The travel industry will spend nearly $6.8 billion on digital advertising this year, but it will only account for 2.6% of total US digital ad spending. Among the 10 industries we track, travel is by far the smallest, but it’s set to lead the pack in growth for the third year in a row.
Travel’s ad spending collapse in 2020 opened the door for a massive rebound that’s still ongoing.
- Consumers continue to lean into experiences over goods, and marketers continue to respond. Despite the high cost of travel in 2023 and jittery economic sentiments, US consumers are in line to spend on travel at record levels this year. Travel service providers have responded to this demand by upping their ad spending more quickly than any other industry. We project a slight acceleration in ad spending next year as well.