Will Privacy Restrictions Help Democratize Digital Marketing?

Summary

Privacy legislation in Europe and the U.S. have altered the digital marketing landscape. These legal requirements, along with moves to block third-party cookies used for identification and tracking, have helped level the playing field for smaller companies to compete against dominant travel marketers such as Booking.com and Expedia. This article reviews the latest trends in digital marketing, and acts as a call to action for smaller travel companies who now have new opportunities to compete.

This article is part of a content series that explores some of the most significant technology-driven issues or developments that will shape travel distribution this year and beyond. For more on these hot topics, check out Travel Innovation and Technology Trends 2020.