Digital travel ad spends grow amid COVID-19 as more people book directly

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 26, 2021, 2:55 AM UTC

Worldwide Business Research (WBR) polled 300 travel marketers globally.

Travel marketers plan to increase digital ad spends to run direct response campaigns, as more travellers book directly amid COVID-19, as per WBR. However, 39 of 300 travel marketers report that branding accounts for the majority of their budget or it is equally divided between branding and performance ads.

Also, most travel marketers are concerned about the market's speed of recovery, with 44.9% believing their ad budgets will not return to pre-pandemic levels until 2025 to 2030. 37.5% expect spends to return to pre-pandemic levels before 2025.

Additionally, a cited Bernstein report states that travel companies are likely to spend digital ad budgets on paid search ads rather than display ads. 50% of travel brands in Europe are allocating 26% to 49% of their advertising budgets to digital ads.

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