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.
Essa é uma boa notícia para os anunciantes que pretendem liderar o setor de viagens quando sairmos da pandemia, aproveitando a onda desse crescente otimismo do consumidor. Como o setor de viagens foi um dos mais atingidos pela pandemia, os profissionais de marketing certamente têm um longo caminho a percorrer para voltar aos níveis anteriores à pandemia. Os gastos com publicidade no setor de viagens caíram 77% em relação ao ano anterior durante a COVID-19 em fevereiro de 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.
Ainda levará algum tempo para que as viagens voltem aos níveis pré-pandêmicos, mas é provável que as pessoas comecem a ir além das viagens locais do verão passado. Uma análise dos gastos com publicidade por categoria demonstra esse otimismo.
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.
À medida que a publicidade continua a se recuperar, as marcas encontrarão um mercado cada vez mais confuso. Elas podem se aproximar dos consumidores que estão ansiosos para viajar, entendendo melhor seus desafios, necessidades e onde estão gastando seu tempo nas plataformas.
For more information, download the Nielsen Total Audience Report: Advertising Across Today’s Media.
