Some of the largest travel brands cut their advertising last year amid a collapse in demand, and this could prompt a strategy rethink, according to WARC Data's latest analysis report, Global Ad Trends: Ad Investment 2021/22.
Travel has historically been a major advertising sector but last year’s cuts highlighted potential efficiency gains. Ten of the largest brands saw an improved ad/sales ratio as ad investment declined quicker than sales revenue in 2020.
Airbnb, for example, has been vocal about its change in approach– it cut performance marketing by $541m last year and is shifting its strategy...