The US Travel e-Commerce sales reached $122 billion in 2014, a 10% increase from 2013. This year, the U.S. Travel Industry is projected to spend $4.85 billion in digital ads. It’s clear the industry is growing rapidly and is forecasted to continue this way. With the wide variety of travel platforms, apps and e-Commerce sites available the growth in this market comes at no surprise.
So what does this mean for brands in the industry? On one hand, this brings a lot of new opportunities to grab the attention of these consumers. But with it is also the challenge of building a display advertising strategy that will allow brands to stand out among the competition.
So what are some industry trends that top brands are employing to reach their consumers?
Audio and Visual Content
This is a trend that was a hot topic at Performance Marketing Insights. Industry leaders discussed the inspirational content being developed on social platforms as a major innovation in the travel industry. With so many consumers willing to share their personal experiences, using suggested branded hashtags or their own, it’s even easier for brands to tap into the hot trend of audio and visual focused campaigns. We’ve even seen brands like Loews Hotel and Resorts build an ad campaign, called #TravelForReal, that solely uses content from Instagram users that have stayed at their hotels.