旅游和住宿业的广告投入同比增长 9
Sydney – April 16, 2025 – Nielsen Ad Intel data shows that travel and accommodation has grown strongly over the past year, with advertising investment in the sector reaching $636.7 million from April 2024 to March 2025 – a 9% year-on-year increase.
航空公司是这一增长的重要推动力，在广告类别中排名第二，与去年同期相比增长了 15%。
阿联酋航空以 29.6% 的增幅遥遥领先，其次是新西兰航空（增长 20.2%）和澳洲航空，后者的广告支出增长了 9.6%，维珍澳大利亚航空、澳洲航空、捷星航空、阿联酋航空和新西兰航空分别成为这一竞争激烈行业的五大航空公司广告主。
包括在线平台在内的旅行社也加大了广告投入，支出比上一年增加了 20%。Booking.com、Ignite Travel、Flight Centre、Scenic Tours Australia 和 TripADeal 成为该类别中花费最高的五大广告商。
尼尔森消费者与媒体视角（CMV）的数据显示，广告的激增与消费者强烈的旅行意愿相吻合，近一半的受访者（42%）表示计划在未来六个月内乘坐国内航班，41%的受访者打算在未来一年内出国旅行。
在澳大利亚，新南威尔士州、昆士兰州和维多利亚州仍然是最受欢迎的度假州。悉尼和墨尔本仍然是最受青睐的目的地，分别吸引了 9% 的潜在游客。与此同时，黄金海岸和布里斯班紧随其后，分别吸引了 6% 和 5% 的意向游客。
在国际旅行方面，日本和欧洲是最受欢迎的目的地，美国和加拿大紧随其后。
Nielsen Ad Intel’s Pacific Commercial Lead, Rose Lopreiato, said: “Travellers are increasingly eager to explore again, and brands are responding with heightened promotional efforts to meet the demand. Travel advertisers who keep a close eye on competitor activity and consumer sentiment will be best positioned to make the most of it, and maximise their marketing. Knowing your competition’s strategies and aligning your own ad spend with emerging travel trends will make the difference between standing out and getting lost in the crowd”.
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics added: “As travel surges, it’s more important than ever for advertisers to understand not only where the competition is investing, but also how consumers’ preferences are changing, at more than just the demographic level. Insights like these enable brands to craft more impactful campaigns and connect with travellers when they’re most likely to look and most ready to book.”
新闻联系人
丹-查普曼
dan.chapman@nielsen.com
+61 4040884
