The US Travel Industry 2016: Digital Ad Spending Forecast and Trends - eMarketer
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The US Travel Industry 2016: Digital Ad Spending Forecast and Trends

eMarketer Report

By: eMarketer

Published: May 12, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Travel marketers in the US invested $4.93 billion in paid digital media in 2015. This year, those marketers will increase their spending by 15.4% to reach $5.69 billion, an indication of rising US travel sales boosted by the strong dollar and an increasingly competitive landscape.

  • Online travel agencies—including market leaders Priceline.com and Expedia—will account for a significant portion of category spending and dominate a field that also includes hotels, airlines, cruise lines, rental car companies, destination marketing organizations and tour operators.
  • Search will account for a large share of that spending, particularly because of the industry’s focus on direct-response-driven ad formats. eMarketer predicts that paid search will make up nearly 55% of category spending this year.
  • Mobile advertising is another area of critical investment for many travel marketers. The increasing time spent with mobile devices, along with growing sales on those devices, is pushing mobile ad spending ever higher, amounting to over 63% of all travel industry outlays in 2016.
  • The growing migration to data-driven programmatic ad buying techniques is revolutionizing industry investment in digital display, making it much more efficient.

"The US travel industry’s digital advertising spending will hit $5.69 billion in 2016 and will rise to $8.28 billion by 2020, for a compound annual growth rate (CAGR) of 10.9% from 2015 to 2020."

Table of Contents

About eMarketer’s Industry Ad Spending Series

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Digital Travel Ad Spending Outlook

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Digital Travel Ad Spending by Format

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Mobile Ad Spending Takes Hold

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Programmatic to Drive Display Buying for Travel

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6 charts are included in the full report:

The US Travel Industry 2016: Digital Ad Spending Forecast and Trends

US Travel Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

Digital Travel Ad Spending Outlook

US Travel Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

US Digital Ad Spending Share, by Industry, 2014-2020 (% of total)

US Travel Industry Ad Spending, by Media, Q3 2014 & Q3 2015 (millions and % change)

Digital Travel Ad Spending by Format

US Travel Industry Digital Ad Spending, by Format, 2016 (billions and % of total)

Mobile Ad Spending Takes Hold

US Travel Industry Digital Ad Spending, by Device, 2016 (billions and % of total)

Programmatic to Drive Display Buying for Travel

US Travel Industry Digital Display Ad Spending, by Transaction Method, 2016 (billions and % of total)