Travel marketing looks to a digital future | WARC | The Feed

Travel marketing looks to a digital future

Many things in the travel industry are currently uncertain but it’s a sure-fire bet that digital’s role in marketing and the customer experience is only going to increase, according to a report from ROI agency Zenith. 

Context 

Following the worst of the pandemic, travel is starting to slowly recover, but, as the Business Intelligence - Travel report notes, much remains in a state of flux, including the demand patterns for different modes of transport, travel destinations, types of lodging and relationships with travel companies. There is a strong likelihood that the future of the category will involve less business travel, more domestic travel and a growing demand for sustainable travel. 

The report also forecasts that the travel ad market won’t return to 2019 levels until 2023, by which time travel brands will be spending 70% of their budgets on digital advertising, with online video playing a key role in creating an initial emotional connection with consumers.

Why it matters

Digital channels will become even more important for those who do travel abroad: travel apps, for example, may become integrated with vaccine passports and help people navigate local COVID regulations. It’s all part of a seamless digital experience.

Another consequence is that travel may once again become a curated experience, as consumers look to travel agents to take care of all their needs in an increasingly complex environment.

The big idea 

As travel becomes ever more digital, digital advertising will become even more important for both brand building and conversion. 

Sourced from Zenith