According to a new PhocusWright repoprt, U.S. travel advertising spend will reach $7.6 billion in 2018, and European ad spend will reach $4.6 billion - rising right alongside revenue growth. Some of the key takeaways from the report:

  • Advertisers are aligning budgets with consumer travel behavior to guarantee their presence wherever the traveler may be;
  • Most bookings are completed on desktop, while travelers use mobile to peruse and plan their travels. Advertisers must be active on both;
  • Direct response is more successful through SEM, metasearch and online travel agency advertising, while brand awareness is aided by platforms such as social media or video advertising.