US Travel Industry Ad Spending 2024

After 3 Years Leading All Industries in Spending Growth, Travel’s Outlook Has Moderated

The travel industry remains the smallest advertiser among the nine industry verticals we break out, and its booming ad spending growth cycle is now ending as well. But despite its small size, travel is an important player in search advertising, and its idiosyncratic approach to social and mobile advertising stands out.

Key Question: How much will the travel industry and its subcategories spend on digital advertising this year and through 2026?

Key Stat: After a three-year boom following 2020’s pandemic-driven collapse, travel digital ad spending growth will decline to 8.9% this year. Next year will also be muted, but a cyclical upturn awaits in 2026.

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Table of Contents

  1. Executive Summary
  2. Travel ad spending has fully recovered from its pandemic-era nadir, but the rebound boom is over
  1. Travel prefers search over display advertising more than any other industry
  2. Travel shies away from social network ad spending more than any other industry
  1. Accommodations-related companies spend the most on digital advertising among travel industry subcategories
  2. Media Gallery

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authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Nikolai Dineros
Zach Goldner
Forecasting Analyst
Oscar Orozco
Director, Forecasting
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Julia Woolever
Yoram Wurmser
Principal Analyst