I’d consider much of this words to live by. Being able to track what works and then make improvements on what does not will certainly help with any sort of marketing, even the search engine variety.

The increasing reference to search engines and their potential of driving booking, as indicated by various developments, definitely points to a lot of promise for the specific medium.

But with increasing focus on the particular medium, search engine marketing also needs to be optimally planned and executed.

Alasdair Cross, Adprecision commercial director, one of the speakers on the first day of the EyeforTravel.com’s ‘Revenue Management and Pricing in Travel Europe 2005′ being held in Amsterdam, acknowledged the importance of search engines for the travel industry. Referring to various studies/surveys, he said that around 70% of online travel bookings involve a search engine, consumer averages 7.8 clicks to different sites from search engine listings before purchase and it’s a highly transparent advertising medium. [Read the rest]