We forecast that US travel digital ad spending will drop by 41.0% this year to just $3.24 billion. No other industry will decline as fast or spend as little.
In the first half of the year, thousands of travelers canceled trips, and airlines’ bottom lines took a historic blow. Major carriers avoided bankruptcies and layoffs only because of various government interventions. Since the onset of the pandemic, every ad industry poll, survey result, or related public commentary suggested a severe reduction in travel ad spending.