Travel's on the up: With US adults' demand for domestic travel on the rise, prices are following. But there are still a few ways for marketers to capture that demand among price-conscious travelers.
Most US adults are ready for a vacation
On today's episode, we discuss how airlines, hotels, and vacation rental homes are recovering, and the ways in which travel might be changed forever. We then talk about the shift of ad dollars and viewers from connected TV to linear, TV makers that are staking their future growth on streaming ads, and how the vMVPD (skinny bundle) market is shaking out. Tune in to the discussion with eMarketer associate forecasting analyst Zach Goldner, director of forecasting Oscar Orozco, and senior forecasting analyst at Insider Intelligence Eric Haggstrom.
Traditionally, travel advertisers including online travel agencies are among the biggest search ad spenders on Google. That business tanked last year, but ecommerce-related search advertising outperformed thanks to the supercharged digital retail environment.
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.
US travelers want COVID-19 vaccine passports
Travel ad dollars fly higher
Younger flyers are looking for extras: Spirit Airlines has revamped its loyalty program to reward consumers for more than distance accrued, and they’re not alone in looking to expand its rewards to attract younger frequent flyers.
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.