BVK Travel Insight: Impactful Travel Advertising
Travel & Tourism
Despite lingering economic uncertainty, any media consumption these days unquestionably gives the viewer the sense that travel – as an industry – has reawakened. And by virtue of the significant spend across pretty much all platforms, its reawakened with an urgency that hasn’t been felt for a while.
In fact, Phocuswire reports that earlier this year, spend among travel advertisers was up 43% over last year to nearly $623 million. That’s a whole lot of brands smacking their alarms off, throwing the covers aside, slipping on the slippers and making the coffee kind of reawakening.
So, this issue of BVK’s Travel Insights goes back to the essence of what advertisers do – advertise – and shares some trends we’re seeing in some of the latest and greatest travel advertising.
This is creative work that remains bread and butter for most agencies, and it’s work we like to think we do exceptionally well. And not surprisingly, that same Phocuswire article states that TV and digital display advertising have increased 93% and 250%, respectively, compared to the same period in 2021. You may say what’s old is new again, but we say if it works make it work for you.
The insights deck (easily accessed via one click below) reveals
- Destination marketing organizations which are gaining notoriety by bringing the unique benefits of their brands to markets yearning for those things. Most recent example: Visit Seattle creating a pop-up rainy kissing booth in drought-stricken Arizona and southern California cities.
- Having been shut in and locked down for far too long, many travelers are seeking what’s new, and want to learn about places they’ve never been. In response, advertisers are investing in spurring curiosity and discovery. New Zealand’s campaign personifies these travelers as “Seekers,” and their new campaign is just one example we call out in this group.
- Many travel advertisers are responding to the call for greater inclusivity by taking a new look at their destinations and products and starting to represent people who up until now haven’t been represented. It’s a long overdue and very welcome sight, and we must continue to do better in this area. The Greater Boston CVB has done an amazing job with this.
- One fascinating trend has been the shift from “what to do” to “who we are,” and it’s refreshing to see brands such as Travel Wyoming showcasing locals in their advertising, providing a much better sense of place than simply featuring the activities available.
- Travelers know that their options are almost unlimited, and as a result, are looking for places which align with their own values, where they can see themselves. Hotels.com’s new “Find Your Perfect Somewhere” campaign allows guests to “swipe right” to find the perfect place to stay.
To shamelessly paraphrase Ferris Bueller as he lay in his bed at the end of the movie, “Advertising moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” We encourage you to stop and look around at the downloadable insights deck at the link below. Then smack that alarm, throw those covers aside, get those slippers on and get that coffee going. You have ads to make.
If you’d like to have a no obligation conversation with us about any or all of the above, by all means feel free to shoot me an email at [email protected].