travelers say “staying at a luxury hotel every time they travel is important,” but value delivered is still paramount.
Measurable Results
84% of hotel executives agree that travelers are more likely to book a hotel based on a recommendation in the media.