Travel Marketing Summit: ‘Start when you’re strong’ – Google, TikTok and In Marketing We Trust talk future of search for travel

When speaking at Mumbrella’s Travel Marketing Summit last week, representatives of TikTok and Google unpacked where their platforms sit within the future of search for travel, while also providing tips for successfully navigating it, with insights from In Marketing We Trust’s chief innovation officer.

During a panel moderated by Paul Hewett, In Marketing We Trust’s chief executive officer, Google’s industry manager – travel, David Rossi, said that with search behaviours changing, products have to evolve to keep up with them.

Rossi paid particular attention to Google’s broad match – a feature that allows ads to “reach a wider audience without requiring … [users] to build an extensive keyword list”.