Digital advertising spend in the travel sector grows 36% by 2022

21-09-22

The Travel & Tourism sector was one of the hardest hit by the Covid-19 pandemic as confinements, travel restrictions and the disappearance of international tourism brought activity to a virtual standstill.

With the end of the restrictions, this sector has been recovering its normal activity and this has been noticed in the investment in digital advertising. According to the Zenith report, this year, 2022, investment in digital advertising will reach 16.4 billion dollars, a 36% increase.

In 2021, growth stood at 24%. This figure corresponds to the investment in digital advertising by airlines and tourist accommodation in 13 global markets: Australia, Canada, China, France, Germany, India, Italy, Poland, Russia, Spain, Switzerland, the United Kingdom and the United States.

Juan Luis Fuentes, Commercial Director of Getfluence explains that "despite the improvement, Zenith analysts have explained that they do not expect this digital advertising spend to exceed pre-pandemic levels until 2023, with a forecast of $19.6 billion".

The current pre-pandemic situation is different, with an international landscape that has changed substantially, forcing airlines and tourist accommodation to reinvent themselves and to rely on innovative promotional methods.

"To capture an increasingly demanding clientele, who are looking for more personalised experiences, creative tourism, but at the same time take into account safety and sustainability, Branded Content is positioned as a key tool to improve their visibility and credibility," adds Fuentes.

Sponsored content

Thanks to the characteristics of this format, which integrates perfectly with editorial content without being invasive, companies in the Travel & Tourism sector can communicate their strategies and offers through sponsored content, allowing travellers to make more informed decisions.

"The holiday period is not over, as there are many regions in Spain where foreign tourists still visit in October and November, and there are also several long weekends coming up, so tour operators must fine-tune their strategies to attract these customers," explains the Getfluence executive.

Due to its international profile, Getfluence, a leading Branded Content platform, is an essential tool to successfully tackle the end of this year.

International media

"By having an international media base segmented by sector, the tourism company can find the right editor more quickly. In this sense, the company can research different publishers in different countries and their audiences to find those with an audience that is likely to be interested in its offer," says Fuentes.

To effectively connect media with tourism businesses, Getfluence allows these brands to save time and access a large selection of European media, while ensuring price transparency.

With more than 10,000 influential international press outlets integrated into the platform, brands and advertisers can publish several formats: the sponsored article (to benefit from the publisher's expertise) and the advertorial (for a more controlled brand discourse). Both formats can be accompanied by media visibility campaigns, a strategy that reinforces brand awareness.