Direct marketing has been highlighted as one of the most successful marketing methods in the travel industry.

New research from Vacation.com has revealed that travel agents believe direct marketing to be responsible for business success.

Some 46 per cent of travel agents polled said targeted direct marketing campaigns had made a significant contribution to the number of recent sales made.

Both online and offline direct marketing tactics contributed to improved sales performances, with target campaigns the most successful.

In comparison, just 17 per cent said traditional marketing methods added to an increase in sales.

The US research also found that 52 per cent of travel agents are spending less on marketing than this time last year.

In the UK, the latest Bellwether report from the Institute of Practitioners in Advertising (IPA) revealed that marketers are still cutting back on ad spend, but suggested that the trend has reached a peak and that confidence is now returning to the sector.
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