VIDEO: Travel marketing under threat from Big Tech data changes

Location marketing has become a useful tool for travel brands to understand where their customers are and what their purchase intent might be.

Driven by the data-capture capabilities of a mobile device, which more often than not barely leave a consumer's side, companies and destination marketing organizations have found themselves with a treasure trove of information that allows them to offer the right message and the right time, based on the owner's location.

Fine-tuning such activity has only been inhibited by a brand's lack of understanding of the process or the technology behind the scenes.

But the Big Tech companies that gave organizations the opportunities to use these mechanisms are now rethinking the entire concept.

Apple will inevitably not be alone in making changes (but it's the next in line to do so) but limiting what data is captured and shared drives a stake through the heart of the strategies of many travel brands.

All is totally not lost, however - as, similar to the demise of third-party cookies , it's a question of how organizations might change the way they operate to utlilize alternative methods.

Zeek Coleman, senior director of product marketing at Adara joined us in August for PhocusWire Pulse: Travel Marketing Tactics, to explain the background to the changes and the options available to move forward.

The full interview with PhocusWire's Kevin May is included below...