2019年旅游广告报告（英文版）_53页_10mb

2019 Report on Travel Advertising Summary

Core Content

The 2019 Report on Travel Advertising by Sojern provides insights into the current state and future direction of digital advertising in the travel industry, based on responses from over 600 travel marketers globally. It highlights the growing complexity of the digital advertising ecosystem, the evolution of ad spend, and the effectiveness of various channels and tactics.

Main Challenges

Travel marketers face several key challenges, including:

• Expiring real-time inventory and complex path to purchase
• Multiple distribution channels and shifting ROI models
• Data privacy regulations such as GDPR
• Need for personalization across customer touchpoints
• Measuring effectiveness across platforms and devices

These challenges are particularly pronounced due to the dynamic and multi-channel nature of modern consumer behavior.

Key Challenges by Region

Key Challenges by Travel Vertical

Key Challenges by Advertising Budget Size

Ad Spend Overview

2018 Ad Spend Distribution

• Digital advertising accounted for the largest portion of ad spend (over 50% for most verticals)
• Social media (Facebook, Instagram) and paid search were the top channels in 2018
• Video ads represented only 9% of ad spend in 2018, but 46% of marketers plan to increase their allocation in 2019

2019 Digital Ad Spend Plans

• Global: 66% plan to increase digital ad spend
• NA: 63%
• EU: 66%
• LATAM: 77% (highest growth)
• MEA: 61%
• APAC: 72%

Verticals Planning to Increase Digital Spend in 2019

Digital Channels and Formats

2018 Digital Ad Spend by Channel

• Social media (Facebook, Instagram): 55%
• Paid search: 44%
• Video: 9%
• OTAs: 15% (for branding)
• Video (direct response): 6%

2019 Digital Ad Spend Plans

• Facebook and Instagram: 55% of marketers plan to spend more
• Programmatic display: 53% of APAC marketers plan to increase spend
• Mobile: 56% of LATAM marketers plan to increase spend
• CTV (Connected Television): 33% of marketers plan to use it in 2019, up from 20% in 2018

Success Factors and Trends

• Facebook and Instagram are the most effective for both branding and direct response
• Video is becoming increasingly important, especially with the rise of Instagram videos and CTV advertising
• Social media is seen as the best platform for targeting new audiences and showcasing travel experiences
• Multi-channel, multi-device strategies are essential to reach travelers in their journey to purchase

Campaign Measurement

• Top metrics used:
  • Website traffic
  • Cost per booking
  • Click-through rate (CTR)
• Brand lift is less commonly measured (less than 20% of marketers)
• Incrementality is gaining importance, especially for large advertisers (19% use it)
• Multi-touch attribution is the most widely used model, while last-touch is less common (under 20%)

Future of Travel Advertising

• Personalization is key to success in the travel industry
• Data-driven insights and advanced technologies are expected to play a major role in future strategies
• AI-powered tools like Marvin (from Adphorus) are helping marketers optimize and test campaigns
• Connected TV (CTV) is anticipated to be a major growth area in digital advertising

Conclusion

The report underscores the importance of multi-channel strategies, real-time personalization, and data utilization for travel marketers. As the digital landscape continues to evolve, the ability to adapt, measure, and optimize across platforms will be crucial for success. The future is likely to be shaped by AI, programmatic advertising, and enhanced data analytics.