Travel Advertising in U.S. and Europe: Industry Sizing and Trends

Summary

Technology has driven massive shifts in consumer travel behavior. Travelers now dream of, research, shop and book their travel across devices, and are led into the funnel through various advertising channels. The travel industry has bounced back after a few difficult years, and advertising budgets are likewise rising. Based on a combination of executive interviews, surveys and market sizing work, this report represents a deep dive into the travel ad spend landscape in the U.S. and Europe, exploring the essential trends that define digital travel advertising. Specific topics include:

• Analysis of travel ad spend by travel companies in the U.S., U.K., France and Germany
• Spend allocation by device, channel and ad product
• Implementation and effectiveness of various ad products
• Impact of emerging technologies on ad spend
• Conversions, brand awareness, attributions and more