Travel is ticking up as the U.S. re-opens and vaccinations become more available. The CDC is still recommending that vaccinated people follow precautions, especially when traveling internationally, but a recent survey, shows that seven-in-10 Americans are eager to begin traveling via plane and booking a vacation as soon as they’re able. Overall, adults 35-49 were among the most eager to enjoy these activities as soon as COVID restrictions are lifted.
Dies sind gute Nachrichten für Werbetreibende, die die Reisebranche nach der Pandemie anführen wollen, indem sie auf der Welle des wachsenden Optimismus der Verbraucher reiten. Da die Reisebranche einer der am stärksten von der Pandemie betroffenen Wirtschaftszweige ist, haben die Vermarkter sicherlich einen hohen Berg zu erklimmen, um das Niveau von vor der Pandemie wieder zu erreichen. Die Werbeausgaben in der Reisebranche sind während der COVID-19 im Februar 2021 im Vergleich zum Vorjahr um 77 % gesunken.
Throughout the pandemic, keeping brand awareness high has been important but challenging for those in the travel industry who were trying to keep their businesses afloat without encouraging risky behavior. Knowing that it can take three to five years to recover from halted advertising, a recent analysis of ad spending showed that many of the pre-pandemic heavy advertising spenders in the travel industry have kept their investments up, relative to the industry. By being able to stay top-of-mind during this down time, these brands are more likely to experience a smoother rebound as travel picks up.
Uber was one transportation company that completely changed its advertising strategy during the pandemic. Used mainly for short-distance travel, this company ramped up spending, becoming one of the top three ad spenders during the pandemic. The company highlighted its safety protocols, and as people begin returning to local cafes, restaurants, bars and hair salons, it’s likely to stay at the forefront of consumers’ minds.
Es wird noch einige Zeit dauern, bis die Reisetätigkeit wieder das Niveau von vor der Pandemie erreicht hat, aber die Menschen werden wahrscheinlich beginnen, über ihre lokalen Reisen des letzten Sommers hinauszugehen. Ein Blick auf die Werbeausgaben nach Kategorien zeigt diesen Optimismus.
Online Travel ad spend for travel fell by 85% after the pandemic, when comparing March 2019 – February2020 to March 2020 – February 2021. While spend is still far below pre-pandemic levels, as of February 2021 the category was ticking upwards and represented the largest travel advertising category by spend at $10.5 billion. This is nearly three times more than the second largest category, Passenger Airlines, at $3.4 billion.
Während sich die Werbung weiter erholt, werden die Marken einen zunehmend unübersichtlichen Markt vorfinden. Sie können bei den reiselustigen Verbrauchern einen Durchbruch erzielen, indem sie ihre Herausforderungen, Bedürfnisse und die Orte, an denen sie ihre Zeit verbringen, auf den verschiedenen Plattformen besser verstehen.
For more information, download the Nielsen Total Audience Report: Advertising Across Today’s Media.
