What are others in the attractions, tours, and activities space focused on? And where are they spending?
In Sojern’s 2019 State of the Travel Industry Report over 600 travel marketers weighed in on the biggest marketing and measurement challenges, strategies for determining spend allocation across platforms and channels, which digital media channels and formats are being used, and the future of travel advertising.
Here are some of the key trends Sojern found for attractions:
Trend #1 Social Spend is Growing Faster Than Ever for Attractions
Digital was 40% of all attractions advertising spend in 2018, and that number will rise, with 71% of attraction, tour, and activity marketers planning to spend more in 2019. However, digital comes in many forms, across a vast number of channels—requiring extensive planning, knowledge, and expertise to evaluate and get the most out of all the options. So, where is the digital budget spent? When you combine Facebook and Instagram with other social, it’s by far the largest at 33%, a larger reliance than any of the other travel verticals.
Trend #2 Video is on the Rise for Attraction, Tour, and Activity Marketers
Because videos easily help tell the story of travel, it’s no surprise that Facebook and YouTube are the most utilized ad video platforms globally.
One of the key trends we see globally is the use of visual storytelling as travelers increasingly consume information through watching online videos. In 2019, similar to 2018, the top three channels marketers plan to invest for video are Facebook, YouTube, and Instagram. Instagram video especially is showing fast growth, rising from 51% in 2018 to 63% this year.
As consumers cut the cord on linear television and opt to view shows through over-the-top (OTT) options, the ability to programmatically target television is an exciting space for marketers. Thus the next big thing in the digital video space is Connected Television (CTV) advertising. While one in four (24%) attractions marketers used CTV in 2018, 44% plan on using CTV this year.
“Where it gets really interesting is when connected televisions becomes widely available through programmatic. We’re just starting to see this happen and believe it will be a game changer. It will allow marketers to use the same audience targeting capabilities that they have applied to digital display on television.” – Kurt Weinsheimer, Chief Solutions Officer, Sojern
Trend #3 Attractions Marketers Cite Big Tech as Disrupting the Travel Industry
All travel verticals rank Facebook and Instagram with the highest ability to disrupt travel marketing, followed by Google, and then Amazon. Attraction marketers are no exception, ranking them at 55%, 41%, and 39% respectively.
Even though Amazon ranked the lowest, this is perhaps due to marketers waiting to see if/how voice search, and other Amazon products, will influence travel search and booking. Last year, Amazon began placing Echo devices in select hotel rooms, starting with Marriott Hotels—enhancing the hotel guests’ experience through the power of voice commands.
Looking for more detail on the key challenges travel marketers face, how they’re allocating advertising budget across channels, where they are finding success, and what technologies may impact the future of marketing?
Download our full State of the Industry: The 2019 Report on Travel Advertising today.