2020年旅游业广告报告（英文）

The Future of Travel Advertising: The 2020 State of the Industry ReportTrends and Best Practices in Travel AdvertisingLast year, the number of international tourists rose to 1.4 billion people, with even more traveling domestically.1 As brands engage and connect with these travelers, inspiring them from dream to destination, there are both challenges and opportunities. Travel marketers know that testing new ad channels, along with continued investment in the formats that perform, will help them stand out in a crowded marketplace and increase their return on investment. They approach each coming year with a strategic game plan, determining which channels to invest in, how they should allocate their budget, and where to effectively engage travelers to build brand awareness and drive bookings. To gain insight into travel marketers’ approach to their digital marketing, Sojern surveyed more than 1,100 global travel marketers to share key challenges they face, how they overcome them, and their digital strategies for the coming year. This report also highlights the impact of emerging trends and technologies on the future of travel advertising.Travel marketers can use these findings to benchmark themselves against their competitive set, leverage learnings from other brands across the industry, allocate budget more effectively, and stay ahead of evolving trends.In Sojern’s 2020 State of the Industry Report, you will discover:• Which digital marketing channels are influencing travelers along the path to purchase• How ad spend is allocated across channels by vertical, region, and size of advertiser• How data and real-time intent signals impact travel marketer strategies• Emerging technologies that could enhance the way travel marketers connect with their audience • The complexities of using data for ad targeting and the trend of bringing programmatic in-house The Future of Travel Advertising: The 2020 State of the Industry Report 3The Biggest Challenges in Travel Advertising 4Budget Planning and Ad Spend in Global Travel Marketing 6The Importance of Data and Always-On Campaigns 16What’s Next for Travel Marketers? 22Executive Summary 33Methodology 36About Sojern 38The 2020 State of the Industry Report The Future of Travel Advertising: The 2020 State of the Industry Report 3 The Future of Travel Advertising: The 2020 State of the Industry Report 4The Biggest Challenges in Travel AdvertisingChapter 1Top Global Marketing ChallengesHow would you describe each of these travel marketing challenges? (Very challenging) Source: Sojern, 2020Ensuring brand safetyEnsuring compliance with stricter data privacy lawsDelivering personalized ads and offers in real-timeManaging pricing, supply, and demand acrossall of my distribution/marketing partnersReaching and prospecting travelers new tomy brandUnderstanding how to use my customerdata more effectivelyDriving direct bookings at an ROI equal to,or better th