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State of the Industry: The 2019 Report on Travel Advertising Perspectives 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. 3 State 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, Sojern4 State of the Travel Industry State of the Industry: The 2019 Report on Travel Advertising The Complexity of Engaging Todays Traveler 5 The State of Travel Advertising Spend 9 Successful Digital Advertising Tactics and Channels 21 Campaign Measurement Tactics 31 Whats Next for Travel Marketers 37 Executive Summary 47 About Sojern 50 Methodology 51The Complexity of Engaging Today s Traveler Chapter 1 5 State of the Travel Industry 6 State of the Travel Industry Key Challenges for the Travel Marketer Expiring 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, Sojern 7 State of the Travel Industry suring brand safety Managing integrated migns aoss Googleaboo and other media rtners aing netravel audiens oving inementality Managing ing and ofitability aoss my distribution and mareting rtners iving dire boongs derstanding hoto use my stomer data more effeively eeng uth the fast-d advertising and tenology lands Targeting travelers during a sfiint along their th to rase Aieving I and ofitability targets for my advertising investments livering rsonalized ads and offers in real-time Global Top Marketing Challenges How challenging would you describe each of these common travel marketing challenges? (Percentage of respondents who selected “very/extremely challenging”) Source: Sojern, 2019 8 State of the Travel Industry Top 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 landscape Top Challenges by Travel Vertical Most 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 Marketers While 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 landscape Top 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-time The 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 2 9 State of the Travel Industry 10 State of the Travel Industry 2018 Global Ad Spend Digital Print Television Out of Home Radio Other 47% 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, 2019 Evolution of the Digital Travel Marketing Landscape Digital 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 Spend 11 State of the Travel Industry At 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 (AP AC), 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 Spend 2018 Ad Spend, By Region 0% 10% 20% 30% 40% 50% 60% Other Radio Out of Home Print Television Digital NA EU LATAM MEA APAC Approximately what percentage of your or your travel clients advertising dollars was spent across the following media channels in 2018? Source: Sojern, 2019 Percentage who Plan on Increasing Digital Ad Spend in 2019, by Region Global 66% NA 63% EU 66% LATAM 77% MEA 61% APAC 72% How do you anticipate your ad dollars will be allocated in 2019 across the following media? (Plan on spending more) Source: Sojern, 2019
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