2019年旅游业报告（英文）

State of the Industry: The 2019 Report on Travel AdvertisingPerspectives from 600+ Travel Marketers Around the WorldTo that end, Sojern surveyed more than 600 travel marketers around the world to better understand how they’re navigating these complexities. We examine their key challenges, how they are allocating advertising budget across channels, where they are finding success, and what technologies may impact the future of marketing.As consumption of media constantly evolves—be it playing with virtual reality, watching streaming videos, or asking Alexa for trip recommendations—marketers are presented with new challenges to master, including a number of new advertising platforms, channels, formats, and measurement tools. This report will help travel marketers better benchmark their own budget and advertising decisions, giving them insight into what others in the industry are doing across regions, verticals, and size of advertising budgets. In Sojern’s 2019 Report on Travel Advertising, you will learn:• The biggest marketing and measurement challenges, including the tools and metrics relied on to help drive brand awareness and conversions• Strategies and approaches used to determine spend allocation across platforms and channels• Which digital media channels and formats are being used, and which are most effective, to influence travelers along the path to purchase• The future of travel advertising, and what innovations could disrupt the way marketers reach their audiences The digital advertising ecosystem grows increasingly complex for travel marketers.3State of the Travel Industry“You must shift your mind from airing your campaigns and waiting for your audiences to chase you. It’s really important to find your audience and then be there, where they’re most interested and engaged.”Lilian Moschidou Marketing Director, This is Athens & Partners“We’re at the forefront of seeing users’ changing behaviors. Searching for and booking travel is not linear and travelers are not loyal to specific brands—even if they’re a part of a loyalty program. We often see more than 500 touch points in a traveler’s path to purchase, across multiple channels and devices, and it’s only continuing to expand. So how can you scale your marketing campaigns with the same approach and marketing budget when you need to be everywhere?”Stephen Taylor Chief Revenue Officer, Sojern4State of the Travel IndustryState of the Industry: The 2019 Report on Travel Advertising The Complexity of Engaging Today’s Traveler 5The State of Travel Advertising Spend 9Successful Digital Advertising Tactics and Channels 21Campaign Measurement Tactics 31What’s Next for Travel Marketers 37Executive Summary 47About Sojern 50Methodology 51The Complexity of Engaging Today’s TravelerChapter 15State of the Travel Industry6State of the Travel IndustryKey Challenges for the Travel MarketerExpiring real-time inventory, multiple distribution channels, and a compl