Sojern：2019年亞太旅游廣告趨勢報告（英文版）(16頁).pdf

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1、The 2019 Asia Pacific Report on Travel Advertising State of the Industry Perspectives from Travel Marketers 2The 2019 Asia Pacific Report on Travel Advertising The digital advertising ecosystem grows increasingly complex for travel marketers. To understand more about the state of the industry, Sojer

2、n surveyed over 600 travel marketers who lead travel marketing in 46 countries around the worldresulting in the most comprehensive research project of travel marketers ever completed, State of the Industry: The 2019 Report on Travel Advertising. In this report we focus on the travel marketers leadin

3、g the Asia Pacific region, which has the fastest growing economy globally.1 Asian airports dominate the top 20 busiest airports,2 Thailand and the Philippines are becoming leaders in time spent on social media,3 and China and Japan are among the top three largest economies in the world.4 The region

4、encompasses 46 countries, over 3,000 spoken languages, and 14 time zones, which can add further complexity for travel marketers. In this regional report, we examine how Asia Pacific travel marketers are allocating advertising budgets across channels, what they find most challenging, and technologies

5、 that may impact the future of marketing. The digital advertising ecosystem grows increasingly complex for travel marketers. 1 The Diplomat, 2017 2 CNN Travel, 2019 3 Inquirer, 2018 4 World Economic Forum, 2018 3The 2019 Asia Pacific Report on Travel Advertising Percentage who Plan on Increasing Ad

6、Spend in 2019 Digital74% Out of Home35% Television35% Print24% Radio13% Digital Television Print Out of Home Radio Other 52% 14% 14% 11% 8% 3% The State of Travel Advertising Spend in Asia Pacific Digital advertising represents the largest portion of ad spend for Asia Pacific travel marketers in 201

7、8 at 52%. The region had the highest spend on digital advertising, followed closely by the United States and the Middle East. And in 2019, Asia Pacific remains among the top regions when it comes to increasing digital spend, with three in four travel marketers planning to do so. How do you anticipat

8、e your ad dollars will be allocated in 2019 across the following media? (Plan on spending more) Source: Sojern, 2019 Approximately what percentage of your or your travel clients advertising dollars was spent across the following media channels in 2018? Source: Sojern, 2019 2018 Ad Spend 4The 2019 As

9、ia Pacific Report on Travel Advertising 21% 19% 12% 11% 11% 8% 7% 7% 5% Paid Search Facebook and Instagram Programmatic Display Private Marketplace OTA Mobile Video Metasearch Other Social In 2018, social media spend represented the largest portion (24%) of digital spend, with 19% coming from Facebo

10、ok and Instagram and 5% from other social channels. Theres no sign of ad spend slowing down on Facebook and Instagram in 2019. A full 62% of travel marketers in Asia Pacific plan to increase their spend on Facebook and Instagram in 2019. Percentage who Plan on Increasing Digital Ad Spend in 2019, By

11、 Digital Channel Facebook and Instagram62% Programmatic Display51% Video51% Mobile51% Paid Search45% Metasearch37% OTA17% How do you anticipate your ad dollars will be allocated in 2019 across the following types of advertising? (Plan on spending more) Source: Sojern, 2019 Approximately what precent

12、age of your digital or your travel clients digital advertising dollars was spent across the following types of advertising in 2018? Source: Sojern, 2019 2018 Digital Ad Spend, By Digital Channel 5The 2019 Asia Pacific Report on Travel Advertising Successful Digital Advertising Channels in Asia Pacif

13、ic 0% 10% 20% 30% 40% 50% 60% 70% 80% Snapchat Ads Pinterest Ads Twitter Ads Facebook Stories Facebook Dynamic Ads for Travel Instagram Stories Instagram Ads Facebook Ads Plan on using 2019 Used 2018 Which types of social advertising are you currently using in 2018 and/or considering using in 2019?

14、Source: Sojern, 2019 Worth noting, all respondents were asked the same questions, regardless of region. We did not ask questions about specific social platforms, channels, and apps that may have higher regional relevance and adoption, like WeChat or Weibo in the Chinese market. How Travel Marketers

15、Are Using and Anticipate Using Social Ads Facebook and Instagram ads continue to be of great interest to travel marketers in 2019, with Facebook Travel Ads, formally known as Facebook Dynamic Ads for Travel (DAT), following closely behind.* When compared to Facebook ads, we do see that travel market

16、ers are more familiar with standard ads. Overall, 56% of Asia Pacific travel marketers are planning to use Instagram Stories in 2019. But there is a varied level of interest when looking between countries. Indonesian travel marketers are ahead of the curve, as 53% responded that they already used In

17、stagram Stories in 2018, (global average at 44%) and 66% of them are intending to continue using or trying it out in 2019. This makes sense, as Indonesias Instagram usage is ranked fourth globally. On the other end of the spectrum, 33% of New Zealand travel marketers do not currently use or plan on

18、using Instagram Stories in 2019 perhaps reflective of the fact that only 35% of New Zealand used Instagram as of January 2018.5 * At the time of this survey Facebook Dynamic Ads for Travel was the term used in our questions. 5 Statistica, 2018 6The 2019 Asia Pacific Report on Travel Advertising Asia

19、 Pacific, the United States, and the Middle East agree that Facebook and Instagram are most effective in driving reach and brand awareness, whereas travel marketers in Europe and Latin America feel that Facebook and Instagram are most effective in targeting new audiences. Brand Awareness New Audienc

20、es Personalisation Where are Facebook and Instagram Advertising most effective? 7The 2019 Asia Pacific Report on Travel Advertising Video advertising is often used higher in the funnel, during the dreaming phase, to inspire travellers. Many Asia Pacific travel marketers use video to showcase their p

21、roperties and experiences in a more engaging mannercreating excitement among prospective and booked travellers. Because videos help tell the story of traveland travellers are increasingly consuming information through online videos Facebook, YouTube, and Instagram are the most utilised video ad plat

22、forms in the region. Well over one-third (36%) of travel marketers in Asia Pacific plan on investing in Connected TV (CTV), a relatively new offering, in 2019. TV viewing in the region is very high, in fact, Japan shows the highest interest for CTV when looking at TV viewing in the region. Japan sho

23、ws the highest interest for CTV, at 42%, which reflects the fact that Japan ranks as the third highest TV consumption globally.6 0% 10% 20% 30% 40% 50% 60% 70% 80% CTVOther Sites/ Networks Mobile Video Ads InstagramYouTubeFacebook Dont currently use or plan on using Plan on using 2019 Used 2018 Whic

24、h types of digital video advertising are you currently using in 2018 and/or considering using in 2019? Source: Sojern, 2019 How Travel Marketers Are Using and Anticipate Using Digital Video Ads 6 Statistica, 2016 8The 2019 Asia Pacific Report on Travel Advertising 55% Ensuring brand safety Managing

25、integrated campaigns across Google, Facebook, and other media partners Delivering personalised ads and offers in real-time Understanding how to use my customer data more effectively Keeping up with the fast-paced advertising and technology landscape Reaching new travel audiences Managing pricing and

26、 profitability across my distribution and marketing partners Proving incrementality Targeting travellers during a specific point along their path to purchase Achieving ROI and profitability targets for my advertising investments Driving direct bookings 52% 48% 48% 47% 46% 46% 45% 44% 44% 37% Top Cha

27、llenges in Asia Pacific How challenging would you describe each of these common travel marketing challenges? (Percentage of respondents who selected “very/extremely challenging”) Source: Sojern, 2019 Key Challenges and Measuring Success in Asia Pacific In Asia Pacific the top three challenges for tr

28、avel marketers are driving direct bookings, achieving ROI and profitability targets for my advertising investments, and targeting travellers during a specific point along their path to purchase. Driving direct bookings is a challenge across all regions and verticals, but there are solutions that tra

29、vel marketers can top into to tackle it. Asia Pacifics ONYX Hospitality Group works with Sojern to increase direct bookings across their portfolio. 9The 2019 Asia Pacific Report on Travel Advertising In Asia Pacific, these are the top three reasons travel marketers leverage or activate data: need da

30、ta for deeper insights into current customers and prospects 69% note the ability to target travellers based on intent and/or where they are in the path to purchase 66% want better visibility into traveller behaviour across websites and apps 62% Travel marketers in the region can solve for the challe

31、nge of targeting travellers during a specific point along their path to purchase by harnessing the power of data. Data allows marketers the ability to advertise with quality over quantity more precisely targeting travellers based on their preferences, trip motivation, and where they are on their pat

32、h to purchase, instead of general demographic data. Marketers can also use technology and data to automate and optimise campaigns in real-time, thus improving campaign performance. An increasing number of tools and insights allow travel brands to report on the effectiveness of their campaigns beyond

33、 traffic to the website or if a customer booked directlymeasuring things like the economic impact a traveller has on a destination, or if a traveller converted from the competition. 10The 2019 Asia Pacific Report on Travel Advertising Asia Pacific travel marketers ranked website traffic (59%) and co

34、st per booking (55%) high among their advertising campaign success metrics, which ties in closely with their top challenge of driving direct bookings. The top three countries that used website traffic to measure ad effectiveness are New Zealand and Japan (64%) and Indonesia (63%). The top three coun

35、tries that used cost per booking are India (74%), Indonesia (66%) and Singapore (64%). Interestingly, only 18% of respondents said they are very pleased with where they are in terms of measuring the effectiveness of their marketing efforts, which means that there is plenty of room for improvement. 5

36、9% 15% 24% 27% 28% 30% 31% 47% 52% 55% Incrementality Cost Per App Install Customer Lifetime Value (LTV) Brand Lift Loyalty Program Opt-Ins or Email Collection Social Media Mentions ROAS or ROI CTR Cost Per Booking Traffic to My Website In Asia Pacific, What Metrics Do Travel Marketers Use to Measur

37、e Success? Which of the following metrics are you currently using to measure the effectiveness of your marketing investments? Source: Sojern, 2019 11The 2019 Asia Pacific Report on Travel Advertising Countries most interested in real-time travel audience data are India (52%) and Indonesia (49%), abo

38、ve the regional average at 42%. With access to real-time travel search and booking information, travel marketers can reach those looking for travel in a region, and persuade travellers to consider their brand, inspire them across the path to purchase, and ultimately book directly through their websi

39、te. We surveyed Asia Pacific travel marketers interest in using messaging apps as part of their 2019 strategy and an average of 42% indicated intended useIndonesia came in high at 63%, India at 52%, Singapore and Japan at 48%. With the prevalence of chat apps in the region, travel marketers need to

40、invest in this channel. The Future of Travel Marketing in Asia Pacific 42% 42% 42% 41% 37% 33% 32% 31% Augmented Reality or Virtual Reality Smart Speakers or Voice Search Audio Advertising Connected or Streaming TV Chatbots Messaging Apps or SMS Real-Time Supply and Demand Data Real-Time Travel Audi

41、ence Data Travel Marketers Use of Emerging Tech in 2019 Which of the following ad platforms or marketing technologies are you planning to utilise in your 2019 marketing efforts? Source: Sojern, 2019 12The 2019 Asia Pacific Report on Travel Advertising Almost half (45%) of travel marketers in Asia Pa

42、cific rank Facebook and Instagram as most likely to disrupt travel marketing over the next five years. 7 Skift, 2018 8 Hotel Link Solutions 9 Phocuswire, 2019 Working with a Facebook Marketing Partner (FMP) helps to leverage Facebook more effectively, from campaign management and optimisation, to me

43、asurement, and creative services. “As a vertical FMP, we build a platform that works only for travel brands because travel has very different problems. They are dealing with seasonality. They are dealing with expiring rates and availability. It is a very different path to purchase when you compare t

44、o eCommerce, for example. We build products that address these particular challenges.” Although Amazon is the leading e-commerce player in North America and Western Europe, almost every country in Asia Pacific has their own dominant online travel sites: Ctrip in China, Rakuten in Japan, Makemytrip i

45、n India7 and Traveloka in Indonesia, which are far ahead in terms of local market dominance.8 However, it does seem that travel marketers are confident that Amazon will be able to roll out technology for the travel industry in the years to come, with 38% agreeing that Amazon will disrupt travel mark

46、eting. And Amazon has made its first steps in the regions travel industry this May with the appearance of flight booking on its India website.9Volkan asal CEO and Founder Who Will Disrupt the Travel Market? 45% Facebook and Instagram 38% Amazon 36% Google Ads 13The 2019 Asia Pacific Report on Travel

47、 Advertising Executive Summary Digital is the largest portion of ad spend and is increasing year-over-year, with 74% of travel marketers in Asia Pacific planning to spend more on digital this year. If youre not already investing heavily in your digital marketing strategyyou should be. Available chan

48、nels, platforms, and tools are growing as well. Social is staying strong as spend on Facebook, Instagram, Twitter, Pinterest, and Snapchat ads grows across the board in 2019 and beyond. Recent advancements in digital advertising technology make it possible to connect with the right traveller at the

49、right time, and to measure the impact of those interactions. But this rapidly changing digital landscape makes it difficult for marketers to keep up, especially as 45% of travel marketers in Asia Pacific believe that Facebook and Instagram have the potential to disrupt the industry in the near future. Other trends and changes, such as the rapid increase in CTV advertising (a third intend to ut