The travel and tourism industry has seen an outsized impact from the COVID-19 pandemic. As tourism trends recovered in mid-2021 with the arrival of the first COVID vaccines, declined during the Omicron surge, and began to recuperate again in the new year as it abated, the sector has had to continue to adjust its advertising strategies.
Our new Travel & Tourism report explores the category’s top advertisers in the United States, changes in spending patterns and creative strategies during the COVID-19 pandemic, and what we can expect from this industry in 2022 and beyond.
Accommodations and Lodging Ad Spending Tracks Pandemic Restrictions
U.S. ad spending across all channels surged late in 2019 before plummeting in the spring of 2020 due to coronavirus lockdowns and global travel restrictions. With millions of Americans turning to the digital nomad life and hitting the road for socially distanced vacations, ad spend started to return from late summer 2020 until March 2021 when Desktop Video activity surpassed its two-year record high from January 2020.
Another dip in ad activity correlated with the arrival of the Delta variant in spring and late summer of 2021 before stabilizing to winter 2019 levels by the end of the year. Spend varied by source, however, with Facebook and Instagram maintaining an upward trend since mid-2020.
Download the Report to Discover the Latest Travel & Tourism Trends
Get the full Travel & Tourism report for more in-depth analysis on the latest advertising trends, including:
- An overview of the top categories in Travel & Tourism advertising
- Key trends for Accommodations & Lodging, Theme Parks, and Transportation advertisers
- Recent creative strategies from top advertisers in the sector
- A spotlight on our newest channel, Over-the-Top (OTT)
- Plus much more
Want more insights into the Travel & Tourism category? With Pathmatics, view spend, impressions, creatives, and much more across social, video, OTT, mobile, and display. Request a demo today!
After earning her BS in Statistics, Yuwen had 3 years of experience in marketing & purchasing strategy analysis. She then made the transition to the digital advertising industry in 2021 and has been focusing on digital ad analysis, competitors’ comparison analysis.