US Travel Industry Digital Ad Spending 2022

Regaining Altitude Despite Economic Headwinds

Report by Ethan Cramer-Flood  | Sep 20, 2022
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Table of Contents
Executive Summary
Key Points
A 3-Year Growth Boom After 2020’s Plummet
Travel’s Spending by Format and Channel Break From the Norm
What Should Marketers Take Away From This Forecast?
Read Next
Sources
Media Gallery
About This Report
The travel industry’s digital ad spending collapsed in 2020, but two years later most of those outlays have returned. The next two years look set for strong growth as well, bucking the trend among other industries.
Topics
Digital Ad Spending
Travel
United States
Table of Contents
Executive Summary
Key Points
A 3-Year Growth Boom After 2020’s Plummet
Travel’s Spending by Format and Channel Break From the Norm
What Should Marketers Take Away From This Forecast?
Read Next
Sources
Media Gallery

Executive Summary

As other industry verticals rapidly decelerate their ad spending growth, travel’s rebound is maintaining its momentum. After an unexpected 42.7% boom in digital ad spending in 2021, the travel industry is set to increase its ad buying by another 22.5% this year.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will the US travel industry spend on digital advertising in 2022 and in the coming years?
  2. How will the industry divide its spending between search, display, and video ads, and between mobile and nonmobile?
  3. What’s driving the industry’s ad spending decision-making across these categories?

WHAT’S IN THIS REPORT? Our 2022 forecast for digital ad spending by the US travel industry, including breakouts for search, display, and video advertising, as well as mobile versus nonmobile advertising.

US Travel Digital Ad Spending, 2019-2024 (billions, % change, and % of total digital ad spending)
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KEY STAT: The travel industry will spend 22.5% more on digital advertising this year than in 2021. Only one other industry will increase spending faster (retail), but travel will remain the smallest spender among the industries we track.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. A 3-Year Growth Boom After 2020’s Plummet
  1. Travel’s Spending by Format and Channel Break From the Norm
  2. What Should Marketers Take Away From This Forecast?
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Travel Digital Ad Spending, 2019-2024 (billions, % change, and % of total digital ad spending)Retail Ecommerce Average Order Values Worldwide, by Channel, Q4 2020-Q4 2021
US Travel Search Ad Spending, 2019-2024 (billions, % change, and % of total digital travel ad spending)US Digital Travel Ad Spending, by Format, 2022 (billions, % change, and % of total digital travel ad spending)
US Travel Mobile vs. Nonmobile Ad Spending, 2022 (billions and % of total)US Digital Travel Sales, by Device, 2022 (billions and % of total)

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authors

Ethan Cramer-Flood

Contributors

Bill Fisher
Principal Analyst, UK
Oscar Orozco
Director, Forecasting