Sojern-2019年旅游业报告（英文）-2019.10-53页.pdf

State of the Industry:The 2019 Report on Travel AdvertisingPerspectives from 600+Travel Marketers Around the WorldTo that end,Sojern surveyed more than 600 travel marketers around the world to better understand how theyre navigating these complexities.We examine their key challenges,how they are allocating advertising budget across channels,where they are finding success,and what technologies may impact the future of marketing.As consumption of media constantly evolvesbe it playing with virtual reality,watching streaming videos,or asking Alexa for trip recommendationsmarketers are presented with new challenges to master,including a number of new advertising platforms,channels,formats,and measurement tools.This report will help travel marketers better benchmark their own budget and advertising decisions,giving them insight into what others in the industry are doing across regions,verticals,and size of advertising budgets.In Sojerns 2019 Report on Travel Advertising,you will learn:The biggest marketing and measurement challenges,including the tools and metrics relied on to help drive brand awareness and conversions Strategies and approaches used to determine spend allocation across platforms and channels Which digital media channels and formats are being used,and which are most effective,to influence travelers along the path to purchase The future of travel advertising,and what innovations could disrupt the way marketers reach their audiences The digital advertising ecosystem grows increasingly complex for travel marketers.3State of the Travel Industry“You must shift your mind from airing your campaigns and waiting for your audiences to chase you.Its really important to find your audience and then be there,where theyre most interested and engaged.”Lilian Moschidou Marketing Director,This is Athens&Partners“Were at the forefront of seeing users changing behaviors.Searching for and booking travel is not linear and travelers are not loyal to specific brandseven if theyre a part of a loyalty program.We often see more than 500 touch points in a travelers path to purchase,across multiple channels and devices,and its only continuing to expand.So how can you scale your marketing campaigns with the same approach and marketing budget when you need to be everywhere?”Stephen Taylor Chief Revenue Officer,Sojern4State of the Travel IndustryState of the Industry:The 2019 Report on Travel Advertising The Complexity of Engaging Todays Traveler 5The State of Travel Advertising Spend 9Successful Digital Advertising Tactics and Channels 21Campaign Measurement Tactics 31Whats Next for Travel Marketers 37Executive Summary 47About Sojern 50Methodology 51The Complexity of Engaging Todays TravelerChapter 15State of the Travel Industry6State of the Travel IndustryKey Challenges for the Travel MarketerExpiring real-time inventory,multiple distribution channels,and a complex path to purchase are just a few of the challenges unique to travel marketing.Add to that the changes in how data is used(GDPR),the increasing number of tools and technology available,and the shifting models used to show return on investment(ROI),and many marketers are faced with multiple obstacles to effectively and efficiently do their jobs.To understand more around the key challenges travel marketers face,we asked respondents to rate how each impacted their organizations.The Complexity of Engaging Todays Traveler“Personalization across multiple customer touch points has always been the goal for travel marketers.Its not just a better brand experience,its the difference between winning or losing the booking.”Kurt Weinsheimer Chief Solutions Officer,Sojern7State of the Travel IndustryEnsuring brand safetyManaging integrated campaigns acrossGoogle,Facebook,and other media partnersReaching new travel audiencesProving incrementalityManaging pricing and profitability acrossmy distribution and marketing partnersDriving direct bookingsUnderstanding how to use mycustomer data more effectivelyKeeping up with the fast-paced advertisingand technology landscapeTargeting travelers during a specific pointalong their path to purchaseAchieving ROI and profitability targetsfor my advertising investmentsDelivering personalized adsand offers in real-timeGlobal Top Marketing ChallengesHow challenging would you describe each of these common travel marketing challenges?(Percentage of respondents who selected“very/extremely challenging”)Source:Sojern,20198State of the Travel IndustryTop Challenges by Region NA:46%Keeping up with the fast-paced advertising and technology landscape EU:45%Understanding how to use my customer data more effectively APAC:55%Driving direct bookings LATAM:51%Delivering personalized ads and offers in real-time MEA:49%Keeping up with the fast-paced advertising and technology landscapeTop Challenges by Travel VerticalMost verticals agree that delivering personalized ads and offers in real-time is their top challenge:52%of Destination Marketing Organizations(DMO)46%of Attraction Marketers 61%of Car Rental Marketers 55%of Cruise MarketersWhile Airlines and Hotels also count delivering personalized ads and offers in real-time among their key challenges,their top challenge varies:Airline Marketers:49%Understanding how to use their customer data more effectively Hotel Marketers:48%Keeping up with the fast-paced advertising and technology landscapeTop Challenges by Size of Advertising Spend*When breaking out the challenges by annual advertising spend,it is understandable that each category has different pain points.Smaller advertisers,for example,are focused on making every dollar count,while large advertisers have more resources to focus on the customer experience,and optimizing every customer touchpoint.Small Advertisers:51%Achieving ROI and profitability targets for my advertising investments Mid-Size Advertisers:43%Keeping up with the fast-paced advertising and technology landscape Large Advertisers:58%Delivering personalized ads and offers in real-timeThe Complexity of Engaging Todays Traveler*Small Advertisers-Annual advertising budget of less than$50,000 Mid-Size Advertisers-Annual advertising budget between$50,000 to$1 million Large Advertisers-Annual advertising budget of more than$1 millionThe State of Travel Advertising Spend Chapter 29State of the Travel Industry10State of the Travel Industry2018 Global Ad SpendDigitalPrintTelevisionOut of HomeRadioOther47%13%16%8%12%4%Approximately what percentage of your or your travel clients advertising dollars was spent across the following media channels in 2018?Source:Sojern,2019Evolution of the Digital Travel Marketing LandscapeDigital advertising represents the largest portion of ad spend for all global marketers in 2018 at 47 percentand that number will only grow.Two in three travel marketers plan to spend more on digital in 2019,versus one in three who plan to increase spending on television,print,radio,or out of home media.The State of Travel Advertising Spend11State of the Travel IndustryAt a regional level,there is not much variance when it comes to digital advertising budgets in 2018.Our survey respondents in North America(NA),Asia Pacific(APAC),and the Middle East and Africa(MEA)all spent over half of their advertising budgets on digital.And for 2019,every region overwhelmingly reported they would spend more,with Latin America(LATAM)leading at 77 percentmaking this the region with the biggest planned growth in digital.Regional Breakdown of Ad Spend2018 Ad Spend,By Region0%10%20%30%40%50%60%OtherRadioOut of HomePrintTelevisionDigitalNAEULATAMMEAAPACApproximately what percentage of your or your travel clients advertising dollars was spent across the following media channels in 2018?Source:Sojern,2019Percentage who Plan on Increasing Digital Ad Spend in 2019,by RegionGlobal66%NA63%EU66%LATAM77%MEA61%APAC72%How do you anticipate your ad dollars will be allocated in 2019 across the following media?(Plan on spending more)Source:Sojern,201912State of the Travel IndustryDigital represents the largest portion of advertising budgets for all verticals.However,more than 50 percent is still allocated to offline vs.onlinecreating an opportunity for travel marketers to increase their digital advertising efforts to reach consumers where theyre spending time and completing the vast majority of their dreaming,shopping,and booking.And,2019 looks to be the year of bigger investment in digital for all travel marketers,regardless of vertical,with Cruise(77%),Airline(74%),and DMO(73%)verticals representing the highest percent of marketers who plan to spend more on digital this year.Vertical Breakdown of Ad SpendPercentage who Plan on Increasing Digital Ad Spend in 2019,by VerticalAirline74%Hotel64%DMO73%Attraction71%Car Rental70%Cruise77%How do you anticipate your ad dollars will be allocated in 2019 across the following media?(Plan on spending more)Source:Sojern,20192018 Ad Spend,By Vertical0%10%20%30%40%50%OtherRadioOut of HomeTVPrintDigitalAirlineHotelDMOAttractionCruiseCar RentalApproximately what percentage of your or your travel clients advertising dollars was spent across the following media channels in 2018?Source:Sojern,2019The State of Travel Advertising Spend13State of the Travel IndustryPercent Who Plan on Increasing Digital Ad Spend in 2019Small Advertisers43%Mid-Size Advertisers67%Large Advertisers82%Size of Advertising Budget,Breakdown of Ad Spend2018 Share of Overall Spend Allocated to Digital64%Small Advertisers44%Mid-Size Advertisers43%Large Advertizers14State of the Travel IndustryHow Travel Marketers Spend Across DigitalGlobally,marketers allocate nearly half of their ad budgets to digital.However,digital comes in many forms,across a vast number of channelsrequiring extensive planning,knowledge,and expertise to evaluate and get the most out of all the options.Travel marketers across the globe allocated the largest amount of spend towards all social,followed by paid search in 2018.For 2019,many of the marketers surveyed report they will spend more on social.And while video is only nine percent of ad spend for 2018,46 percent report they plan to allocate more to video ads in 2019.Top channels global marketers intend to increase spend for 201955%Facebook and Instagram46%Video45%Paid Search45%Mobile2018 Digital Ad Spend,By Digital ChannelProgrammaticDisplayVideoMobileOther SocialOTAMetasearchFacebook andInstagramPaid SearchPrivateMarketplace19%23%9%10%12%5%6%7%9%Approximately what percentage of your digital or your travel clients digital advertising spend was spent across the following types of advertising in 2018?Source:Sojern,201915State of the Travel Industry2018 Digital Channel Ad Spend,By Region0%5%10%15%20%25%MetasearchOther SocialOTAMobileVideoProgrammaticDisplayPrivateMarketplacePaidSearchFacebook andInstagramNAEULATAMMEAAPACApproximately what percentage of your or your travel clients advertising dollars was spent across the following media channels in 2018?Source:Sojern,2019MEA spent the least on all social(22%)and the most on programmatic display(14%)in 2018.Regional Breakdown of Ad Spend,by Digital Channel16State of the Travel Industry2019 Percentage Who Plan on Increasing Digital Ad Spend,By RegionNAEULATAMMEAAPACOTAPrivateMarketplaceMetasearchProgrammaticDisplayOtherSocialMobilePaid SearchVideoFacebook andInstagram0%10%20%30%40%50%60%70%How do you anticipate your ad dollars will be allocated in 2019 across the following types of advertising?(Plan on spending more)Source:Sojern,2019Over half(53%)of APAC marketers plan to spend more on programmatic display and 56 percent of LATAM marketers plan to spend more on mobile in 2019.The State of Travel Advertising Spend17State of the Travel Industry2018 Digital Channel Ad Spend,By VerticalOTAPrivateMarketplaceMetasearchProgrammaticDisplayOther SocialMobilePaid SearchVideoFacebook andInstagram0%5%10%15%20%25%AirlineHotelDMOAttractionCar RentalCruiseApproximately what percentage of your digital or your travel clients digital advertising spend was spent across the following types of advertising in 2018?Source:Sojern,2019Vertical Breakdown of Ad Spend,by Digital ChannelVideo is key for flying the friendly skiesairlines allocated the most amount of spend(12%)towards video.18State of the Travel Industry2019 Percentage Who Plan on Increasing Digital Ad Spend,By VerticalAirlineHotelDMOAttractionCar RentalCruiseOTAPrivateMarketplaceMetasearchProgrammaticDisplayOther SocialMobilePaid SearchVideoFacebook andInstagram0%10%20%30%40%60%50%How do you anticipate your ad dollars will be allocated in 2019 across the following types of advertising?(Plan on spending more)Source:Sojern,2019The State of Travel Advertising SpendIn 2019,more than half of all travel marketers report they plan to spend more on Facebook,with airlines and cruise verticals(60%)representing the highest percent of marketers who plan to spend more on digital this year.19State of the Travel Industry2019 Percentage Who Plan on Increasing Digital Ad Spend,by Size of Advertising BudgetFacebook and InstagramPaid SearchPrivate MarketplaceOTAOther SocialProgrammatic DisplayVideoMetasearchMobileSmall Advertisers44%34%26%23%24%37%37%31%44%Mid-Size Advertisers54%47%31%24%42%36%44%28%42%Large Advertisers64%50%46%29%52%51%52%37%54%2018 Digital Ad Spend,by Size of Advertising BudgetLarge AdvertisersMid-Size AdvertisersSmall AdvertisersProgrammaticDisplayVideoMobileOther SocialOTAMetasearchFacebook andInstagramPaid SearchPrivateMarketplace31%21%12%10%7%6%5%5%4%18%17%13%5%7%12%11%5%11%22%19%11%6%7%11%9%5%9%How do you anticipate your ad dollars will be allocated in 2019 across the following types of advertising?(Plan on spending more)Source:Sojern,2019Approximately what percentage of your digital or your travel clients digital advertising spend was spent across the following types of advertising in 2018?Source:Sojern,201920State of the Travel IndustryThe State of Travel Advertising Spend“One of the most beautiful things about digital media is obviously how measurable it is and how optimizable it is and so we dont do anything without having some expectation of performance,and the ultimate expectation is obviously to get people to the site,get them back to the site,re-target them,and continue to do that until they actually book.”Peter Giorgi Chief Marketing Officer,Celebrity CruisesSuccessful Digital Advertising Tactics and ChannelsChapter 321State of the Travel Industry22State of the Travel IndustryHow Channels are Used to Reach ObjectivesConsumers are using a variety of ways to search and book travel,making it essential for marketers to use a multi-channel,multi-device strategy to reach them and achieve their digital marketing objectives.With marketers increasing spend across the majority of channels,we wanted to uncover how each is best used.Based on our survey,gone are the days when channels are perceived as only useful for branding or direct response.The results indicate that all channels are now used for both.Notably,Facebook a