Travel industry ad spending is expected to experience growth rates of 10% or more annually through 2017 and reach $7.27 billion by 2019, according to a new eMarketer report, “The US Travel Industry 2015: Digital Ad Spending Forecast and Trends,” part of our new report series, “Digital Ad Spending Benchmarks by Industry.” Industry executives confirm that digital as a percentage of total travel marketing budgets is inching upward. “It hasn’t spiked year over year, but every year, we start to see several percentage points more toward those digital investments,” said Claire Bishop, senior vice president of integrated media strategy for MMGY Global. Travel industry digital ad spending overwhelmingly focuses on direct response, rather than branding, objectives. eMarketer expects that 72% of US travel industry ad dollars in 2015, or $3.49 billion, will focus on these direct-response objectives. This is a slight downward shift from 2014, during which, eMarketer estimated, direct-response spending made up 74% of industry expenditures. Travel continues to dedicate a higher proportion to the objective than any other industry. Get the full story at eMarketer