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Sojern-旅游业报告(英文)--53页.pdf
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2023-07-28
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Sojern-旅游业报告(英文)--53页.pdf
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State of the Industry:
The 2019 Report on Travel Advertising
Perspectives from 600+ Travel Marketers Around the World
![](https://csdnimg.cn/release/download_crawler_static/88114648/bg2.jpg)
To that end, Sojern surveyed more than 600 travel marketers
around the world to better understand how they’re navigating
these complexities. We examine their key challenges, how they
are allocating advertising budget across channels, where they
are nding success, and what technologies may impact the future
of marketing.
As consumption of media constantly evolves—be it playing
with virtual reality, watching streaming videos, or asking Alexa
for trip recommendations—marketers are presented with new
challenges to master, including a number of new advertising
platforms, channels, formats, and measurement tools. This report
will help travel marketers better benchmark their own budget
and advertising decisions, giving them insight into what others
in the industry are doing across regions, verticals, and size of
advertising budgets.
In Sojern’s 2019 Report on Travel Advertising, you will learn:
• The biggest marketing and measurement challenges,
including the tools and metrics relied on to help drive brand
awareness and conversions
• Strategies and approaches used to determine spend
allocation across platforms and channels
• Which digital media channels and formats are being used,
and which are most effective, to inuence travelers along
the path to purchase
• The future of travel advertising, and what innovations could
disrupt the way marketers reach their audiences
The digital advertising ecosystem grows increasingly complex for travel marketers.
![](https://csdnimg.cn/release/download_crawler_static/88114648/bg3.jpg)
3State of the Travel Industry
“You must shift your mind from airing your campaigns and waiting for your audiences
to chase you. It’s really important to nd your audience and then be there,
where they’re most interested and engaged.”
Lilian Moschidou
Marketing Director, This is Athens & Partners
“We’re at the forefront of seeing users’ changing behaviors. Searching for and booking travel
is not linear and travelers are not loyal to specic brands—even if they’re a part of a loyalty
program. We often see more than 500 touch points in a traveler’s path to purchase, across
multiple channels and devices, and it’s only continuing to expand. So how can you scale your
marketing campaigns with the same approach and marketing budget
when you need to be everywhere?”
Stephen Taylor
Chief Revenue Ocer, Sojern
![](https://csdnimg.cn/release/download_crawler_static/88114648/bg4.jpg)
4State of the Travel Industry
State of the Industry:
The 2019 Report on Travel Advertising
The Complexity of Engaging Today’s Traveler 5
The State of Travel Advertising Spend 9
Successful Digital Advertising Tactics and Channels 21
Campaign Measurement Tactics 31
What’s Next for Travel Marketers 37
Executive Summary 47
About Sojern 50
Methodology 51
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