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How Digital Advertising Is Creating New Pressures for Travel Marketers: Skift Research

Haixia Wang

Photo Credit: Digital advertising is becoming more personalized and necessary for travel companies to succeed. Here, a group of friends use digital devices.  Pexels.com / Helena Lopes

Skift Take

Along with marketers’ heavy investment in digital, the quality of digital advertising continues to improve with more advanced targeting and measurement capabilities. Optimized marketing success requires the right media mix and the right types of technology.

As more and more of advertising budgets are shifted to digital and mobile channels, travel marketing teams are under greater pressure to deliver results and drive revenues. With the proliferation of ad formats, channels, and technology, it’s crucial to assess the relevance and effectiveness of each individual media offering and utilizes the right media mix and technology to ensure marketing success. To help address these issues, Skift Research conducted a survey asking travel marketing professionals how they spend on major advertising channels and formats, how effective each channel and format is, how they adopt advanced marketing and measurement campaigns, and their priorities and goals for 2019. Our newest Skift Research report, Digital Adve

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