Join eMarketer Analyst Dan Marcec as he discusses key issues facing travel marketers, including the outlook for US online travel sales, as well as behavioral trends among online travel researchers and bookers both in the US and globally.
US advertisers are spending more online and through mobile. How does that compare just to the travel industry? Not surprisingly, online leisure travel ad spend is growing at a significant pace. Overall spend will more than double by 2016. Of course, this only means that the competition for online consumers’ eyes is going to heat up. Travel marketers are already battling across the web to pull in more customers to book directly on their sites, and the increased spend means a more crowded marketplace. This means that travel marketers aren’t only going to be spending more, they’re going to have to get creative in how they present content and where they put their marketing dollars if they want to see an ROI.
eMarketer’s forecast shows that leisure travel online ad spending is going to grow significantly, and that adds additional pressure for travel marketers to hit their target consumers more precisely to stand out from the crowd. Compounding this competitive environment just within the travel vertical, leisure travel online advertising is growing in step with all other industries’ advertising spend as well. Despite doubling their efforts, travel marketers aren’t gaining significant share. That means the pressure is on for advertisers to differentiate and stand out amidst all other ads. For example, if they’re running general branding campaigns in a national news outlet, they’re going to be competing with retail, finance and automotive at the very least, and they’re going to have to make their content both attractive and accessible to meet their goals.