US Digital Travel Forecast Overview 2023

New Projections for Total Sales, Bookers, Researchers, Ad Spending, and More

Report by Ethan Cramer-Flood  | UPDATED: Dec 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
The travel industry’s recovery is complete, and growth remains strong across numerous digital metrics.
Digital travel sales will reach nearly $300 billion this year, and most of that will come via desktop/laptop.
Just over half the US adult population will book travel digitally this year.
The travel industry is a small player in digital ad spending, but it is growing the fastest.
Digital advertising by accommodations accounts for nearly 40% of travel industry spending.
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Your one-stop-shop for travel industry digital metrics in 2023.
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Travel
US
Table of Contents
Executive Summary
The travel industry’s recovery is complete, and growth remains strong across numerous digital metrics.
Digital travel sales will reach nearly $300 billion this year, and most of that will come via desktop/laptop.
Just over half the US adult population will book travel digitally this year.
The travel industry is a small player in digital ad spending, but it is growing the fastest.
Digital advertising by accommodations accounts for nearly 40% of travel industry spending.
Media Gallery

The US travel industry’s booming recovery from its 2020 lows will continue unabated in 2023. Total digital travel sales will reach an all-time high, as will the number of digital travel bookers. Travel industry digital advertisers, in turn, will spend more than ever before.

Key Question: What is the outlook for the travel industry in 2023 and beyond across the full range of digital metrics forecast by Insider Intelligence?

US Travel Industry Digital Ad Spending, 2021-2025 (billions, % change, and % of total US digital ad spending)
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KEY STAT: Digital ad spending by the US travel industry will grow by 14.3% this year. This will be the third year in a row that travel advertisers will increase spending more quickly than any other industry, and that will happen again in 2024.

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Table of Contents

  1. Executive Summary
  2. The travel industry’s recovery is complete, and growth remains strong across numerous digital metrics.
  3. Digital travel sales will reach nearly $300 billion this year, and most of that will come via desktop/laptop.
  1. Just over half the US adult population will book travel digitally this year.
  2. The travel industry is a small player in digital ad spending, but it is growing the fastest.
  3. Digital advertising by accommodations accounts for nearly 40% of travel industry spending.
  1. Media Gallery

Charts in This Report

US Travel Industry Digital Ad Spending, 2021-2025 (billions, % change, and % of total US digital ad spending)US Digital Travel Bookers, 2023-2027 (millions, % change, and % of internet users)
US Digital Travel Researchers, by Device, 2023 (millions)US Digital Ad Spending Growth, by Industry, 2023 (% change)
US Travel Industry Digital Ad Spending Share, by Format, 2023 (% of total digital ad spending)US Travel Industry Digital Ad Spending Share, by Subcategory, 2023 (% of total travel digital ad spending)
US Travel Industry Digital Ad Spending, by Subcategory, 2021-2025 (billions)

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First Published on Oct 13, 2023

authors

Ethan Cramer-Flood

Contributors

Cosima Balletti-Thomas
Associate Forecasting Analyst
Paul Briggs
Principal Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Peter Newman
Director, Forecasting
Oscar Orozco
Director, Forecasting