Sojern-2019年旅游业报告（英文）-2019.10-53页_10mb

2019 Report on Travel Advertising Summary

Core Content

The 2019 Report on Travel Advertising by Sojern provides an in-depth analysis of the challenges, strategies, and future trends in the travel advertising industry, based on responses from over 600 global travel marketers. It explores how travel marketers are adapting to a rapidly evolving digital advertising ecosystem, focusing on the allocation of ad budgets, the effectiveness of various channels and formats, and the importance of data and measurement in driving campaign success.

Main Challenges

Travel marketers face several key challenges, including:

• Expiring real-time inventory and the complexity of the path to purchase.
• Managing customer data effectively, especially with the implementation of GDPR.
• Keeping up with fast-paced technological changes.
• Delivering personalized ads and offers in real-time.

These challenges are consistent across regions and verticals, though the emphasis varies:

Top Challenges by Region:

• North America (NA): 46% - Keeping up with the fast-paced advertising and technology landscape
• Europe (EU): 45% - Understanding how to use customer data more effectively
• Asia-Pacific (APAC): 55% - Driving direct bookings
• Latin America (LATAM): 51% - Delivering personalized ads and offers in real-time
• Middle East and Africa (MEA): 49% - Keeping up with the fast-paced advertising and technology landscape

Top Challenges by Vertical:

• Destination Marketing Organizations (DMO): 52% - Real-time personalization
• Attraction Marketers: 46% - Effective data usage
• Car Rental Marketers: 61% - Real-time personalization
• Cruise Marketers: 55% - Real-time personalization
• Airlines: 49% - Effective data usage
• Hotels: 48% - Keeping up with the fast-paced advertising and technology landscape

Top Challenges by Advertising Spend:

• Small Advertisers (<$50,000): 51% - Achieving ROI and profitability targets
• Mid-Size Advertisers ($50k–$1M): 43% - Keeping up with fast-paced changes
• Large Advertisers (> $1M): 58% - Real-time personalization

Advertising Spend Trends

2018 Digital Ad Spend:

• Digital represented the largest portion of ad spend across all verticals.
• Social media (Facebook and Instagram) and paid search were the top channels.
• Video accounted for 9% of ad spend in 2018, but 46% of marketers plan to increase video spend in 2019.

2019 Digital Spend Allocation:

• 77% of Cruise marketers, 74% of Airlines, and 73% of DMOs plan to increase digital ad spend.
• Facebook and Instagram are expected to see the highest increase in spend, with 55% of marketers planning to spend more on these platforms.
• Programmatic display and mobile are also expected to see growth, particularly in APAC and LATAM.

Successful Digital Advertising Tactics

• Multi-channel and multi-device strategies are essential to reach travelers at various stages of their journey.
• Facebook and Instagram are the most effective platforms for both branding and direct response, with 69% and 58% of marketers citing them as top choices, respectively.
• Facebook Dynamic Ads and Facebook Stories are gaining traction, with more than half of travel marketers planning to use them in 2019.
• Instagram videos are also expected to see significant growth, with over half of marketers planning to use them.

Regional Trends:

• Middle East marketers plan to increase use of Instagram Ads and Instagram Stories.
• Airlines are the top vertical for using Facebook Dynamic Ads for Travel (68%).
• Small advertisers are less likely to experiment with platforms like Twitter, Snapchat, and Pinterest.

Campaign Measurement

• The top metrics used by travel marketers include:
  • Website traffic
  • Cost per booking
  • Click-through rate (CTR)
• Brand lift (awareness, consideration, brand perception) is used by fewer than 20% of marketers.
• Incrementality (measuring the lift provided by advertising spend) is more important for larger advertisers, with 19% measuring it.
• Attribution models such as click-through, view-through, and multi-touch are widely used, with last-touch being less popular (under 20%).

Future of Travel Advertising

• The future of travel advertising is expected to be shaped by:
  • More personalized messaging and real-time targeting.
  • Data-driven strategies and advanced analytics.
  • Programmatic advertising across Connected Television (CTV), which is expected to grow significantly.
• Video is becoming a central part of travel marketing, with YouTube and Facebook being the most used platforms.
• AI and automation are being leveraged to optimize campaigns and improve ROI.
• Integration of social and display advertising is becoming more common, with multi-touch attribution models playing a key role in understanding the full path to purchase.

Key Insights

• Travelers have non-linear paths to purchase with over 500 touchpoints.
• Personalization is a critical differentiator in the travel industry.
• Social media continues to be a dominant channel, especially for branding and direct response.
• Video and programmatic advertising are emerging as key growth areas.
• Data and technology are becoming increasingly important for campaign optimization and ROI maximization.

Conclusion

The 2019 report highlights the growing complexity and opportunities in the travel advertising space. Marketers are shifting towards data-driven, personalized, and multi-channel strategies, with a strong focus on social media and video. As the digital landscape continues to evolve, the ability to measure and attribute campaign success will become even more critical for travel brands to remain competitive.