Marketers and brands are returning to the tourism sector.
Published: June 6, 2022
Travel marketing is experiencing a resurgence as businesses and consumers return to work after the easing of pandemic-related restrictions.
From January to April this year, marketers from airlines, car rental companies, US travel and accommodation providers invested almost $623 million in advertising, up 43% year-over-year in 2021, according to an analysis by MediaRadar.
Nearly half of those travel marketing spends came from hotel advertisers, and airline advertising spend was up 141% year-over-year. Spending by US travel and car rental companies increased 46% and 50% year-over-year, respectively.
The study shows that almost half of the advertising spend from housing marketers is on TV, and 16% is on video. This is up from 27% investment in TV and 42% investment in video from January to April 2021.
But investment in traditional media has declined overall since 2020, which “may indicate that some of these advertisers have been successful during their brief foray into digital formats” and the market should “expect spending on formats such as video to , Facebook and display advertising will increase as we move forward. 2022,” reports MediaRadar.
How Travel Brands Spend Their Advertising Dollars
United Airlines recently unveiled its first “Lead the Way Well” ad campaign in a decade, which highlights employees in a 60-second anthem and airs across television, social media, digital, out of home, and streaming platforms.
“As we kick off the summer travel season, we are entering a historic post-pandemic era of commercial air travel with unprecedented levels of demand,” Maggie Schmerin, head of global advertising and social media at United Airlines, told The Drum.
Booking.com and Etihad Airways roll out new Snapchat dynamic travel ads that allow marketers to target the 76% of Snapchat users who are reverting to pre-pandemic travel habits and the 37% of millennials and Gen Z users who are more likely to book a trip after seeing ads , according to a Snap blog post.
“As travel demand continues to recover strongly in the first quarter of 2022, we were of course looking to capitalize on converting existing customers and, importantly, attracting new ones,” Etihad Airways’ Phil Dodwell said of testing the new advertising format.
Instagram just launched its first online travel agency, courtesy of Tripscout, a social media travel startup, according to TravelPulse.
Tripscout CEO and co-founder Konrad Waliszewski says the online agency works with thousands of hotels around the world, explaining: “Social media is the most effective channel for user acquisition, retention and conversion, and Instagram is the most important platform for travel marketing. ”
Our perspective on tourism marketing
The resurgence of advertising spending for travel brands…