The forecast: The US travel industry this year remains largely impacted by the pandemic, even as travel has picked up in H2. This sluggishness is due to paused cruises, a near standstill in business travel, and restrained international travel.
Pent-up consumer demand has given travel advertisers a reason to spend this year, but campaigns are still focused more on messaging about cleanliness on trains, planes, and in hotels. Additionally, due to months of closed borders and unreliable flight schedules, advertisers pivoted away from international travel and toward local and regional destinations.
Originally Appeared On: https://www.emarketer.com/content/us-travel-industry-digital-ad-spending-3-billion-loss