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.
Si tratta di una buona notizia per gli inserzionisti che cercano di guidare il settore dei viaggi all'uscita dalla pandemia, cavalcando l'onda del crescente ottimismo dei consumatori. Poiché il settore dei viaggi è stato uno dei più duramente colpiti dalla pandemia, gli operatori del marketing hanno certamente una strada da percorrere per tornare ai livelli precedenti la pandemia. La spesa pubblicitaria nel settore dei viaggi è calata del 77% rispetto all'anno precedente durante il COVID-19, a partire dal febbraio 2021.
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.
Ci vorrà ancora del tempo prima che i viaggi tornino ai livelli pre-pandemici, ma è probabile che le persone comincino a spingersi oltre i viaggi in macchina locali della scorsa estate. Uno sguardo alla spesa pubblicitaria per categoria dimostra questo ottimismo.
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.
Con la ripresa della pubblicità, i marchi si troveranno di fronte a un mercato sempre più ingombro. Possono raggiungere i consumatori desiderosi di viaggiare comprendendo meglio le loro sfide, le loro esigenze e i luoghi in cui trascorrono il loro tempo sulle varie piattaforme.
For more information, download the Nielsen Total Audience Report: Advertising Across Today’s Media.
