Airbnb Emerges as Top-Spending Travel Brand on U.S. TV in 2022
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Dennis' Online Travel Briefing
Editor’s Note: Every Wednesday, Executive Editor and online travel rockstar Dennis Schaal will bring readers exclusive reporting and insight into the business of online travel and digital booking, and how this sector has an impact across the travel industry.Airbnb was the top-spending travel brand on U.S. national TV during the first 11 months of 2022 at an estimated $86.5 million, but it was merely the ninth most-seen among travel websites, hotels and motels, resorts and theme parks, cruise lines and airlines.
That's according to an estimate from TV analytics firm iSpot.tv. This pertains only to TV ads that run nationally; the estimate is only covers the United States.
That Airbnb emphasized brand advertising on TV is not surprising. The short-term rental giant has been vocal about preferring brand advertising in its various forms, including online video and TV, to search engine marketing. In doing so, Airbnb sought to attract new hosts, and generate bookings from guests directly on its websites or app.
https://youtu.be/Gxk26eiEp4E
But it was a budget hotel brand, Choice Hotels, that attracted the most eyeballs so far in 2022 on U.S. national TV.
"After sitting out TV ads almost entirely in 2021, Choice Hotels spent $43.
