Following the pandemic and travel restrictions , international and national tourism activity came to a standstill, so the travel sector was one of those that suffered the most from the impact and with it, investment in digital advertising .
Following the “return to normality” and the lifting of these restrictions, the sector has been recovering its activity and investments in digital advertising have increased. According to a report by Zenith , in 2022 investment will reach 16.4 billion dollars , 36% more. Last year, the growth was 24%.
Juan Luis Fuentes, Commercial Director of Getfluence, explains that “despite the improvement, Zenith analysts have explained that they do not expect this investment in digital advertising to exceed pre-pandemic levels until 2023, with a forecast of 19.6 billion dollars.”
The world markets where airlines and tourist accommodation have invested the most in advertising are: Australia, Canada, China, France, Germany, India, Italy, Poland, Russia, Spain, Switzerland, the United Kingdom and the United States.
Consumer habits and preferences have evolved after the pandemic, so airlines have to change their marketing strategies and adapt to them. “To attract an increasingly demanding clientele, who are looking for more personalized experiences, creative tourism, but who also take into account safety and sustainability, Branded Content is positioned as turkey number data a key tool to improve their visibility and credibility ,” Fuentes adds.
This format is non-invasive and integrates seamlessly into editorial content . Companies can therefore communicate their strategies and offers through this type of content, giving consumers more information.
"The holiday period is not over yet, as there are many regions in Spain where foreign tourists still flock in the months of October and November, and there are also several long weekends approaching, so tour operators must fine-tune their strategies to attract these customers," explains the Getfluence manager.
International media
“By having an international media base segmented by sector, the tourism company can find the right publisher more quickly ,” adds Getfluence. Brands and advertisers can publish in various international formats such as: sponsored article, advertorial.
"In this sense, the company can research different publishers from different countries and their audiences to find those with an audience that is likely to be interested in its offer," Fuentes said.
Experts predict that digital advertising spending will likely not surpass pre-pandemic levels until 2023 , but 2022 is on track.