Travel

On today's episode, we discuss what "going back to the office" may actually mean, the dawn of “tiered-access journalism,” video safe havens for brands, possible surges in travel plans, Facebook's new video speed dating app called Sparked, why the Rubik's Cube was invented, and more. Tune in to listen to the discussion with eMarketer principal analysts Jillian Ryan and Jeremy Goldman, and analyst at Insider Intelligence Blake Droesch.

A surge in travel may be coming: A new poll found that a majority of US consumers are optimistic about traveling this summer, suggesting a potential demand shock is on the industry's horizon.

eMarketer senior analyst at Insider Intelligence Jasmine Enberg discusses when travel (and travel advertising) will recover and some good and not-so-good examples of how travel advertisers are running campaigns. She then talks about whether Twitter can make a space for healthy conversations, our expectations for WhatsApp, and the significance of social platforms ending the year looking more alike than ever.

Travelers are feeling optimistic about 2021: Though sentiment varies by country. Still, across all countries, people feel better as the year progresses—by Q3, the majority said they were likely to travel.

Airline ad spend dips again—what little recovery was seen pre-holidays has been reversed as cases surge. The industry will see a slight rebound in ad spend as the vaccine rolls out, but it won’t approach pre-pandemic levels for a while.

Travel: The number of US adults traveling for the holidays will drop 29% this year, with air travel seeing much worse declines than car travel.

The travel industry has been devastated by the coronavirus pandemic unlike any other. Everyone from airlines to hotels to travel retailers have had to halt much of their operations and marketing as a majority of consumers around the world shelter in place.

Today marks a big milestone at Insider Intelligence: We launched our new platform, unifying our two brands (eMarketer and Business Insider Intelligence) into a single online experience and expanded our Financial Services coverage. We also just published a report that’s been long in the making--and it happens to be our very first under the new brand.

In a challenging year for advertising worldwide, Germany will experience a slowdown similar to that of every other market we track. Germany’s digital ad spending had grown at double-digit rates for each of the past three years, but pandemic-disrupted 2020 will see that growth slow to just 0.8%.

In terms of the allocations of spend across industries, 2020 will be a story of two trends. On one hand, digital ad investments (and advertising investments overall, for that matter) in some sectors will decline immensely as a result of those industries facing insurmountable barriers. On the other, the pandemic will allow certain other industries to remain resilient in terms of digital spend, with relatively strong growth forecasts for the year. It comes as no surprise that the automotive and travel industries will experience huge spending declines in 2020. As the UK imposed strict lockdown rules, pretty much all travel was nixed for several months. Investment in digital advertising by these two industries will thus suffer, with spend declining by 20.4% for auto and by 36.7% for travel this year.

No industry has been as devastated by the coronavirus pandemic and its effects as travel. Airlines, car rental agencies, hotels and resorts, online booking services, cruises and destination marketing organizations, and business travel support services found their operations ground to a near-halt for much of Q2 2020, and the situation has barely improved in H2.

We forecast that US travel digital ad spending will drop by 41.0% this year to just $3.24 billion. No other industry will decline as fast or spend as little.