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.
这对广告商来说是个好消息，因为他们希望借助消费者日益乐观的情绪，引领旅游业走出大流行病的阴影。旅游业是受疫情影响最严重的行业之一，营销人员要想恢复到疫情爆发前的水平，无疑任重而道远。截至 2021 年 2 月，在 COVID-19 期间，旅游业的广告支出同比下降了 77%。
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.
旅行人数要回升到大流行前的水平仍需时日，但人们可能会开始超越去年夏天的本地公路旅行。对各类广告支出的分析表明了这种乐观情绪。
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.
随着广告业的持续反弹，品牌将发现市场越来越杂乱无章。品牌可以通过更好地了解消费者面临的挑战、需求以及他们在哪些平台上花费时间，从而在渴望旅行的消费者面前取得突破。
For more information, download the Nielsen Total Audience Report: Advertising Across Today’s Media.
