StateoftheIndustry:The2019ReportonTravelAdvertisingPerspectivesfrom600+TravelMarketersAroundtheWorldTothatend,Sojernsurveyedmorethan600travelmarketersaroundtheworldtobetterunderstandhowthey’renavigatingthesecomplexities.Weexaminetheirkeychallenges,howtheyareallocatingadvertisingbudgetacrosschannels,wheretheyarefindingsuccess,andwhattechnologiesmayimpactthefutureofmarketing.Asconsumptionofmediaconstantlyevolves—beitplayingwithvirtualreality,watchingstreamingvideos,oraskingAlexafortriprecommendations—marketersarepresentedwithnewchallengestomaster,includinganumberofnewadvertisingplatforms,channels,formats,andmeasurementtools.Thisreportwillhelptravelmarketersbetterbenchmarktheirownbudgetandadvertisingdecisions,givingtheminsightintowhatothersintheindustryaredoingacrossregions,verticals,andsizeofadvertisingbudgets.InSojern’s2019ReportonTravelAdvertising,youwilllearn:•Thebiggestmarketingandmeasurementchallenges,includingthetoolsandmetricsreliedontohelpdrivebrandawarenessandconversions•Strategiesandapproachesusedtodeterminespendallocationacrossplatformsandchannels•Whichdigitalmediachannelsandformatsarebeingused,andwhicharemosteffective,toinfluencetravelersalongthepathtopurchase•Thefutureoftraveladvertising,andwhatinnovationscoulddisruptthewaymarketersreachtheiraudiencesThedigitaladvertisingecosystemgrowsincreasinglycomplexfortravelmarketers.3StateoftheTravelIndustry“Youmustshiftyourmindfromairingyourcampaignsandwaitingforyouraudiencestochaseyou.It’sreallyimportanttofindyouraudienceandthenbethere,wherethey’remostinterestedandengaged.”LilianMoschidouMarketingDirector,ThisisAthens&Partners“We’reattheforefrontofseeingusers’changingbehaviors.Searchingforandbookingtravelisnotlinearandtravelersarenotloyaltospecificbrands—evenifthey’reapartofaloyaltyprogram.Weoftenseemorethan500touchpointsinatraveler’spathtopurchase,acrossmultiplechannelsanddevices,andit’sonlycontinuingtoexpand.Sohowcanyouscaleyourmarketingcampaignswiththesameapproachandmarketingbudgetwhenyo...
