Search is not only crucial for travel advertisers, search engines also have dedicated products for the travel industry, making it foundational for travel advertisers to have a presence on search.

Combined with rising competition and a strong economy, travel companies are compelled to increase their ad budgets to capture a larger market share.

In the US, travel is the sixth-largest industry in terms of ad spending, according to eMarketer's latest estimates. Digital ad spending on travel will grow 21.4% to $10.86 billion this year. Next year, ad spending is forecasted to grow 19.3% to $13 billion.

Related: SEO best practices from major travel brands