With the distribution and administration of vaccines on the rise, many are forecasting the rebound in ad spending, with the prospect of real growth in 2022. In light of this, we surveyed 300 travel decision makers across Europe (EU), Asia-Pacific (APAC), North America (NA), and Middle East and Africa (MEA), to gain an understanding of how COVID-19 impacted budget, ad spend, allocation by channel, and how travel advertisers are thinking about the future of ad tech.
Most companies (56%) in our survey of senior travel industry decision makers agree that the online environment is favourable for “direct response” campaigns. Travellers are booking directly because of clearer cancellation or refund policies, coupled with their frustrating experiences navigating Online Travel Agency (OTA) reimbursements for cancelled trips during the pandemic.
Identifying what works and what doesn't is more important than ever to ensure that dollars are spent effectively. Therefore, the onus on travel marketers is to identify and prioritise the optimal mix of media for their multi-channel campaigns.
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