How Travel Marketers are Activating Digital Advertising

We partnered with Worldwide Business Research to survey 300 travel marketers around the world.

What’s in the Report

The travel, media and entertainment industries were hit hard by COVID-19, but all are expected to rebound in 2021. The upward swing is already underway and in this report, you can learn:

How travel marketers are thinking about their future strategies
How they are allocating their budgets across channels
Learn about the future of advertising and the cookieless world

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Understanding Travel Behaviors

With consistent and reliable health and safety messaging, advertisers must maintain compassionate and empathetic communication with consumers to inspire travelers to be hopeful and help them dream of–and then plan for–better days ahead.

Organizations that will gain most from this atmosphere of increasing optimism are those adopting a consumer-first approach. This starts with understanding travelers at a granular level, anticipating their needs, and understanding the reasons for their travel.

88%

of companies have increased or kept their digital advertising budget the same since COVID-19

62%

of companies have a high priority regarding readiness around the cookieless world

84%

of companies rate Machine Learning and Artificial Intelligence as high priority

“There are challenges when it comes to increasing the demand. Hotels will have to reiterate their brand value to consumers through carefully selected marketing campaign themes.”

“The future seems volatile and unpredictable. There is a demand for digital solutions and if strategised well, predictability and stability will be achieved.”

“Content is the most important part of advertising now. The more disruptive the content is the better it would be to attract potential customers.”

“For travel advertising, there will be more focus on affiliate marketing. I would say that the increase in travel bloggers should be useful for our advertising purposes.”

Frequently Asked Questions

Is it really free?

Yes! We hope this information is useful for you, and you'll think of us when you're ready to take the next step with your digital marketing.

What type of data will this report provide?

We present trends around digital advertising spending, performance, optimization, and much more. Pulling data from around the globe, you can use this information to adjust your digital advertising strategy in the future.

What's the best way to start improving my digital marketing strategy?

Take a look at what's working and what isn't working. When you identify and prioritize each of your channels, you can create the optimal mix for your multichannel campaigns. Then, focus on collecting first-party data and adapting to the changing digital marketing landscape. This report will provide context around why this is key for your strategy.

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