Sojern-2020年旅游业广告报告（英文）39页_3mb
报告摘要
The Future of Travel Advertising: The 2020 State of the Industry Report Summary
Core Content
The 2020 State of the Industry Report by Sojern provides an in-depth analysis of the current and future trends in travel advertising. It outlines the challenges, strategies, and emerging technologies shaping the digital marketing landscape for travel brands. The report is based on a survey of over 1,100 global travel marketers and includes insights on ad spend allocation, the role of data in marketing, and the importance of an always-on approach to engage travelers effectively.
Main Challenges in Travel Advertising
- Targeting travelers along the path to purchase is a top challenge, with 29% of marketers citing it as their biggest issue.
- Keeping up with the fast-paced advertising and technology landscape is also a significant concern, with 29% of marketers identifying it as a challenge.
- Proving ROI for digital advertising strategies is another major challenge, reported by 29% of respondents.
- Managing profitability, performance, and insights across multi-channel campaigns is a challenge for 28% of marketers.
- Adapting to always-on shopping behavior is a challenge for 28% of marketers.
These challenges reflect the evolving nature of consumer behavior and the need for marketers to balance innovation with effectiveness.
Budget Planning and Ad Spend Allocation
- Digital advertising is the highest spend category, accounting for 45% of the total budget.
- Social media is the most favored channel, with 28% of the budget allocated in 2019.
- Paid search and mobile advertising follow closely, at 17% and 10% respectively.
- Testing and innovation were assigned 4% of the budget in 2019 but are expected to increase to 21% in 2020.
Regional and Vertical Breakdowns
- APAC and Middle East (ME) spend 6–8% less on digital channels compared to other regions, but more on print.
- Small advertisers allocate 4–7% more to digital than larger ones.
- Car rental companies invest the most in social media (35%), followed by hotels (38%) and DMOs (39%).
2020 Budget Allocation Intentions
| Channel | Social | Paid Search | Mobile | Video | Testing & Innovation | Connected TV | Meta-search | Programmatic Display | OTA | Audio |
|---|---|---|---|---|---|---|---|---|---|---|
| North America (NA) | 43% | 33% | 28% | 26% | 20% | 17% | 15% | 15% | 15% | 14% |
| Europe (EU) | 40% | 34% | 28% | 26% | 24% | 16% | 19% | 19% | 18% | 18% |
| Latin America (LATAM) | 56% | 42% | 40% | 31% | 34% | 22% | 30% | 26% | 30% | 22% |
| Middle East (ME) | 58% | 47% | 37% | 47% | 47% | 29% | 42% | 29% | 37% | 42% |
| APAC | 39% | 37% | 34% | 26% | 20% | 20% | 19% | 16% | 20% | 17% |
| Airline | 45% | 32% | 31% | 28% | 23% | 21% | 14% | 24% | 11% | 18% |
| Hotel | 38% | 30% | 30% | 22% | 20% | 17% | 16% | 14% | 17% | 16% |
| DMO | 39% | 46% | 33% | 25% | 26% | 14% | 26% | 22% | 14% | 19% |
| Car Rental | 43% | 31% | 32% | 23% | 23% | 20% | 15% | 24% | 11% | 19% |
| Cruise | 43% | 27% | 28% | 25% | 25% | 18% | 10% | 21% | 12% | 16% |
| Attraction | 47% | 26% | 28% | 22% | 20% | 16% | 9% | 15% | 14% | 13% |
| OTA or Metasearch | 53% | 43% | 34% | 36% | 26% | 17% | 31% | 24% | 29% | 21% |
| Small Advertiser | 31% | 21% | 25% | 15% | 13% | 8% | 12% | 10% | 15% | 11% |
| Mid-Size Advertiser | 44% | 39% | 34% | 30% | 26% | 21% | 20% | 18% | 18% | 20% |
| Large Advertiser | 45% | 36% | 33% | 30% | 25% | 28% | 19% | 23% | 15% | 19% |
The Role of Data and Always-On Campaigns
- Data activation is seen as essential for understanding customer behavior and optimizing marketing strategies.
- 50% of marketers believe data helps in targeting travelers based on intent and their position in the path to purchase.
- 47% of travel marketers maintain a continuous digital presence to engage with the always-on traveler.
- 65% of marketers use real-time intent signals (search, bookings, web surfing) to create personalized ads and offers.
- Machine learning is increasingly important, with 35% of marketers finding it important to optimize targeting in real-time, though only 11% currently use it.
Personalization Insights
- Marketers are using a mix of first-party and third-party data for personalization.
- DMOs are the only vertical that plans to invest more in paid search than social media (46%).
Future Trends and Technologies
- Interactive video and Connected TV (CTV) are expected to grow significantly.
- Machine-learned generated audiences and chatbots are top three investments for the next five years.
- Augmented Reality (AR) and Virtual Reality (VR), messaging apps, and smart speakers are seen as potential disruptors.
- Amazon is viewed as a possible new player in travel advertising, with 51% of marketers expecting it to enter the market within five years.
Conclusion and Recommendations
- Travel marketers are increasingly adopting multi-channel strategies to reach travelers where they are.
- Always-on campaigns are crucial for maintaining brand visibility and delivering relevant messages.
- Testing and innovation are becoming more important, with a significant shift in budget allocation.
- Data and personalization are key to improving campaign effectiveness and ROI.
- Marketers should focus on segmenting audiences, leveraging emerging technologies, and maintaining a consistent digital presence to stay competitive.
This report underscores the importance of adaptability, data-driven decisions, and strategic investment in new technologies to succeed in the evolving travel advertising landscape.
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