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EMARKETER

US Digital Travel Forecast Overview 2023

New Projections for Total Sales, Bookers, Researchers, Ad Spending, and More

Report by Ethan Cramer-Flood  |  Oct 13, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
The travel industry’s recovery is complete, and growth remains strong across numerous digital metrics.
Digital travel sales will reach nearly $300 billion this year, and most of that will come via desktop/laptop.
Just over half the US adult population will book travel digitally this year.
The travel industry is a small player in digital ad spending, but it is growing the fastest.
Digital advertising by accommodations accounts for nearly 40% of travel industry spending.
Media Gallery
About This Report
Your one-stop-shop for travel industry digital metrics in 2023.
Topics
Travel
US
Table of Contents
Executive Summary
The travel industry’s recovery is complete, and growth remains strong across numerous digital metrics.
Digital travel sales will reach nearly $300 billion this year, and most of that will come via desktop/laptop.
Just over half the US adult population will book travel digitally this year.
The travel industry is a small player in digital ad spending, but it is growing the fastest.
Digital advertising by accommodations accounts for nearly 40% of travel industry spending.
Media Gallery

The US travel industry’s booming recovery from its 2020 lows will continue unabated in 2023. Total digital travel sales will reach an all-time high, as will the number of digital travel bookers. Travel industry digital advertisers, in turn, will spend more than ever before.

Key Question: What is the outlook for the travel industry in 2023 and beyond across the full range of digital metrics forecast by Insider Intelligence?

US Travel Industry Digital Ad Spending, 2021-2025 (billions, % change, and % of total US digital ad spending)
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KEY STAT: Digital ad spending by the US travel industry will grow by 14.3% this year. This will be the third year in a row that travel advertisers will increase spending more quickly than any other industry, and that will happen again in 2024.

Here’s what’s in the full report

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7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The travel industry’s recovery is complete, and growth remains strong across numerous digital metrics.
  3. Digital travel sales will reach nearly $300 billion this year, and most of that will come via desktop/laptop.
  1. Just over half the US adult population will book travel digitally this year.
  2. The travel industry is a small player in digital ad spending, but it is growing the fastest.
  3. Digital advertising by accommodations accounts for nearly 40% of travel industry spending.
  1. Media Gallery

Charts in This Report

US Travel Industry Digital Ad Spending, 2021-2025 (billions, % change, and % of total US digital ad spending)US Digital Travel Bookers, 2023-2027 (millions, % change, and % of internet users)
US Digital Travel Researchers, by Device, 2023 (millions)US Digital Ad Spending Growth, by Industry, 2023 (% change)
US Travel Industry Digital Ad Spending Share, by Format, 2023 (% of total digital ad spending)US Travel Industry Digital Ad Spending Share, by Subcategory, 2023 (% of total travel digital ad spending)
US Travel Industry Digital Ad Spending, by Subcategory, 2021-2025 (billions)

authors

Ethan Cramer-Flood

Contributors

Cosima Balletti-Thomas
Associate Forecasting Analyst
Paul Briggs
Principal Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Peter Newman
Director, Forecasting
Oscar Orozco
Director, Forecasting
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