Sojern：2019年歐洲旅行廣告報告(英文版)(16頁).pdf

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1、The 2019 European Report on Travel Advertising State of the Industry Perspectives from Travel Marketers 2The 2019 European Report on Travel Advertising To understand more about the state of the industry, Sojern surveyed more than 600 travel marketers who lead travel marketing in 46 countries around

2、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 leading the European region, which is the worlds number one tourist destination, with 712 mi

3、llion international arrivals in 2018 and more than 50% of the market share of worldwide tourism.1 For the European economy alone, travel and tourism directly contributed an estimated 782 billion euros to GDP in 2018 and 14.4 million jobs through direct employment in the sector.2 Strong air connectiv

4、ity, significant promotional activities, and demand from Europes largest long-haul source markets have all played a key part in delivering this growth. The region encompasses 44 countries, over 24 officially recognised languages, and three standard time zones. While we see many similar trends across

5、 the region, there are also vast differences which can add further complexity for travel marketers. With the uncertainty surrounding Brexit, travel brands need to be more cognitive of what travellers are looking for in their next trip, as well as reassuring travellers across the globe that despite g

6、rowing concerns, now is still the time to plan exciting trips to Europe. And travel marketers are increasingly turning to digital forms of advertising to inspire these global travellers. In this regional report we examine how European travel marketers are allocating advertising budgets across channe

7、ls, what they find most challenging, and technologies that may impact the future of marketing. The digital advertising ecosystem grows increasingly complex for travel marketers. Lilian Moschidou Marketing Director “You must shift your mind from airing your campaigns and waiting for your audiences to

8、 chase you. Its really important to find your audience and then be there, where theyre most interested and engaged.” 1 European Tourism Association, 2019 2 Statista, 2018 3The 2019 European Report on Travel Advertising 2018 Ad Spend Other Radio Out of Home Television Print Digital 49% 15% 13% 12% 8%

9、 2% The State of Travel Advertising Spend in Europe Digital advertising represents the largest portion of ad spend for European travel marketers in 2018 at 49%. The region had the lowest spend globally on digital as a percentage of spend, alongside LATAM. Asia Pacific came out on top at 52%, followe

10、d closely by the United States and the Middle East. However, in 2019, Europe remains among the top regions when it comes to increasing digital spend, with 66% of travel marketers planning to do so, a higher percentage than the Middle East and the United States. In fact, almost three quarters of trav

11、el marketers from European countries such as France and Spain plan to dedicate more ad budget towards digital this year. Approximately what percentage of your or your travel clients advertising dollars was spent across the following media channels in 2018? Source: Sojern 2019 Percentage who Plan on

12、Increasing Ad Spend in 2019 DigitalTelevisionOut of HomeOther PrintRadio UK66%44%41%38%35%32% France73%45%42%50%32%21% Germany66%45%38%38%32%21% Spain75%39%38%44%32%23% Italy67%38%41%50%32%22% Ireland66%35%42%43%29%26% How do you anticipate your ad dollars will be allocated in 2019 across the follow

13、ing media? Source: Sojern 2019 4The 2019 European Report on Travel Advertising 22% 19% 11% 10% 10% 9% 7% 6% 6% Paid Search Facebook and Instagram Programmatic Display Video Private Marketplace OTA Mobile Metasearch Other Social Digital Ad Spend, By Digital Channel In 2018, social media spend represe

14、nted the largest portion (28%) of digital spend, with 22% allocated to Facebook and Instagram and 6% to other social channels. Theres no sign of ad spend slowing down on Facebook and Instagram this year, with over half of all European travel marketers planning to shift more ad budget in this directi

15、on. More travel marketers in France (69%) intend to increase spending on Facebook and Instagram this year than any other European country. Approximately what percentage of your digital or your travel clients digital advertising spend was spent across the following types of advertising in 2018? Sourc

16、e: Sojern 2019 European travel marketers were higher spenders on social media than other regions, including Asia Pacific (24%) and the Middle East (22%) 5The 2019 European Report on Travel Advertising Percentage who Plan on Increasing Digital Ad Spend in 2019 Facebook and InstagramVideoPaid SearchMo

17、bileOther Social Programmatic Display Private MarketplaceMetasearchOTA UK55%54%49%47%45%42%38%37%27% France69%54%52%46%42%42%41%46%28% Germany65%54%49%48%37%39%34%39%29% Spain64%53%51%58%48%45%39%37%25% Italy60%49%47%48%40%36%37%32%16% Ireland63%57%44%52%62%41%39%44%14% How do you anticipate your ad

18、 dollars will be allocated in 2019 across the following types of advertising? (Plan on spending more) Source: Sojern 2019 6The 2019 European Report on Travel Advertising Successful Digital Advertising Channels in Europe How Travel Marketers Are Using and Anticipate Using Social Ads 0% 10% 20% 30% 40

19、% 50% 60% 70% 80% Snapchat Ads Pinterest Ads Twitter Ads Facebook Stories Instagram Stories Facebook Dynamic Ads for Travel Instagram Ads Facebook Ads Dont currently use or plan on using Plan on using 2019 Used 2018 Which types of social advertising are you currently using in 2018 and/or considering

20、 using in 2019? Source: Sojern 2019 Worth noting, all respondents were asked the same questions, regardless of region. The product that will see the most growth this year is the Stories format. The Stories format is proving increasingly popular with consumers, and the travel marketers trying to reac

21、h them. As an upper funnel advertising format, Stories offer more information in a visual format at a faster rate, accounting for consumers rapidly shrinking attention spans. Roughly half of Instagrams 1 billion users now use Instagram Stories every day, and over 2 million advertisers are now buying

22、 Stories ads across Facebooks platforms.3 Over half (57%) of all European travel marketers intend to advertise on Facebook and Instagram Stories in 2019. Spanish travel marketers are ahead of the curve as 50% responded that they already used Instagram Stories in 2018, (global average was 44%) and 60

23、% intend to use this format in 2019. UK and German travel marketers were not far behind with 49% having utilised Instagram Stories last year and both intending to increase their focus on the format this year. Not surprisingly, these countries all have significant Instagram user bases, with 22.4 mill

24、ion users in the UK, 19 million users in Germany, and 14.9 million users in Spain.4 In fact, as of April 2019, Russia, Turkey, and the United Kingdom were all ranked among the top worldwide countries with the most Instagram users.5 German travel marketers showed the most planned growth around Facebo

25、ok Stories rising from only 40% having used the format in 2018 to 57% planning to use it this year. We see similar high growth from Italy and France who both intend to spend more (56%) on Facebook Stories in 2019. 3 TechCrunch, 2019 4 NapoleonCat 5 Statista, 2019 7The 2019 European Report on Travel

26、Advertising The Lungarno Collection and Sojern have successfully partnered since November 2017, with Sojern running online display advertising for their properties. In May 2018, the partnership grew to include advertising on Facebook and Instagram, for a multi-channel online marketing strategy. Whil

27、e Italy is a destination for millions of travellers each year, the hospitality market itself is fairly new to digital marketing. Many independent chains dont have the marketing budgets of a global hospitality brand, which is often required to implement an online marketing strategy. Sojern works with

28、 hotels of all sizes and marketing budgets to give them marketing solutions that drive direct bookings. For the Lungarno Collection, Sojern found people who were searching to travel to Rome or Florence, and showed them Lungarnos engaging ads. This inspired travellers to visit the website to learn mo

29、re, and eventually, book with Lungarno directly. In 12 months, Sojern delivered over 881K in direct booking revenue for the Lungarno Collection. Of that, 130,991 came from Facebook and Instagram in only five monthsproving the value of a multi-channel approach. Targeting travellers across the path to

30、 purchase with a multi-channel approach. Facebook Ad Example on Desktop 8The 2019 European Report on Travel Advertising With more than 2.7 billion monthly users across the Facebook family of apps:6 Facebook, Instagram, Messenger, and WhatsApp, Facebook and Instagram ads continue to be of great inter

31、est to travel marketers in 2019. Facebook Travel Ads, formally known as Facebook Dynamic Ads for Travel (DAT), are also showing an uptick in interest this year from travel marketers.* Facebook Travel Ads is an advertising format that enables travel advertisers to automatically retarget Facebook user

32、s who have shown interest in a trip. It is built to engage with travellers lower in the funnel to ultimately drive bookings with highly personalised ads and creatives. Brands can be certain that their target audience is on Facebook nearly every day. We know that travellers are spending their time on

33、 Facebooks family of apps5x more than on travel-related apps, sites and searches, to be exact.7 “We have definitely put more resources and funds into social mediaFacebook and Instagram specifically, and we intend to use it even more in 2019. People travel because they want to have experiences. It is

34、 a social, visual, experiential undertaking, and social media really fits that.” * At the time of this survey, Facebook Dynamic Ads for Travel was the term used. 6 TechCrunch, 2019 7 Facebook, 2016 Lilian Moschidou Marketing Director 9The 2019 European Report on Travel Advertising How Travel Markete

35、rs Are Using and Anticipate Using Digital Video Ads 0% 10% 20% 30% 40% 50% 60% 70% 80% CTV Other Sites/Networks Mobile Video Ads InstagramYouTubeFacebook Dont currently use or plan on using Plan on using 2019 Used 2018 Which types of digital video advertising are you currently using in 2018 and/or c

36、onsidering using in 2019? Source: Sojern, 2019 Video advertising is often used higher in the funnel, during the dreaming phase, to inspire travellers. Many European travel marketers use video to showcase their properties and experiences in a more engaging mannercreating excitement among prospective

37、and booked travellers. Because videos help tell the story of traveland travellers are increasingly consuming information through online videosits no surprise we see 53% of European travel marketers increasing spend on video advertising. Facebook, YouTube, and Instagram are the most utilised video ad

38、 platforms in the region. As consumers continue to cut the cord, Connected Television (CTV) advertising is showing the largest growth19% of European travel marketers used CTV in 2018 and 37% plan to use the digital video advertising channel this year. Spain predicts the highest increase, rising from

39、 17% in 2018 to 43% this year. 10The 2019 European Report on Travel Advertising With General Data Protection Regulation (GDPR) introduced in May 2018, its practical that “how to use customer data more effectively” is top of mind (46% say it is a top challenge) for all European travel marketers. Key

40、Challenges in Europe UK Managing pricing and profitability across my distribution and marketing partners 45% France Proving incrementality / Understanding how to use my customer data more effectively 49% Spain Ensuring brand safety 53% Germany Proving incrementality / Delivering personalised ads and

41、 offers in real-time 68% Italy Keeping up with the fast-paced advertising and technology landscape / Understanding how to use my customer data more effectively 68% Ireland Achieving ROI and profitability targets for my advertising investments / Reaching new travel audiences / Keeping up with the fas

42、t-paced advertising and technology landscape / Managing integrated campaigns across Google, Facebook, and other media partners / Targeting travellers during a specific point along their path to purchase 41% How challenging would you describe each of these common travel marketing challenges? (Percent

43、age of respondents who selected “very/extremely challenging”) Source: Sojern 2019 11The 2019 European Report on Travel Advertising The Future of Travel Marketing in Europe Who Will Disrupt Travel Marketing? 49% 44% 39% Google Ads Amazon Facebook and Instagram Which of the following ad platforms or m

44、arketing technologies do you think have the biggest potential to disrupt travel marketing over the next five years? Source: Sojern 2019 Almost half (49%) of travel marketers in the region rank Facebook and Instagram as most likely to disrupt travel marketing over the next five years. Significantly m

45、ore travel marketers in Spain (60%) feel that Facebook and Instagram will disrupt travel marketing, closely followed by Italy (58%). Working with a Facebook Marketing Partner (FMP) helps to leverage Facebook more effectively, from campaign management and optimisation to measurement to creative servi

46、ces. “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 to eCommerce, for example. We

47、build products that address these particular challenges.” Volkan asal CEO and Founder 12The 2019 European Report on Travel Advertising 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 44% agre

48、eing that Amazon will disrupt travel marketing. Last year, Amazon placed Echo devices in hotel rooms across the country, starting with Marriott Hotelsenhancing the hotel guests experience through the power of voice commands. “Amazon is not thinking about launching into the travel industryAmazon is a

49、lready in the travel industry.” Mat Harris Vice President of Product 13The 2019 European Report on Travel Advertising Executive Summary Digital is the largest portion of ad spend and is increasing year-over- year, with 69% of travel marketers in Europe planning to spend more on digital this year. If youre not already investing heavily in your digital marketing strategyyou should be. A