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 Travel
Gas Pain Proves Debilitating

By Mike Beirne

Back in the day, when gas was, say, $2 a gallon, the traditional saying about vacations was, "Getting there is half the fun." Now, the saying could easily be, "Getting there is way more than half the cost." In 2008, the ever-increasing price of oil dominates about every category of travel. Will this stop people from using their vacation time?
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Top Brands by Category:
  Brand/Parent Company Lead Agency/Location Total Sales ($ billions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  AIRLINES
  1. American TM Advertising / Irving, TX 22.90 52.90 6.21 78 6.43 56.5  
  2. United Barrie D’Rozario Murphy / Minneapolis, MN 20.1 13.9 6.06 79 6.06 52.9  
  3. Delta SS+K / New York, NY 19.1 26.8 6.21 78 6.35 52.1  
  4. Continental Kaplan Thaler Group / New York, NY 14,2 18 6.42 70 5.97 54  
  5. Northwest Carmichael Lynch / Minneapolis, MN 12.5 9.4 6.22 64 6.14 53.7  
  6. US Airways Moses Anshell / Phoenix, AZ 11.7 4.4 6.37 64 6.77 57.2  
  7. Southwest GSD&M / Austin, TX 9.9 172.0 6.82 75 6.85 55.6  
  8. Alaska Air WongDoody / Seattle, WA 3.5 4.5 7.04 28 6.25 48.7  
  9. JetBlue JWT / New York, NY 2.8 12.7 6.23 39 6.32 54.9  
  10. AirTran Cramer-Krasselt / Chicago, IL 2.3 13.7 6.26 31 5.65 49.7  
  Brand/Parent Company Lead Agency/Location Total Sales ($ billions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  HOTELS
  1. Holiday Inn Fallon / Minneapolis, MN 18 15.90 6.95 90 6.67 59.4  
     InterContinental Fitzgerald / Atlanta, GA 4.9 6.88 26 5.9 51.3  
  2. Marriott mcgarrybowen / New York, NY 12.9 16.2 7.45 75 7.02 62.6  
     Courtyard by Marriott mcgarrybowen / New York, NY 32.1 7.31 60 6.9 60.7  
  3. Hilton Young & Rubicam / Chicago, IL 8.1 26 6.91 71 6.76 60.3  
     Doubletree Draftfcb / Irvine, CA 14.3 6.84 45 6.36 55.4  
  4. Best Western Dailey & Assoc / West Hollywood, CA 7.0 23.7 6.75 79 6.53 56.8  
  5. Radisson Bolin Marketing / Minneapolis, MN 7 1.8 7.07 61 6.4 57.5  
     Regent Lowe / New York, NY 0.1 7.31 20 6.8 59.2  
  Brand/Parent Company Lead Agency/Location Total Sales ($ billions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  CAR RENTALS
  1. Enterprise / Taylor Family Avrett, Free, Ginsberg / New York, NY 9.50 66.20 6.92 74 6.16 56.5  
  2. Hertz / Carlyle Group DDB / New York, NY 8.7 40.7 6.82 68 6.17 56.8  
  3. Avis / Avis Budget Grp McCann Erickson / New York, NY 3.7 37 6.06 68 5.63 51  
  4. Alamo / Taylor Family Fallon / Minneapolis, MN 2.6 6 6.35 53 6.04 53.4  
     National / Taylor Family Fallon / Minneapolis, MN 4.7 6.2 49 5.98 52.8  
  5. Budget / Avis Budget Grp McCann Erickson / New York, NY 1.8 40 6.38 68 6.51 55.5  
PREV CATEGORY NEXT CATEGORY Sources: Brandweek research/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Holiday Inn, Marriott, Hilton, Radisson: Total sales are parent company sales.
InterContinental: Media Expenditures are fiscal year as of October 2007.
Alamo: Total sales represent Alamo and National combined sales.

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.
Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.
Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.