Travel marketers 'should be hybrid'

People in marketing jobs who work in the travel sector should try to make "hybrid" campaigns, the Chartered Institute of Marketing (CIM) has advised.

Ray Jones, head of communications at the professional organisation for marketers, explained that the choice of advertising medium should depend on the target audience.

He added that travel marketers need to be "specific" with their work, citing the example of not selling cruises to 16-year-olds.

"If you are going for a young market then it is the internet. If you find that young people are travelling with you then you can do things on sites like Twitter and Facebook. You need to know who your audience is," Mr Jones observed.

"If you are going to be selling cruises, then you can do some marketing on the internet as that is where the silver surfers are. If you are going for the next bracket up, aged 85 plus, they are still on direct mail."

In April, research by Frommer's Limited found that one in ten people felt travel companies did not tailor enough information to meet their expectations.

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