In the second half of 2018, there was a large increase in travel-related spend on data. While all related to travel, there are great varieties in the ways the brands leverage data as well as the attributes of a target consumer between subcategories. For example, the demographics of the target audience profile for booking sites are female-skewing, ages 25 to 44 while airlines are college graduates ages 18-44.
Additionally, the ways that brands around the globe – Americas, Europe, APAC and Oceania – approach targeted marketing also varies greatly. For example, Americas brands focus primarily on targeting based on interests while APAC and Europe brands focus more heavily on consumer intent.
The 2019 Eye On: Travel report uncovers a number of key insights around how travel and leisure-related advertisers and agencies develop and execute global audience targeting strategies:
Introduction & Key Findings
1. The majority of audience data spend in 2018 came from four travel & leisure sub-sectors: Travel Agents & Booking Sites (32% of spend), Airlines (22%), Hotels Resorts & Casinos (20%) and Tourism (10%).
2. In 2018, Travel Agent & Booking Site brands spent over $3,000 per audience targeting campaign, while the top 10 Airline advertisers (by annual data spend) spent over $10,000 per campaign.
3. 2H 2018 saw large increases in travel-related data spend, as Travel Agent & Booking Site advertisers peaked in Q3, representing the majority (52%) of data spend in the quarter and Hotels Resorts & Casinos advertiser data spending peaked in Q4 as those brands sought out holiday shoppers and travelers planning for warmer holiday trips.
4. According to our audience analyses, Travel Agent & Booking Site advertisers in May 2019 reached female-skewing audiences, typically in business services occupations, such as marketing, consulting and human resources.
5. Airline advertisers targeted a broad range of interest-based audiences related to art, movies, audiobooks, cocktail drinks and home cooking. This broad range of interest-based audiences could be used by airline brands to
differentiate from one another as far as destinations and in-flight amenities.
Eyeota EyeOnTravel Full Report
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