Reaching the Next Generation of Travelers: A Marketer’s Guide to Navigating the New Digital Advertising Landscape
The travel industry is showing strong signs of not just recovery, but even of a surprising resurgence. By the end of 2021, consumers were searching for and planning trips with longer lead times in more distant destinations¹, demonstrating an increase in interest and travel bookings.
In the first few months of 2022, short-term rentals increased more than at any other point since March 2020. These trends are only expected to continue beyond the end of 2022; the value of the global travel industry is expected to reach $5,297.78 billion by 2025.²
But that resurgence is unfolding against an entirely new landscape of traveler behavior. Popular and top-of-mind issues like sustainability, health, and wellness are guiding many consumers’ travel decisions.³ Mobile usage skyrocketed during the pandemic and has since settled at increasingly high rates.4 The popularity of streaming services is surpassing that of traditional linear TV as more consumers cut the cord.5
All of these new behaviors indicate a changing reality for travel advertisers, who must now contend with a fragmented landscape, an onslaught of new ad formats, and evolving consumer expectations to stay relevant.
In this report, Skift and Amazon Ads use recent research and exclusive interviews with industry leaders to explore the opportunities and challenges emerging in this shifting advertising landscape. The report provides valuable insights and best practices to help travel advertisers activate new audiences through non-traditional ad channels, including mobile, streaming TV, and audio.
Understanding changing consumer habits, evolving technologies, and expanding advertising opportunities will allow travel brands to make the most of the industry’s upswing while successfully engaging today’s modern travelers.
In this report:
- A look at next-gen travelers and the changing media landscape
- How marketers can make the most of multi-format advertising channels
- The new role of streaming TV and what that means for advertisers
- How marketers can think creatively about innovative, memorable ad experiences