advertising business travel

Effective Travel Advertising Strategy for 2022 + 16 Ad Examples

You can’t rely solely on people’s wanderlust when advertising travel services because while it may keep your business afloat, it’s not enough to help you make waves in the industry.

Besides, people’s appetite for traveling is dependent on many factors and may decrease as a result of unforeseen events.

We’ve seen this happen when traveling took a hit in 2020 due to the COVID-19 pandemic, which is reflected in the industry’s spending data on digital advertising from previous years. While things are improving, a lot is riding on travel ads performing well.

For your vacation advertising efforts to be truly successful, you need a combination of good strategy and creative ads .

Stick with me as I walk you through the steps of building an actionable travel advertising strategy, including identifying your target audience, knowing the customer journey, setting your campaign goals, and measuring ads’ effectiveness.

We’ll also look at 16 travel ad examples from big names in the industry that will surely inspire your future campaign creatives.

If you’re more interested in the ad examples rather than the strategy, use the summary below to jump to that part.

A. Steps for the perfect advertising strategy 

1. Identify your target audience

2. know the traveler’s customer journey.

3. Set campaign goals

4. Create ads with seasonality in mind

5. Choose the right advertising platform

6. measure your ads’ effectiveness.

B. Inspiring travel advertising examples and templates

A. Steps for The Perfect Advertising Strategy

Advertising takes time, money, as well as other resources, so needless to say, the end goal is to maximize ROI.

The surest way to achieve this is by devising a strategy beforehand, meaning a step-by-step plan to reach the right audience and persuade prospects to choose your travel services over those of your competitors.

On top of giving you a precise course of action, having a strategy also provides a reference to assess your results along the way and re-evaluate the plan if need be.

Here are the key steps you must check to build a strong tourism advertising strategy:

A well-defined target audience is the foundation of any good travel advertising strategy. 

Just think what a waste of resources it would be to target users with no potential to become customers. Narrowing down the group allows you to focus your efforts on reaching those who would benefit most from your travel services.

Plus, with a clear target audience in mind, you can create travel ads that double as personalized customer experiences, proven to be more successful in converting to sales.

To define your audience, make a list of different attributes you’d like your ideal customer to have, a.k.a. build a buyer persona. These attributes can be geographic, demographic, psychographic, or behavioral. 

• Geographic : anything related to location, including customers’ country, region, city, or even postal code;
• Demographic : population-based attributes, such as gender, age, education, income, marital status, and so on;
• Psychographic : personality traits, values, interests, hobbies, and lifestyle aspects;
• Behavioral : online behaviors according to browsing patterns, spending and purchasing habits, and many others.

The customer journey sums up all interactions a prospect has with a brand during the purchase process, from the first encounter, up until a transaction is completed. 

Commonly, it’s divided into three main stages: awareness, consideration, and conversion.

However, a traveler’s customer journey differs from the typical model because booking a trip isn’t an easy-to-make purchase decision; quite the opposite—a lot of thought and planning is put into it. 

I mean, would you buy plane tickets as quickly as you would a chocolate bar? Me neither.

So, the customer’s travel journey can be split into the following four to five stages: 

• Dreaming: whether it’s picturing themselves in a gondola on the canals of Venice or sunbathing in Greece, all soon-to-be travelers begin here.
• Planning: even the most spontaneous people make some sort of arrangement for their trip, even if it only implies picking a hotel to stay at.
• Booking: prospects are ready to buy plane tickets and book accommodation. 
• Experiencing: travelers are enjoying their vacation and making lasting memories.
• Remembering: this is an optional stage that comes after the traveler’s journey is completed, where you can consolidate the relationship with your brand .

Understanding this customer journey allows you to time your travel advertising to the most favorable moments, specifically when prospects are in the planning and booking stages.

3. Set your travel campaign goals

Goals or objectives give your travel campaigns a clear direction and help you measure progress along the way, so you don’t lose sight of the value of your work.

To yield the best results, you should set your campaign goals according to the S.M.A.R.T. criteria. The acronym stands for specific, measurable, achievable, relevant, and time-bound, all qualities your goals should have.

A few of the most common goals that can aid your campaign’s success are the following:

• Increase brand awareness by getting your travel services on the radar of potential customers;
• Grow website traffic or attract new visitors to your company’s website;
• Drive consideration through campaigns that promote different travel services;
• Generate leads , whether that means new subscribers to a newsletter or prospects filling out a form to find out more about an offer;
• Boost conversions , a.k.a. make sales.

4. Create travel ads with seasonality in mind

The rain in Spain stays mainly in the plain . 

Well, not really. It falls along Spain’s northern coast and mountains. But the country has its meteorological particularities, as do all travel destinations .

Tourism is highly dependent on weather conditions. As a general rule, there are three seasons in the travel industry: peak season, shoulder season, and off-season.

Demand usually hits an all-year high in summertime (mid-June through August), known as the peak season or high season.

From April to mid-June and from September to October is the shoulder season, during which people still travel, but not as much as they do during peak season.

All travel businesses experience a decline in sales from November to March during what is known as the off-season.

However, seasonality isn’t necessarily a negative thing for travel marketing as it allows you to have a clear perspective over the following months.

Try to stay mindful of seasonal patterns and trends as you will understand when prospects want to purchase plane tickets, accommodation, or all-inclusive offers to specific destinations. Timing your creative ads and tailoring your messaging according to these seasons might help you influence purchase decisions.

There are numerous advertising platforms available, and the easiest way to identify the most suitable ones for your brand is to look where your customers are spending time.

Generally, the following three platforms are obvious choices for most businesses:

Google Ads: Running search or display campaigns on the Google ad network allows you to leverage Google’s massive reach and advanced targeting options to get in front of potential customers exactly when they are looking for travel services.

Social media ads: Whether it’s Instagram, Facebook, or TikTok, advertising on social media helps you increase brand recognition and reach a wider audience at the same time. Plus, it gives you the chance to experiment with a wide range of ad formats, including image and video ads.

Email marketing: Email offers a direct communication channel with customers that you can use to send personalized messaging, as well as discounts and special offers. Besides, it’s a cost-effective marketing method that provides easily measurable results.

Even with a killer strategy up your sleeve, things might not go as expected. And even if they do, measuring the success of your travel campaign is vital to understanding how your vacation ads are performing. 

If everything is going well, you’ll know what to repeat with future campaigns, and in the opposite scenario, you’ll figure out how to optimize ads for success.

Luckily each advertising platform, including Google and Facebook , offers relevant metrics known as KPIs (key performance indicators) to track for the most popular campaign objectives. Hence, you know exactly what to look at.

Things work differently for email marketing campaigns, as you need third-party tools that also enable email automation to measure campaign performance.

B. Inspiring Travel Advertising Examples and Templates

On to the part everyone has been waiting for, here are 17 travel ad examples that succeed in capturing audiences’ attention in one way or another:

Expedia: Chase new experiences

Let’s kick things off with an industry giant—Expedia. These two creative ads from the same campaign work so well because they promote experiences tourists can have in Marocco rather than the destination itself.

The font pairing is a match made in heaven, and the copy conveys a powerful message when teamed up with the beautiful scenery photos.

Kayak: Group trip without the drama

This Kayak display ad gets the struggle of planning a trip with a large group of friends. No matter how tight the relationships are, it’s bound to be a bumpy road.

While design-wise, the ad might not be too impressive, the copy makes audiences feel understood, which is why I think it deserves a place on this travel ad examples list.

JetBlue: Stretch your legs, not your wallet

Moving on to a different traveling pain point, we have this witty JetBlue Facebook ad that promotes the airline’s extra option to have up to 7″ more legroom in coach class.

The simple illustrated design is elevated by the ad copy that manages to capture viewers’ attention and say so much with so few words.

As this is one of my favorite travel ads on this list, I couldn’t resist including a second Facebook ad from the same campaign, a video one this time.

Once again, the funny ad copy is the star, suggesting you don’t have to be a billionaire such as the likes of Jeff Bezos to get to space, which is a clever way of saying JetBlue travelers can get more legroom at an affordable price.

Carta Travel: Tailor made travel experiences

Edit this template

Pictures have the power to transport viewers to different locations, so many travel ads use them to do just that. This template is no exception, using a photograph of a beautiful sunset as its main focus.

If you’d like to create similar designs for your business, open this template in Creatopy and customize it with different elements from our extensive library.

Lufthansa: The joy of flying

The view from an airplane window has become representative of traveling. Many people pay extra money to sit in the window seat when flying or rejoice when randomly assigned to it.

The German company Lufthansa chose this specific image to evoke the joy of flying and invite viewers to click this half-page display ad promoting the over 200 worldwide destinations in their portfolio.

Air France: Le Rendez-Vous

This animated Air France display ad compares a trip in business class to an anticipated first date, embodying the french elegance and romantic spirit. Of course, we’d expect nothing less from France’s flag carrier.

The ad is also a lesson in consistency, as the brand’s distinctive personality is instantly recognizable thanks to the blue, white, and red color palette, as well as the emblematic logo.

Tripadvisor & Visit Orlando: Explore Unexpected

The Tripadvisor Facebook ad above encourages users to take a different kind of trip from the comfort of their own home—an interactive voice tour of Orlando.

The different shades of teal used for the ad’s design help it stand out on the Facebook feed, while the choice to use a single font ensures the text’s high readability.

Delta Air Lines: Your ticket to more travels

Delta Air Lines uses footage of an idyllic destination to catch the eye right before inviting users to learn more about the miles reward program through the CTA of this Facebook video ad.

The copy aims to persuade by linking the reward card to states of wonder, serenity, and inspiration, all of which can be achieved through traveling.

Hilton: Where the pets stay

Now, this ad will make a lot of pet owners go aww . I mean, it can’t be just me swooning at the idea of traveling with my cat.

It’s true Hilton is targeting a niche audience with this adorable Facebook ad that announces pets are welcome in their hotels. Still, even travelers outside the ad’s target audience are likely to smile at the cute animal photos and the pet-away wordplay in the copy.

Traveloom: A great stay is a happy memory

Is there a more effective way to advertise for hotels and resorts than by using actual pictures from the location? I don’t think so, as all travelers want to see where they will stay before booking accommodation.

This fully customizable Facebook template can be adjusted for any use case by adding and replacing design elements in Creatopy’s drag and drop editor. 

Hotels.com: Find your perfect somewhere

Hotel.com knows how important compatibility between a tourist and its booked hotel is. So much so that they compare it to that between lovers, stressing the importance of choosing the right hotel.

The hotel description narrated in the first person by the personified boutique hotel immediately draws viewers into this upbeat ad. It is reminiscent of about me sections on match-making websites, further supported by the tagline Find your perfect somewhere , which sounds similar to Find your perfect someone . Overall, a great example of video storytelling.

Airbnb: Turn the world into a field trip

This colorful newsletter ad promotes Airbnb’s Field Trips, a collection of online experiences from around the world targeted at kids. 

This time around, the visual part outshines the ad copy, as the bright-colored background catches the eye instantly, and the exciting collage image prompts viewers to click the CTA button that invites them to Explore Field Trips .

Vacasa: Make check-in a breeze

The vacation rental company Vacasa aims to increase app installs with this clean and sharp-looking newsletter ad that promises a stress-free trip experience where travelers needn’t worry about aspects like hotel check-in, home entry codes, or wi-fi connection.

Viewers get a glimpse of how the app looks thanks to two mobile phone screens placed on a color block backdrop, which is a great selling point.

Visit Greece: All you want is Greece

The classic problem and solution approach works here because the ad’s characters are so relatable that viewers can easily identify with them. 

Wrapping It Up

As seen from the strategy tips and ad examples in this article, understanding and connecting with the customer is key in the travel industry. 

Hopefully, you’ve learned something new that you can implement when planning your future travel campaign or designing ads for it.

Let us know what you found most helpful, and feel free to share your own travel advertising tips in the comment section below.

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Marketing to Business Travelers: the Ultimate Guide

June 12, 2020.

Are you ready to start effectively marketing to the 405 million long-distance business trips that happen every year? While not common to every bed and breakfast or vacation rental, business travelers can be the bread and butter of your business, if appropriately targeted. Many hospitality professionals feel marketing to business travelers is simply a matter of targeting them.

We’ve simplified your business traveler marketing strategy with our detailed checklist. Get it delivered right to your inbox today! 

Get Your Guide

Everything You Need to Know About Marketing to Business Travelers

Hosting business travelers is nice work, if you can keep it. Business travelers aren’t complicated. Here are a few things you need to know about effectively marketing to business travelers. 

Knowing Your Market

1) dependable.

They consistently stay on your property. Their business is reliable year-round and not dependent on the season or weather, as is the case with leisure travelers. Besides, business travelers are often the only business on weekdays.

Once a business traveler gets used to a place, they will become loyal to that business. There can be many reasons other than actual loyalty for a business traveler to stay at your property. That said, the behavior is the same no matter how they arrive there.

3) EASY TO PLEASE

Business travelers, to quote one bed and breakfast owner, are, “in late, out early, and don’t spend a lot of time in the room, which cuts-down on wear-and-tear and use of facilities.” Business travelers tend to overlook the fine-tuned details in exchange for a comfortable room with easily accessible amenities.   

4) NOT PRICE SENSITIVE

Companies usually foot the bill for stays at lodging establishments. As such, attempts to bargain-down the rate historically were rare. Again, business travelers are looking for a comfortable stay with an easy booking process.

Acknowledging Challenges of Marketing to Business Travelers

A changing marketplace has provided both challenges and opportunities for attracting business traveler customers to independent properties like boutique hotels, bed and breakfasts, and vacation rentals.

PROBLEMS ATTRACTING BUSINESS TRAVELER CUSTOMERS

In the past, the assumption of business travel was that these road warriors holed-up in sad, drab, chain hotels when they traveled. This was primarily due to the simple fact that it was all around easier to book at chain hotels.

• They provided a consistent experience from beginning to end, regardless of where the guest was staying in town or in the country.
• They offered full-service amenities such as restaurants, gyms, spas, business, and conference space.
• It was easier to book at them, as travel agents could simply find and call the nearest Marriott, Hyatt, or other chain hotels for Mr. Smith’s trip to Detroit and save Mr. Smith the trouble of researching himself.

Adapting to Changing Times

Booking business travel has never been more accessible. Due to online book agencies, mobile capabilities, and the explosion of home-share companies, it is time to rethink how we market to business travelers. 

Business travelers looking for a fresh way to stay alternatively from chain hotels means more opportunities to get creative with your marketing strategy. Follow a strict social media strategy, create packages that even those with minimal time want to book, follow up with successful email marketing. You’ll be well on your way to attracting this massive demographic.  

Understanding What Business Travelers Want

So the next question is, what do corporate travelers want when they travel?

The simplest answer? To control their environment. Think about it—business travelers are usually forced to travel away from the homes they know and love. Giving these travelers the option to control as much as their hotel experience as possible is the key to winning over their suitcases.

1) Location, Location, Location

This is one of the most important amenities (besides cleanliness) that your boutique hotel, vacation rental, or bed and breakfast needs to offer. Marketing to business travelers is pointless if there’s nothing near you that they want to be near.

2) Free, Fast, and Non-Frustrating WiFi

The need for WiFi is arguably more important to business travelers than location. 49% of business travelers consider free WiFi a deciding factor while deciding on a hotel, and 90% expect there to be WiFi at their hotel.

3) Readily Available Coffee

Some theorists argue our modern world was established with the abundant use of coffee to kick-start the Industrial Revolution . Coffee is necessary for many, if not most, in the business world. As such, business travelers want and need coffee in their lives, preferably all the time.

Moral of the story? Don’t skimp on the coffee.

4) Readily Available Food

In the past, guests expected a restaurant on-site when they arrived at their business travel destination. Business travelers work too much to have time for that. Business travelers work for more than 240 hours per year than the average American worker. 39% of business travelers work more hours when they travel than when they’re at the office.

While 4-star dining is lovely, business travelers may be content with grab-and-go options. Include healthy choices in your easy-access bistro, and travelers looking to avoid the battle of the bulge commonly fought by road warriors will thank you.

5) Easy, Convenient Parking and Proximity to Mass-Transit and Transportation

This fits in with the location requirement. When marketing to business travelers, highlight these essential amenities when potential guests are comparing you to competitors. If your lodging establishment is the best choice of the downtown hotels near Greenwich Hospital , make sure that your hospitality marketing strategy highlights these key points.

7) Comfortable Seating

We, business travelers, need comfortable spots to check Google Analytics!

You may not think of this regularly, but business travelers will notice if you force them to find basic business equipment. And losing them to go back to a chain hotel will be a major bummer if all you needed to save that relationship was a scanner.

Some more items important for meeting business travelers include:

• A functional desk in the room
• Ergonomic desk chairs in the room

6) Wellness Options

It’s not unusual to see corporate travelers concerned about their waistlines. Between long stretches of sitting down on flights and cars and eating whatever is readily available, it’s an uphill battle.

But helping them out will undoubtedly win you brownie points. Some ideas to wellness-centered travel would be offering complimentary access to a local gym or in-house wellness kits. 

7) Easy Bookkeeping

Make all aspects of planning and follow-up as easy as possible. While an entire software solution isn’t necessary, offering itemized billing and invoices would certainly help.

8) Easy Check-In Process

So why force them?

A non-traditional check-in experience permits travelers to avoid interacting with anyone if they want, or vice versa. But the important thing is that it doesn’t force the guest to do so for basic things like getting into their room or basic information. 

What could a non-traditional check-in experience look like on your property? Switching from physical keys and locks to a setup in which guests can get in and out of their rooms and units without interacting with the front desk, or even touching a keycard.

9) Flexible Check-in and Check-out

Speaking of letting business travelers maintain control over their experience at your boutique hotel, vacation rental unit, or bed and breakfast, having some flexibility with when a guest arrives and leaves can work wonders for customer loyalty.

Imagine if their flight leaves later than expected or their flight arrives earlier. Removing the hurdle of time gaps can go a long way in making those guests love you and come back next time they’re in town.

Start Planning Your Strategy for Marketing to Business Travelers

Once you know that you have a fantastic product for your target market, now is the time to start marketing to business travelers.

Create a great marketing strategy by using what you already have—great reviews, loyalty, a mobile-optimized website, and a little bit of data. While being keen on various aspects of hospitality marketing is important, essential areas for marketing to business travelers include SEO, PPC, website design, email marketing, and social media marketing.

GET GREAT REVIEWS OF YOUR PROPERTY

Just like the leisure traveler, corporate travelers want to know in advance what their experience at your establishment will be like. That said, their need for good reviews of your property is to avoid dealing with any surprises. A negative review will not necessarily translate to a deal-breaker for them as it could a leisure traveler. Be sure to keep your TripAdvisor, Yelp, and Google business listings updated and reactive. 

OFFER A LOYALTY PROGRAM FOR BUSINESS TRAVELERS

Just because the price is one element of a traveler’s decision to stay at your bed and breakfast, hotel, or vacation rental, doesn’t mean it should be the only one. While a discount is one option to offer in a loyalty program, the only real limit is your imagination.

Scope out your competitors for ideas and what appears to be already working. To get your research going, try Googling “(your location) hotels for business travelers.” Top results for that term are likely considered good answers to relevant searches, and therefore the right place to start.

Visit those websites and see what they offer and then build something even better. Travelers love free upgrades, free nights, and free use of amenities.

Keep in mind there is no perfect loyalty program. Experiment with your own and get feedback from customers on what’s working and what’s not.

Make It Mobile-Friendly

Nowadays, the average business traveler checks their smartphone 34 times per day. 59% of business travelers said they would feel disoriented, distraught, and lonely without smartphones for just a week.

Forcing business travelers to switch from their smartphones to a desktop takes control of their experience out of their hands. Of course, some corporate travelers may want to pick up the phone and call you to book. But if that seemingly small decision is a make or break for them, do you want them to pan your business before they get a full experience? Aim for a three-step booking to ease them through the process.

TARGETED COMMUNICATIONS TO BUSINESS TRAVELERS

Now that your property is optimized for business travelers to enjoy full control over their experience and you have business travelers already enjoying your place, it’s time to attract more!

The most important thing to remember is not to dilute your message. Business travelers don’t want to hear about a romantic or family-friendly experience at your property any more than a couple looking for a romantic getaway wants to know that you’re a great place to conduct corporate meetings. Business travelers usually travel during the week while family and romantic vacationers come on weekends. Target travelers differently, even down to having different pages on your website devoted to different target demographics.

As far as communication style goes, keep it straightforward with a focus on descriptions rather than emotion-provoking copywriting.

How Does All of This Relate to Content Marketing?

While a full suite of hospitality marketing services is the best way to attract hotel guests, business travelers are generally a more direct bunch. Here’s the breakdown of hospitality marketing services as offered by Q4Launch, and which to focus on when targeting corporate travelers.

SEARCH ENGINE OPTIMIZATION

Hospitality SEO is super useful. If you’re number one in your area for terms that your target demographic searches, they’ll land on your website, get all the information they need, and book. The simplest strategy would be to collect all relevant information for business travelers on one page.

WEBSITE DESIGN

Again, creating a user-friendly website, specifically mobile-friendly, is key to keeping organic traffic on your site. Simple is always better in the business world.

EMAIL MARKETING

Hospitality email marketing is highly effective for business travelers. Segment your email lists and customize your marketing efforts. Sending them an email about weddings risks being a major turn-off.

PAY-PER-CLICK ADVERTISING

This can provide quick turn-around, and is similar to SEO. This is a quick and effective way to rank on the front page of Google.

Discover More About Marketing to Business Travelers With Q4Launch

Are you ready to take ahold of the business traveler market? Partner with Q4Launch and discover how we are paving innovative ways to market to this growing demographic. Let us do the labor while you enjoy the benefits of hosting a loyal band of business travelers.

Curious how Q4Launch could factor into your overall hospitality marketing strategy ? Get in touch with us to get help planning-out your unique approach.

How To Create Impactful Travel Business Marketing Ads For Different Platforms

• Social Media

In 2023, digital ads are predicted to account for more than 66% of the total spend on global advertising. This goes to show just how impactful online advertising is, and how so many companies use it for increasing sales and revenue growth.

If you want to reach new customers fast, then running travel business marketing ads is the best way to do so.

A major benefit of running paid ad campaigns is that you can target the right audience and ensure that your business and booking pages are front and center of their buying journey.

And with so many different advertising channels and formats to choose from, you can be very specific about how you attract customers through travel advertising.

Not sure where to start? This guide will cover everything you need to know about preparing your first ad campaign.

What To Consider Before Pursuing Travel Advertising 

Before you start running travel business marketing ads, it's important to take a number of key considerations into account. This will help you create ads that are more effectively targeted in order to achieve a better ROI.

Know Your Audience 

First, you need to have a clear understanding of who your target audience is. This is essential if your ads are going to reach the right people.

The great thing about running online ads is that you can access very detailed targeting options. This means you can be highly specific about what demographics, interests, and locations your ads display.

Start by understanding exactly who your prospective customers are. The best way to do this is to create detailed customer personas that outline elements like the target customers' age, location, interests, income, pain points, and more.

This way, you’ll be able to target the ads so that only relevant people see them. This will help your campaigns achieve e a better ROI.

Understand Your Target Audience’s Behavior 

You’ll also need to have a clear sense of how your target audience consumes information online. This is necessary for choosing the right platforms to run travel advertising campaigns on.

An important aspect of this is understanding the customer journey and the different steps they would take from discovering your brand to becoming a customer. If you focus your ads on platforms where your audience isn't active, your ads won't end up driving conversions.

Being Aware Of Your Ad Budget 

Paid advertising campaigns cost money, so you need to set aside a clear budget accordingly. Of course, your aim is to generate more money from the campaigns than they cost, i.e, to achieve a positive ROI.

Understand the different ways you pay for ads (usually PPC ), and establish a budget for this. You should also be clear on what your ideal return on investment would be for your ads to be profitable.

Best Types Of Travel Business Marketing Ads 

The great thing about travel business marketing ads is that you have loads of different platforms and ad formats to choose from. This gives you plenty of options for effectively targeting your ideal customers, regardless of what their online habits are.

Let’s break down some of the best platforms and ad formats that travel businesses can use.

Google Ads 

When it comes to online advertising, Google Ads remain the most popular. This makes sense seeing as Google is generally the first place people will go to to discover businesses or experiences.

Google offers a variety of different ad formats:

Search Ads 

These are the text ads that display at the top of Google search results. You bid on relevant keywords to have these ads displayed.

Display Ads 

These are ads that include images that display on other websites outside of the search engine.

Video Ads 

Video ads that appear on YouTube (more on this later).

Shopping Ads 

Ads that list products on Google search.

Local Ads 

Ads on Google that send customers to a physical location.

Smart Ads 

Automated ad campaigns that run on Google and across the web.

Discovery Ads 

These ads run across Google’s different feeds.

For travel business marketing ads, the best approach is generally search ads. These are the most common forms of Google ads, and they display similarly to regular Google search results.

Using these ads is a fast way of reaching the top of the SERP.

Your ideal customers are probably going onto Google and searching for something along the lines of “kayak tour near me”. Being savvy about the relevant target keywords can help your ad appear on top of this search query. This is a highly effective way to attract a lot more customers.

Facebook Ads 

Facebook Ads are an extremely popular option for running travel ad campaigns. Consider how much data Facebook holds on its users. This gives you a lot of room to be really specific about how you're going to target the right people.

Many different types of Facebook ad campaigns exist, such as:

Image Ads 

Image ads include a still image with a CTA.

This refers to a video with a CTA.

Instant Experience Ads 

Full-screen ads that include interactive, multimedia options.

Carousel Ads 

Ads that can feature up to 10 images and videos in a swipe-through carousel format, including a CTA.

Lead Ads 

Ads that include a lead generation form to collect email addresses.

Dynamic Ads  

Personalized ads that connect your product catalog with your Facebook Events Manager and Facebook Pixel. This lets you display ad content to users who also viewed the page or product on your website.

Stories Ads 

Ads that appear inside Facebook Stories.

Messenger Ads 

Ads displayed in Facebook Messenger. You can also use these on Instagram and Whatsapp.

Image ads, video ads, and carousel ads are some of the best options for travel businesses, as they let you display your travel experiences in an eye-catching and engaging format. Be sure to use a relevant CTA (like “Book Now”) to increase your conversions.

YouTube Ads 

YouTube is owned by Google, so YouTube Ads are Google video ads (as mentioned above).

Video is the most engaging form of content. Running video ads can be a practical way to grab the viewer's attention. It also lets you display a lot more than images. For travel businesses, this gives you the ideal opportunity to show off your travel experiences and destinations to entice users into booking tours.

Running these ads isn't as easy as other formats, as you’ll need to create quality video content. Bidding on video ads can also get expensive.

Instagram Ads 

Instagram is owned by Meta, so Instagram ads and Facebook ads are managed through the same platform. If you run ads on Facebook, those ads can also run on Instagram at the same time.

Instagram and Facebook ads work in much the same way. Although Instagram also offers ads for its unique features, like Reel Ads, Stories Ads, and Shopping Ads.

It's important to understand your audience and how they interact with each different platform in order for your ads to be most effective.

Twitter Ads 

If your target customers are on Twitter, this could also be a compelling medium for running paid ad campaigns. Twitter lets you run ads in a few different formats, including:

These ads look like standard text-based Tweets.

A single image is displayed in the ad.

These are ads that display a video.

Up to six images are displayed in a swipe-through carousel format.

Moment Ads 

This option allows you to curate a collection of Tweets to tell a story.

Retargeting Ads 

Retargeting is a type of ad strategy that can be run on Google Ads and Facebook Ads. The idea is to show relevant content to people who have already interacted with your website.

For example, a person visits your site, looks at a tour page, and then leaves. You can run retargeting ads (powered by tracking pixels), to then display an ad for that same tour page to the user on different websites.

This is a fantastic strategy for selling more tours, as the people who see retargeting ads have already shown an interest in your business, so they’re more likely to make a purchase.

Tips For Creating Travel Business Marketing Ads 

Once you’ve established what ad platform is best for your travel business, you’ll need to make sure your ads stand out.

Here are a few tips and tactics to keep in mind when creating your ad campaigns.

Use A Compelling CTA 

This is an essential rule for any effective ad campaign, regardless of the platform or ad format you're using.

Your ad exists to drive conversions and to achieve that you need to have a clear call to action (CTA). make sure this CTA is simple and compelling, and that it makes sense for your ad campaign goals.

Optimize Your URL 

It’s crucial that you use a URL for your ad campaigns that align with your ad messaging and CTA. If you're running search ads, the user won't be very interested if they see a long URL that doesn't seem relevant. Make sure that your URL structure aligns with the objective the user has.

Optimize Your Landing Page For Conversions 

Your ad may be the ultimate tool for attracting a lot of clicks and driving traffic to your landing page. However, none of this will matter if your landing page isn't properly optimized for conversions.

Make sure the page you send traffic to is relevant to your ad, and that it includes all of the details and information a user will be looking for. Make sure your CTA is clear, and that you don't require too much information from the user in any forms on the page.

This will most likely be your tour booking page. By using the right travel booking software , you’ll be able to create a more optimized booking page for a better user experience.

Make Your Ads Visually Appealing 

Your ads should stand out and be visually appealing. If you're running social media ads, your goal is to stop people from scrolling and grabbing their attention.

This means you should try to include strong visual elements, and refrain from making your ads too text-heavy. Try to clearly communicate the value of your ad in a line or two.

If you run video ads, keep the videos short and try to grab attention from the first second.

If you're running text-based search ads, be very careful about creating your headline. This needs to be simple, but impactful.

Test Your Ads 

A recommended strategy for running travel business marketing ads is to test, update, and optimize your ads.

By running A/B tests on your ads, you’ll be able to implement the most effective ads that offer the best conversion rates and ROI. The more you test and optimize, the better your ad performance will be.

Conclusion 

With the right travel business marketing ads, you’ll be able to attract a lot more customers and generate more sales. Once you establish what ads make the most sense for your marketing goals and target audience, it is a highly effective way to increase your tour bookings.

If you're looking for more travel industry tips and resources, then take a look at WeTravel Academy . We have created an extensive library of guides, courses, webinars, articles, and more, to help travel industry professionals grow their businesses.

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6 ideas for travel and tourism advertising campaigns (with examples)

Want to create eye-catching travel ads like Expedia, Southwest Airlines, and KAYAK?

As travel starts to pick up again, it’s time to get serious about your advertising. Tour operators can hugely benefit from paid ads — but with so many forms of advertising available across different platforms, you may be wondering where to start.

In this post, we’re sharing actionable strategies to build better ad campaigns that appeal to your target audience, plus top-level examples from the brands who do it best.

Top factors to consider for travel advertising campaigns

Want to see more positive results from ads? Keep these strategies in mind when crafting your future marketing campaigns .

1. Define your target customer

Do you know who your customers are? Before you begin crafting an ad campaign, you need to know more about your guests.

Building a buyer persona is a strategic way for tour businesses to get to know their customers. A buyer persona is a visual representation of your ideal customer: Dig into their demographics, study their behaviors on your website, and send surveys to your email list to find out more.

The takeaway? You’ll find a much higher ROI with ad campaigns that specifically appeal to your target audience.

2. Understand the travel customer journey

It’s difficult to sell a tour to someone who hasn’t decided on a destination yet. Ideally, you want to show your ads to people when they’re most likely to book.

Understanding the travel customer journey can help you pinpoint when that is. Google defines the travel search process in four stages:

• Dreaming: Guests are looking for destination inspiration.
• Planning: Guests are researching potential travel dates, hotels, and activities.
• Booking: Guests are booking flights, hotels, etc.
• Experiencing: Guests have arrived and are searching for activities and attractions to experience.

Tour operators are likely to see more conversions in the “booking” and “experiencing” stages. For example, if you’re investing in Google Ads, it’s better to target narrow search terms like “best hiking tours in Colorado,” which is what someone in the booking or experiencing stage would search for.

People in the dreaming stage, on the other hand, would likely be searching overly broad terms like “best summer destinations.”

3. Choose the right platform

There are several different platforms to launch your advertising campaigns, and choosing the right one matters. Where is your audience most likely to see your ad? Where are they already hanging out?

Here are five popular travel advertising outlets:

• Google Ads: Show up at the top of Google search results for relevant keywords.
• Social media ads: Target specific demographics on Facebook and Instagram.
• Yelp ads: Appear to people searching for similar experiences on Yelp.
• Tripadvisor ads: Target people planning a trip to your destination.
• Email marketing: Offer discounts to your email list, one of the more cost-effective ways to advertise.

4. Pay attention to seasonality

Timing is one of the most important factors in travel advertising. Keep seasonality in mind when crafting your campaigns, and remember to edit previously launched campaigns as needed.

A skiing ad won’t make sense at the beginning of summer, so make sure to pause seasonally irrelevant campaigns.

5. Stay true to your brand

Your ad campaigns should reflect your brand identity. People who click on your advertisements are expecting to find the same tone of voice, visuals, and customer experience on your website.

6. Use geographic targeting 

Rather than making your ad visible everywhere on the planet, you can target specific locations your guests are likely to be in. For example, you can target other tourism websites in your state to lure in tourists who are already visiting.

By narrowing down your ad’s geographic reach, you can maximize your budget and focus on the areas that’ll bring you the most return.

7. Promote your sales and special offers

What better way to entice someone to click on your ad than to present them with an unbeatable offer? Advertisements are an effective way to promote your sales, especially seasonal offers. You can send out an ad offering a great discount during the low season to help replenish your bookings, for example.

Pro Tip: One of the simplest ways to do this is by creating coupon codes. Here is how easy it is to create a new coupon code in Xola.

8. Leverage user-generated content 

Sometimes you can generate an ad campaign with user-generated content alone. It’s another cost-effective way to bring more eyes to your tour company.

You can start by encouraging guests to use your brand’s hashtags, share their photos with their own followers, or even submit photos on your website. Apps, like Fotaflo , which integrates natively with Xola, make the process of curating UGC photos and videos easier. Tour operators can also offer incentives for anyone who posts on social media about your tours, such as hosting a giveaway for everyone who uses a hashtag related to your brand.

Tour operator Intrepid Travel asks guests to share their experiences on Instagram with the hashtag #BeIntrepid , for example, which has garnered over 50,000 posts.

Guests typically love seeing their content reposted on other accounts. Still, make sure to always credit the original owner. To avoid serious copyright issues, many brands ask followers to agree to a disclaimer about how and where the images will be used before re-posting them.

Reviews can also be considered user-generated content — but tour operators need to be very careful when it comes to encouraging guests to leave positive reviews. Tripadvisor prohibits brands from offering incentives in exchange for testimonials “because they can hinder the validity and accuracy of reviews.”

9. Use images and videos

Images and videos are the most powerful form of advertising in the travel industry. High-quality images of your destination and scenes from your tours can entice hundreds of clicks. An expertly crafted video can drive even more engagement.

Instagram and Facebook are great places to start experimenting with image and video ads; see a couple of great examples below.

6 examples of great travel advertising examples 

Ready to see these strategies in action? Here are six travel brands that have nailed their travel marketing — including examples of general ad campaigns, paid search ads, and social media ads.

Expedia’s campaign: “It matters who you travel with.” 

This Expedia campaign wants travelers to feel confident booking with the platform in a post-pandemic travel world. The tagline “It matters who you travel with” frames the company as a trusted travel partner rather than just a booking platform.

The company created a playful and very relatable video of a solo traveler who runs into several hiccups on her trip. That is until actress Rashida Jones steps in, embodying Expedia, and makes the trip more memorable.

The company chose a video to expertly convey its marketing message to travelers: Expedia promises a seamless trip and memorable experiences you can’t find on your own.

Southwest’s Transfarency campaign

Southwest Air Lines’ new campaign targets the controversial topic of ticket prices. The company has always billed itself as a transparent brand that cares about employees and customers alike. The new campaign called Trans fare ncy , a play on the words transparency and airfare, builds on that reputation.

The campaign promises customers no unexpected bag fees, change fees, or hidden fees. It’s a great advertisement because it fits perfectly within Southwest’s brand identity, and the airline delivers on the promise.

TourRadar’s travel and destination Facebook ads

Vienna-based TourRadar launched a Facebook campaign to increase bookings from people who had visited its website. The company used visually stunning travel ads to promote relevant tours to people who had browsed the same tours online.

The company also promoted relevant destination offers and tours to people who hadn’t visited their website yet but had shown interest in the destination. The campaign focused on the company’s core markets, including the U.S., the U.K., Australia, and New Zealand.

It was a success: TourRadar doubled its conversion rate over a year.

KAYAK’s video ads on Instagram

KAYAK ran video ads on Instagram to bring more people to its website, including one that shows how simple it is to filter flights by airline, price, number of stops, and destination.  

The company played around with ad placement in both Stories and the News Feed, and each ad had a “book now” or “learn more” call-to-action button that linked back to the KAYAK website.

The ads were shown to a lookalike audience based on the travel search engine’s existing audience, which increased the likelihood of clicks. As a result, KAYAK saw a 5x increase in incremental sales conversions.

Airbnb Experiences search ad

Airbnb is targeting people who search for outdoor activities in Colorado to promote its local-led tours. In this example specifically, Airbnb’s paid search ad for a hiking tour shows up under the search for “best hiking in Colorado.”

The title “Hiking in the Rockies – Year Round” quickly answers the questions of “where” and “when,” two details that directly impact the customer’s trip. The wording of the title narrows down the search for the searcher. The description focuses on Airbnb’s unique offerings — “hosted by expert locals,” “experiences vetted for quality,” and “small group sizes — further enticing readers to click.

It’s a great example of Airbnb using a feature other than its main accommodation services to bring people into its website.

Viator’s Brooklyn food tours search ad

Here’s another effective Google Ad example. Viator is promoting its food and wine tours in Brooklyn under the search term “Brooklyn food tours.” 

Unlike the other search ads that pop up, Viator specifically mentions the keywords that the customer will be skimming the page for and includes another enticing offer.

Viator includes “Book & Save Money” in its title, directly appealing to money-conscious travelers visiting a destination known for being very expensive. Therefore, this ad specifically speaks to budget or mid-range travelers who appreciate a good deal.

As you can tell from these examples, an effective ad campaign is crafted around your ideal audience. Top travel companies like Viator and Southwest use words, images, and videos to appeal to their target customers, and your campaigns should follow suit.

Now it’s time to implement these strategies into your own campaigns. Then sit back, relax, and watch those bookings soar.

Writer Carla Vianna

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Target and Engage Leisure and Business Travelers to Influence Booking Behavior

Travel advertising will be more impactful and drive greater results with media partners that deliver custom, creative, contextually relevant executions against the highest quality impressions..

Leaders from across the travel and tourism industry agree that travel is back! It’s been a difficult road to navigate but forecasts from the World Travel & Tourism Council (WTTC) indicate that by the end of 2023 the sector will reach $9.5 trillion , just five percent lower than pre-pandemic levels in 2019 when travel was at its peak. For travel marketers, the time is now to capture new travelers and remind existing customers to stay loyal to your brand. 

Checking the box on investing in media that provides efficient targeting is a basic component of any media plan. Effective travel marketers need to dig deeper to evaluate and prioritize media partners who can deliver higher quality impressions and custom campaign executions that drive impact in environments that are in close proximity to travel research & booking. 

Wheels Up for Leisure and Business Travel Industry Forecasts

The outlook is positive news for both leisure and business travel. Anthony Capuano, president and CEO of Marriott International, notes the “’phenomenon’ of consumer spend shifting from ‘hard goods’ to experience is expanding.” The travel itch has been building and consumers who have been on the sidelines are ready to explore again or increase the frequency of their vacation travel.

Many were concerned that business travel was irreparably damaged by the pandemic. Luckily that has proven to be untrue. Morgan Stanley reports that business travel expenditures are “ back to pre-pandemic levels and will continue to grow.” Interestingly, smaller companies are showing the largest demand, which may be good news for lower-cost airlines and midrange/budget hotels.    

This is an exciting time for travel marketers to take a hard look at their media allocation and ensure they’re not only targeting the highest value travelers but executing custom, creative and high-impact campaigns.

Effective Delivery of Travel Super Influencers

Captivate is a DOOH industry leader engaging frequent, high-value business and leisure travelers in brand-safe environments where they work and live. Known for our office media network in elevators and lobbies of Class A office towers in top markets, we recently expanded to reach professionals at home in 700+ luxury residential properties, plus an exciting new partnership on the horizon to extend our residential network reach by over 2 million households! 

Travel has always been a top partner category for Captivate due to our ability to target frequent travelers and reach them where and when business and leisure travel is researched and booked. It makes sense that business travel is booked during the workday but, there’s nothing like a stressful day at the office to motivate you to research your next vacation to unplug and recharge. 

Syndicated research confirms that Captivate viewers travel frequently and spend abundantly – they are 146% more likely to have taken 8+ round trips by plane in the past 12 months. Travel is their passion, and they have the means and desire to pay more to do it well and make the most of their experience. They are 60% more likely to book travel 1 week or less in advance making it critical to stay top-of-mind.   

They also hold tremendous influence over the travel plans of their friends and colleagues. Captivate viewers are Business Travel Super Influencers (408 Index) and Vacation Travel Super Influencers (225 Index) . The spending power they represent makes them a must-reach audience for travel brands looking to increase market share in the post-pandemic travel resurgence.    

+ 300% More Likely To Be Business Travel Super Influencers *Captivate Viewers; Source: MRI-Simmons Fall 2022 Doublebase

Proprietary Research Provides Valuable Travel Insights

Captivate | OFFICE PULSE research offers marketers timely analysis, category insights and campaign effectiveness measurement from our proprietary panel of over 6,000 professionals across North America who work and live in Captivate buildings. Our research is trusted by leading brands to measure campaign performance and data from our topical surveys has been widely published , solidifying Captivate | OFFICE PULSE as the leading authority on the pulse of modern professionals. 

An April 2023 travel survey provides valuable insight into travel intent, anticipated spend levels, when they plan to book and brand preference. According to the U.S. data, 88% of professionals in Captivate buildings plan to travel more or the same in the next year.  

When it comes to vacations, 4 in 5 are likely to take a vacation that includes at least 1 overnight stay. And it won’t end there; 68% of them plan to take 2-3 leisure trips in the next year with 1 in 5 anticipating 4+ trips on the horizon. Of professionals in Captivate buildings, there was a remarkable 46% increase in those who plan to spend $2K+ on their next vacation (vs. November 2022). 

How will they get to their destinations?

• 3 in 5 viewers will take a domestic trip by plane
• Half plan to travel by car
• 1 in 3 will take an international trip by plane

Travel and tourism marketers should note that 63% of professionals have not yet booked their next leisure trip . There are millions of eager, affluent travelers in-market looking for inspiration for their next trip.

63% of Captivate Viewers Have Not Yet Booked Their Next Vacation

Plans for business travel are equally as strong with 69% planning a trip in the next 6 months. Of those planning business travel:

• 72% will fly
• 51% will attend a conference

Now is the time to connect with these frequent fliers who have flight, hotel and rental car reservations in their sights.   

Captivate | OFFICE PULSE research provides insight into brand favorability that is good news for some but indicates there is room for brands to improve upon brand metrics with in-market travel intenders. 

8 in 10 Likely to Book a Hotel in Next 12 Months; Which Hotel Chain Do You Plan to Book Your Stay?

• 62% Marriott

81% Are Frequent Flyer Members:

• 52% Southwest
• 48% American Airlines
• 30% JetBlue

In Canada, the story is equally as strong with 7 in 10 professionals planning to take an international trip by plane this year and a 22% increase in professionals who plan to spend $2000+ on their next vacation (vs. Nov 2022).

For air travel, they plan to fly:

• 83% Air Canada / Air Canada Rouge
• 52% WestJet
• 17% Porter Airlines
• 13% American Airlines

Canadian travelers’ hotel plans include:

• 37% Marriott
• 28% Best Western

Proximity To Purchase Keeps Your Brand Top of Mind

Where and when travel decisions are made and influenced are critical elements for travel marketers to factor into their media planning process. Travel advertising on Captivate reaches decision makers during the workday at the office where they research and book trips. Insight from Captivate | OFFICE PULSE confirms that 6 in 10 research & book business trips during the workday . Our recent partnership with WeWork further extends Captivate’s ability to reach influential travel decision makers. A large portion of WeWork members use co-working space as a homebase while also traveling for business. And as previously mentioned, small businesses are leading the business travel resurgence. Advertising at WeWork is a highly targeted strategy to engage and influence viewers booking behavior. 

The workday is also an important time to drive consideration among leisure travelers, 82% of whom book trips after work in the evenings or weekends.  Ensure your brand is part of the conversation with their spouse or friends as they finalize their plans and book. There are few media partners that can efficiently deliver targeted travel advertising reaching frequent travelers and travel super influencers in close proximity to purchase like Captivate can.

6 in 10 Business Travelers Research & Book Travel During The Workday

Captivate | OFFICE PULSE can deliver high level analysis or narrowly focus on questions specific to your business. For example, international airlines eager to drive bookings can tap into research to understand international travel intent (34%) and top destinations – Caribbean (45%), Europe (45%) & Asia/Pacific (28%).   

Top Brands Trust Captivate To Deliver Small Business

Meaningful, Contextually Relevant Environments Drive Engagement

Consumers are bombarded by advertisements all day every day, simply targeting them isn’t enough in today’s world. Planners need to look deeper to invest in media partners that drive engagement and deliver contextual relevance to increase visibility and impact of campaigns. 

Understanding that travel is a passion for our viewers, it has long been a staple of our content mix. So much so that our editors begin each week with the “Monday Morning Ahh,” featuring a beautiful destination spotlight to ease into the work week and alleviate the Monday morning blues. Later in the week, we follow up with our “Wednesday Travel Gems” spotlight on a unique destination including interesting facts. These are all in addition to our tried-and-true Travel Tips and Travel News. Plus a mix of high-utility content like Travel Weather and Flight Status combined with the ever popular user-generated “View From Your Vacation” photo feature showcasing photos of the stunning adventures of our loyal viewers.

Captivate editors don’t stop there: when summer heats up, so does the focus on travel! Striking the same balance between high-utility content (Summer Weather Dashboards), informational content & aspirational adventures. A few of our favorites include Eco Excursions featuring tips on how to be an eco-friendly tourist and Road Trip Tracks sharing songs best suited to viewers’ weekend journeys. 

All travel content – and more – is sponsorable and available for brands to align their campaign to enhance contextual relevance and overall impact.  

Successful Travel Advertising Strategies Are Targeted and Relevant

The most successful campaigns blend the efficiency of sophisticated targeting capabilities with the creativity that ensures the ad is noticed, relevant and meaningful to your intended audience. An experienced, trusted partner that can collaborate with you to ensure your campaign delivers on both fronts is the key to success.

Below are a few unique examples that demonstrate the value collaborative partnership can deliver to targeting solutions and campaign creativity to move the needle and drive bookings. 

MARRIOTT executed a high-impact campaign featuring a mix of full screen ads & contextually relevant brand integrations which were synced with native content . The Captivate editorial team partnered with Marriott to source relevant, useful and meaningful content from the Marriott Bonvoy Traveler ™ website that resonated well with their target audience & drove increases in key metrics.

PRINCE EDWARD ISLAND (PEI) TOURISM is a repeat client who saw great success from their custom content series on Captivate. PEI partnered with Captivate editors to develop a brand integration featuring custom content highlighting PEI facts, destination attractions and more.

ARIZONA TOURISM partnered with Captivate to identify and align with a custom blend of content categories that speak to their target audiences of “Foodies,” “Self Care Seekers” and “Luxury Travelers.” Their eye-catching brand integration creative aired alongside food, lifestyle, health/wellness and travel content in key cities. 

AMTRAK took a fun and creative approach, hitting a home run in ensuring their campaign perfectly aligned with contextually relevant content. A brainstorm with the Captivate team sparked the idea to have Amtrak sponsor “Flight Delay” content in key markets up and down the East Coast.  The strategy perfectly reinforced Amtrak’s brand goal to drive consideration of rail travel by aligning with pain points for air travelers; flight delays!

NORWEGIAN CRUISE LINES used a turnkey but effective strategy, aligning their creative with Travel Tips and Travel Destination. 

There are many more examples of alignments that enhanced the impact of the travel brand’s campaigns. One interesting strategy featured a data integration that showcased hot Florida temperatures in cold northern markets to entice winter-weary professionals to book a flight south. Weather triggers are a great strategy to promote relevant destinations; Snowing in New England? Let’s trigger creative targeting skiers to book a trip and hit the slopes. 

Campaign Measurement Confirms Strategies are Effective

A recent Cathay Pacific campaign aimed to increase brand consideration among International Travelers. Captivate was a perfect partner due to our ability to effectively reach their audience and provide campaign effectiveness research to validate success.

• 69% Ad Recall Among Asian Travelers
• +17% Lift in Consideration
• +14% Lift in Brand Awareness

Calls To Action Results

• 93% of Those Who Recalled Took Action
• 53% Went Online To Learn More
• 43% Discussed With Friends, Family, Coworkers
• 56% Would Consider Purchasing Future Flight on Cathay Pacific

Advanced targeting capabilities enable brands to target specific buildings in the Captivate footprint that effectively reach their target audience and ensure your plan is efficient.  When it comes to Travel, Captivate’s network reach includes nearly 12,000 displays in 1,950 buildings across North America delivering over 109.5 million monthly impressions.

Out-of-home advertising across multiple channels remains necessary, and adding partners that effectively target your audience is critical to achieve an efficient plan that yields results. With Captivate, targeted ads are paired with contextually relevant content delivered at a time and in a place where travel is booked and trips are researched. With 63% of professionals yet to book their next vacation, now is the time to partner with Captivate.  Let’s discuss your brand goals and solutions to elevate your campaign performance. Captivate is here to help .  

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Travel Marketing 101: Everything You Need to Know

People are ready to travel. Where, when, and how varies as much as the individual. Passion, timing, and budgets lead the way. A smart media strategy, combined with evocative storytelling, will transport consumers to your destination.

• What is Travel Marketing?
• Top Travel Industry Trends

Essential Travel and Tourism Marketing Strategies

• — Video Marketing
• — Virtual Reality Experiences
• — Augmented Reality
• — Increase Search Visibility
• — Content Marketing & Native Ads
• — Digital Audio
• — Personalized Messaging
• Big Data in the Travel Industry

Get Started with Travel Marketing Today

What is travel marketing and why is it i mportant.

• The Travel & Tourism market is projected to reach $54 billion in 2023.
• Revenue is expected to show an annual growth rate from 2027 of 4.41%, resulting in a projected market value of over one billion by 2027. 74% of this will be generated by online sales. 

It's clear why travel marketing is important. Having a data-driven travel marketing strategy makes all the difference in overall business performance. It promotes travel services to new markets, strengthens awareness of one's brand, and increases the rates of both conversions and sales.

Just as travelers— for business or pleasure—have priorities and purpose in mind, so too should travel and tourism brands. What distinguishes your hotel from the others? What’s unique about your location? Who are your primary targets and how are you going to make their experience exemplary to earn their affinity? It all starts with defining your audience personas, crafting your brand, and knowing your KPIs.

Top Travel Industry Trends (2022–2025)

Again, how and where we travel varies, just as much as the destinations themselves. Below are just a few ways people are traveling. Understanding who is traveling where—and why—will inform strategies and personalization.

• Travelers Go it Alone : 25% of all American millennials plan to travel by themselves each year.
• Travelers Crave Local Experiences : The “experience economy” is huge in the travel industry. Consumers crave authentic experiences that distance them from mainstream tourism.
• Going Virtual : For consumers who want to sample and learn about different places without leaving their homes, there’s the alternative of booking a private tour and activity with locals around the world virtually, and viewing in the metaverse.
• Bucket List Travel: Always wanted to see an Emperor Penguin? There’s a cruise for that. Interested in seeing the beaches of Normandy? There’s a personal tour guide for that. Chances are the journey for these experiences starts with a recommendation from a friend and a good old-fashioned Google search to get the lay of the land.
• Business and Leisure Travel : Working remotely can mean Italy as much as Hoboken. The concept of being location-independent— traveling and working remotely— has become a new mainstay post-pandemic. In turn, digital nomads are searching for locations and deals on where to work and play.
• Sustainable Travel : Most U.S. travelers believe there aren’t enough options when it comes to sustainable travel. Nearly 70% of travelers say they are more likely to book accommodations if they know the property is planet-friendly .

Travel Industry Trends Resources: Generational Marketing 2023 Marketing Trends and Predictions

One of the best travel marketing tips to keep in mind is that most customers are not really paying for products or services in their minds. They are paying for experiences . As with nearly all businesses, technology presents the travel industry with seemingly endless opportunities to connect with customers. Below are just a few way brands are getting noticed:

Video Marketing

In the travel industry, videos have long been an indispensable marketing tool. They show off destinations and hospitality businesses in their full glory. Travel marketers that lean into video creation—and that doesn’t have to equal big budget productions—will forge connections with target audiences. Digital video is an amazing way for brands to educate, elicit emotion, and tell compelling stories.

Virtual Reality Experiences—The Metaverse and You:

It’s the ultimate test vacation. The metaverse can transport you just about anywhere and no passport is required. Like what you see? Post an offer and start planning. While still in the early stages, the tourism industry is already making the jump in the virtual reality (VR) world . Over the past few years, museums have introduced more creative ways to interact with exhibits and some have even taken consumers on pub crawls. Thomas Cook , a pioneer in the travel and tourism industry for more than 170 years, is using 360 VR films so travelers can test the waters of Sharm-el-Sheikh in Egypt and more. And if you’re trying to reach Gen Z, they’re here and they’re ready to go places.

Augmented Reality Enhances Real-World Settings

AR, or augmented reality, differs slightly from virtual reality. AR uses apps and overlays to create an experience and show additions to a particular setting. Travel companies can use this to advantage by using AR to transport and showcase their offerings.

Increase Search Visibility and See Bookings Soar

It’s easy to take the importance of a focused SEO strategy for granted with so many other options vying for your attention, but that would be a mistake­. Not having a mindful search strategy as a key tenet in your media strategy would be like not seeing the Eiffel Tower when in Paris. A well-rounded SEO strategy facilitates direct bookings, drives site engagement, and increases overall cost-effectiveness.

Do it right, and you’ll see your Google rankings increase. Getting your brand name on the first page of results is the holy grail to success when 94% of search starts with a search engine and more than 25% click the first result that comes up.

While you may already spend on SEO, it's a good idea to have an SEO check-in from time to time to make sure you’re targeting the right folks and doing so the way they want you to.

Content Marketing and Native Advertising

Few things combine time and place to greater effect than native advertising. It’s the ultimate storytelling device, empowering marketers to say exactly what they want to say and where. A good magazine ad or digital native advertising piece will take the shape of an article—for example, by showcasing a vineyard in Napa on the cover of Travel + Leisure or a video highlighting the beaches of Mexico within a surfing site. The creative will transport viewers, and hopefully a nicely placed call-to-action leads to a website that will give audiences more of the information they seek.

A few native advertising tips:

• Create content that encourages the reader to act
• Know how you’re going to measure results: what is it that you want user to do after they read your article or play your video?
• Try to be original. If you are one of several players trying to host destination weddings, why should they pick you? Are you offering a special incentive code?
• Be authentic. Be real. Native content is storytelling, not overt advertising. It isn't directly selling, per se, but rather sparking ideas.
• Find a fit: Be mindful of where you’re running your creative and complement the space. It’s a curated audience you’re being seen in, so make the most of it.

For many, the first step to a journey is “hey Siri,” "ok Google," or “Alexa,” so it’s little surprise that increasingly travelers (and potential travelers) are turning to devices to book hotels or flights, and learn more about excursions and dining experiences. Markers can optimize content to capitalize on voice searches.

Personalized Messaging Enhances Customer Experience

The goal of effective advertising is to personalize messaging so it's as relevant and beneficial to the recipient as possible. If a travel brand is targeting a young family, it makes sense to highlight the activities for minors. If trying to become a bachelor or bachelorette destination, it may make sense to include in your ad the customized experiences available to enhance their stay (and perhaps a discount code). Leading with a customer-centric perspective distinguishes brands, creates affinity, and earns loyalty.

Data Draws the Big Picture: Big Data in the Travel Industry

The importance of data analytics to drive performance and ROI cannot be overstated and data visualization platforms play an important role in this. They—quite literally—provide a big picture of how all elements in any particular ad campaign are performing. Operators, in turn, can use this information to see what creative is performing strongest, and which platforms are driving the most visit to optimize performance.

Gathering the data enables travel and tourism entities to discern data sets and maximize budgets. Data visualization platforms, such as MNI’s industry-praised Optics , gives advertisers the ability to evaluate key metrics and optimize ROI.

• Engagement rate: How are people engaging with your content? Are they commenting, saving, and sharing, or merely scrolling past? If you have a million followers but only 1,000 interact with your marketing, that is not a great return on your effort.
• Targeting/Retargeting: Are your ads reaching new audiences and are you using data to re-engage potential leads or customers who leave your website without converting? Retargeting ads are designed to help advertisers reach visitors who do not convert right away. These campaigns are effective because they allow advertisers to target engaged customers with a highly relevant ad. Retargeting delivers strong results for increased awareness, website traffic, and conversion rate.
• Putting it all together: Let the picture of what you see tell you where you want to go, where you should be spending more, what ads you should optimize. For the effort that your business is putting into collecting and maintaining a database, you should be able to obtain an equal or greater amount of value from the insights it gathers. 

Attitudes to travel are a moving target. Whether traveling for business or leisure, going by air or train or car, the desire to travel is real. Telling your target audience how you will be providing value and keeping them safe is essential. Step #1, know your audience. Step #2, connect with them. Step #3, embrace a multi-channel strategy. To do this, it’s incumbent to keep up to date with the very latest travel marketing strategies and to partner with those that do it best.

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Revolutionize Your Travel Business with Effective Marketing Strategies

Embarking on the journey of marketing a travel business can feel as thrilling as discovering an uncharted territory, filled with boundless opportunities to captivate and engage an audience of eager travelers. The essence of successfully promoting your travel services lies in evoking the wanderlust within your potential customers, painting vivid pictures of exotic destinations, serene landscapes, and exhilarating adventures. It's about weaving compelling narratives that connect on a personal level, making your audience imagine themselves in the heart of these experiences. To achieve this, you must leverage a blend of creativity, storytelling, and strategic placements that highlight the unique value propositions of your travel offerings. Crafting an immersive online presence becomes crucial, utilizing visually appealing content and interactive elements that bring your destinations to life. Remember, in today's digital age, your website and social platforms are the windows through which prospective travelers glimpse the adventures that await them.

Did you know that the travel industry is one of the most vibrant sectors, full of opportunities for growth and connection? Every corner of the world has unique stories and experiences waiting to be discovered. As a travel business, your goal is to bridge these stories with travelers, creating unforgettable memories. However, standing out in this crowded space requires more than just offering great deals and destinations; it's about how to market those deals and create an irresistible allure around your brand. Let's dive into some effective strategies that can help elevate your marketing game.

The Power of Storytelling

Storytelling is not just about narrating tales; it's an incredibly powerful tool in marketing. It allows your audience to connect emotionally with your brand, making your offers much more appealing. Think about it: when you share compelling stories about destinations, you're not just selling a trip; you're selling an experience, a dream. This approach can significantly increase engagement on your social media platforms and website. Remember, in the travel business, emotions sell much better than facts.

Utilizing Social Media Platforms

Social media is where dreams are born for many travelers. Platforms like Instagram and Facebook are perfect for showcasing stunning visuals of destinations. By leveraging these platforms and using targeted hashtags, you can increase your visibility significantly. It's also crucial to engage with your audience here by answering questions and replying to comments. This interaction not only builds trust but also fosters a community around your brand.

SEO: Your Website's Best Friend

In the digital age, having a strong online presence is non-negotiable for travel businesses. Search Engine Optimization (SEO) ensures that when potential customers search for travel options, your website appears front and center. Including destination-specific keywords, writing informative blog posts, and ensuring your site is mobile-friendly are key strategies here. Remember, being easily discoverable can make all the difference in attracting new clients. SEO is essentially how to market yourself without directly advertising.

Email Marketing: Keeping the Connection Alive

Email marketing might seem old-school, but its effectiveness cannot be overstated. It's a direct line to your audience, allowing you to personalize offers based on their preferences and previous trips. Sending out newsletters with exciting deals and captivating destination highlights keeps your brand at the top of their mind. Plus, it's an excellent way to announce new services or tours directly. Consistency and personalization are key in keeping subscribers engaged and ready to book their next adventure.

Leveraging Influencer Partnerships

In today's digital landscape, influencers play a crucial role in shaping consumer preferences, especially in travel. Collaborating with influencers whose audiences align with your target demographic can provide a significant boost to your visibility. These partnerships allow you to tap into established communities of engaged followers who trust their recommendations. Ensure that any collaboration feels authentic to keep the trust of both your audience and the influencer's followers intact. It's a symbiotic relationship that can yield fantastic results if done right.

Boost campaigns with 250+ editable templates. Save, reuse, and wield design tools for business growth.

Creating Immersive Experiences Online

The digital experience you offer can be just as important as the real-life experiences you sell. Virtual tours, 360-degree videos of destinations, and interactive maps can significantly enhance your online presence. They offer a taste of what's awaiting travelers, encouraging them to take the leap from dreaming to booking. Moreover, these immersive experiences improve engagement metrics on your website which is beneficial for both SEO and conversion rates. It's about bringing destinations closer to home before the journey even begins.

Creative Visual Content

In travel marketing, visuals are everything. High-quality photos and videos that encapsulate the beauty and essence of a destination can evoke strong desires to explore those places first-hand. Investing in professional photography or using high-quality user-generated content can set your brand apart in a crowded marketplace. Remember, people want to see themselves in the story you're telling through visuals - make it easy for them by painting an irresistible picture of what awaits them.

Streamlining Design with Desygner

In crafting all this creative visual content, efficiency and consistency are key--and that's where Desygner comes into play. This platform simplifies the design process for non-designers while offering powerful customization options for branding materials across all channels--from social media posts to email newsletters--maintaining coherent visual storytelling throughout all customer touchpoints effortlessly supports brand recognition efforts without needing extensive design knowledge or resources.

Final Reflections on Elevating Your Travel Business

In the vibrant world of travel marketing, standing out amidst a sea of competitors demands creativity, agility, and a deep understanding of your audience. The journey to elevating your brand in the travel sector is both challenging and exhilarating. As we explore innovative strategies to capture the imagination and hearts of travelers, it's crucial to remember that the essence of travel marketing lies in storytelling. Crafting narratives that resonate with people's desires for adventure, relaxation, or discovery can transform prospects into loyal customers.

Digital trends evolve rapidly, and keeping pace requires marketers to be perpetually curious and proactive. Leveraging social media platforms not only broadens your reach but also deepens connections with your audience. Interactive content, from virtual tours to Q&A sessions, engages potential travelers in ways that traditional advertising cannot match. Moreover, the significance of optimizing for mobile cannot be overstated, as a majority of travel-related searches and bookings are now made on smartphones.

However, every tool and tactic should be employed with precision and purpose. Understanding the unique selling points of your offerings and aligning them with market demands is foundational. Through meticulous research and feedback loops, refine your strategies to ensure they are as effective as possible. Here are eight key points to keep in mind when marketing your travel business:

• Create compelling content that tells a story
• Leverage social media platforms for wider reach
• Optimize your website and content for mobile users
• Engage with your audience through interactive content
• Utilize SEO strategies to improve online visibility
• Incorporate customer reviews and testimonials prominently
• Offer exclusive deals and packages to spark interest
• Design stunning visuals with tools like Desygner to captivate your audience

In conclusion, as you navigate the complexities of marketing in the travel industry, remember that innovation coupled with authenticity will set you apart. Delight in the process of discovering what resonates with your audience and be bold in experimenting with new ideas. For those seeking to enhance their visual marketing efforts further, exploring resources like Desygner can offer fresh perspectives and tools to elevate your brand's aesthetic appeal. As we wrap up this journey, consider embracing Desygner for crafting visuals that not only attract but also enchant your prospective travelers.

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Expedia Group Media Solutions

The world’s leading travel advertising platform

Our advertising solutions help you inspire, engage, and convert hundreds of millions of travelers — everywhere in the world.

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Unmatched global inventory that travelers access every day

We connect thousands of advertisers around the globe with the most highly valued travelers. Every day, travelers visit our websites to dream about, search for, and book their trips. The advertising solutions and targeting capabilities we offer help you engage with those travelers and deliver the results you want.

average daily visitors across our sites and apps*

trips booked through Expedia Group*

booking sites in more than 75 markets and 40 languages*

Look and book with our immersive travel tech

As travel evolves, so does our technology. That’s why we built the industry’s first streaming platform that delivers a wholly unique experience for travelers.

This innovative approach to travel advertising gives travelers a firsthand view of what it’s like to be a tourist at various destinations. The videos our Media Studio team creates brings these locations to life, from road trips through the California desert to kayaking the Potomac or sitting down with filmmaker Spike Lee to talk about Brooklyn, New York. This immersive experience lets travelers shop for and book travel as they’re watching the content, putting a whole new spin on tourism marketing as entertainment.

Explore unexpected places with the GoUSA TV series

Travel advertising that delivers results

We’ve got decades of experience helping advertisers bring travelers to their destination, book hotels and flights, and more. We get you to the right traveler at the right time and through the right channel. You need someone who understands the travel business better than anyone else, and that’s Expedia Group Media Solutions.

Flexible advertising solutions

Solutions that work for any business — and any budget.

Find your ideal traveler

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Why you should partner with Expedia Group

Our unique capabilities and custom digital media solutions meet your needs and bring your brand to travelers.

See all our solutions

TravelAds Sponsored Listings

In the competitive hotel market, it’s essential to stand out from the crowd. TravelAds is a simple, proven solution with a pay-per-click approach designed to increase your hotel’s visibility with travelers. Use TravelAds to:

• Boost room bookings.
• Drive incremental revenue and profitability.
• Reach the right travelers.
• Control your cost-per-click and daily spend.
• Create customized copy and images.

Accelerator

Like TravelAds, Accelerator, our cost-per-stay solution, is a budget-friendly and effective way to gain visibility with travelers. Use Accelerator to:

• Boost your visibility in search results.
• Scale up or down as needed with an easy-to-use platform in Partner Central.
• Cost-effective: You only pay when you receive a booking.

Co-op campaigns

Make an impact with a collective and cost-effective advertising solution that will extend and amplify your marketing spend. Co-op advertising allows you to:

• Connect with other destinations, hotels, airlines, and more to jointly engage with travelers and drive demand.
• Easy and simple: We secure similar strategic partners for you.
• Stretch your marketing budget.

Media Studio

Get access to our award-winning in-house creative agency to create immersive and compelling interactive experiences that engage travelers. With Media Studio you can:

• Create videos that tell your brand’s story in a unique and unforgettable way.
• Use emerging technology to stand out.
• Build engaging social media campaigns and work with influencers.

Display advertising

Build a full-funnel experience that inspires, influences, and converts travelers. With display advertising you can:

• Reach the millions of travelers who visit our 200+ websites every day as they dream, plan, and book travel.
• Design ads that seamlessly integrate across all our sites.
• Choose from a range of media options that work for advertisers of any size, budget, and business goal.
• Create branded ads for mobile or email.
• Become a sponsor — use homepage takeovers or promotional sponsorships to capture travelers’ imaginations.

Work with the biggest brands in the business

Advertise with Expedia Group, where you’ll get the strength, experience, and reach of globally recognized travel brands to help you succeed. Our brands offer the largest expanse of travel channels for you to connect with travelers across the globe.

Exclusive and actionable traveler insights

We have billions of data points from travelers using our 200+ travel websites. The benefit of this exclusive first-party data is unrivaled traveler insights, and, in a cookieless world, you’ll always be able to reach your target audiences with specific ads that align with their interests.

Explore our customer stories

Find out how we help advertisers meet their needs, from airlines and hotels to destinations.

The largest airline in Canada, has been a long-time partner with Expedia Group Media Solutions. With Black Friday and Cyber Monday approaching, Air Canada wanted to stay top of mind with travelers looking for deals during some of the most important sales events of the year.

During the early days of the COVID-19, the Hyatt Regency Chicago realized that there was going to be limited customer demand. They decided to use TravelAds to differentiate themselves from other hotels in Chicago to drive bookings.

Looking to rebuild and renew, VisitScotland embarked on a tourism marketing campaign to highlight the unique experiences it offers travelers.

In a competitive market, visibility is key to filling room nights and Blinkup wanted to help Place of Charme connect with more travelers. To reach travelers worldwide, the marketing consultancy partnered with Media Solutions to showcase Place of Charme’s six properties on Expedia Group sites.

Recommended for you

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New research to help you understand how travelers search, plan, and book travel.

Travel Insights report

Our exclusive first-party data and research provides you with actionable insights.

TravelAds guide

Find out how to reach the right travelers and maximize results with TravelAds targeting and bidding tools.

Are you ready to advertise?

Get in touch with one of our digital advertising experts today to find out how our first-party data insights and full-funnel suite of solutions can work for you.

*Expedia Group internal data

Reinventing Travel Marketing

By: ben collier | march 27, 2024.

In the midst of a challenging economic climate, characterised by a growing cost of living crisis, individuals and households are tightening their belts, seeking ways to cut back on expenses wherever possible. From reducing household bills to limiting discretionary spending, many are reassessing their financial priorities. However, one aspect of life that remains non-negotiable for many UK households is the annual holiday—a cherished respite from the demands of everyday life.

Yet, the evolving financial landscape has prompted a shift in consumer behaviour, particularly when it comes to travel choices. As individuals strive to make prudent financial decisions, travel marketers face the daunting task of adapting to these changing preferences. With fewer customers able to afford traditional holiday options, there is a heightened emphasis on acquiring new clientele—a challenge that necessitates innovative approaches to marketing and customer outreach.

Traditionally, travel marketers have relied on broad-reaching advertising channels, such as press advertising, to target a wide demographic audience. However, the evolving economic landscape underscores the need for more targeted and measurable acquisition strategies. As consumer spending tightens, the importance of reaching specific prospective customer segments at an individual level becomes increasingly apparent.

Paid digital media has long been a staple in travel marketing, offering an accessible avenue for acquiring new customers. However, the impending disappearance of third-party cookies from major platforms like Google presents a significant obstacle for marketers reliant on digital channels. In light of these challenges, travel marketers must explore alternative channels to diversify their acquisition efforts and future-proof their businesses.

One such channel that holds promise is direct mail—a tried and tested method that has seen resurgence in recent years. While traditionally associated with large, costly mailings to existing customers, direct mail presents an untapped opportunity for acquiring new clientele when approached innovatively.

Direct mail boasts unparalleled cut-through, with research indicating that 95% of addressed mail is opened, read, filed, or set aside for later—a remarkable feat in an era dominated by digital advertising. Moreover, the tactile nature of direct mail provides a physical experience of the brand, fostering trust and engagement among recipients.

Contrary to popular belief, direct mail need not be extravagant or prohibitively expensive. Travel marketers are increasingly leveraging cost-effective formats, such as A5 mini-brochures, to showcase their offerings and convey brand values. These campaigns drive recipients to the brand's website, resulting in increased web traffic, inquiries, and repeat bookings.

By activating first-party data, travel marketers can identify prospective customer segments based on actual discretionary spending, allowing for targeted and effective outreach to individuals most likely to afford their offerings. Brands leveraging direct mail report impressive returns on investment, with some achieving ROAS ratios exceeding 20:1 during peak seasons.

Epsilon Abacus, a leader in direct mail audiences for B2C marketers in retail and travel, empowers brands to reach scalable, measurable, and guaranteed new-to-brand prospect audiences. By investing in the direct mail channel, travel brands can effectively navigate the challenges of customer acquisition and drive long-term growth and success.

In conclusion, as travel brands confront the uncertainties of the current economic landscape, direct mail emerges as a powerful tool for acquiring new customers and driving business growth. By reimagining traditional marketing channels and embracing innovative strategies, travel marketers can position themselves for success in an ever-changing marketplace.

To take advantage of our expertise in direct mail marketing and celebrate 25 years of success, reach out to us for a call back! Simply email us at [email protected] .

How Expedia, Carnival and others are stepping up marketing to travelers at a time of economic uncertainty

• Economic uncertainty has caused marketers to slash their advertising budgets.
• But consumers are traveling and companies like Booking Holdings and Carnival are boosting ad spend.
• The travel industry increased TV ad spend by 151% in the first half of this year, per iSpot.

Rising inflation has caused marketing spend cuts across areas like crypto, finance, and auto, but the travel industry has massively ramped up TV advertising as consumers shut in by the pandemic plan their great escapes.

The travel industry — including airlines, cruise lines, and travel websites — dished out $559 million on TV ads from Jan. 1 through June 30, a 151% increase from the $223 million those companies spent on TV ads during the same time period in 2021, according to estimates from TV measurement company iSpot.

After halting ad spend in 2020, these companies are nearly back to pre-pandemic spend levels. Travel companies spent $585 million on TV ads during the first half of 2019, per iSpot.

Travel has been a bright spot for ad agencies amid declining spend in areas like auto and finance.

WPP CEO Mark Read said on its Q2 2022 earnings call that its business from travel clients grew 23% in the first half of the year, although that was still about 10% below 2019 levels.

Here's what travel companies including Airbnb and Booking Holdings, the parent of online booking companies like Priceline.com and Kayak, said they were able to achieve by boosting their advertising spend during the first half of the year.

Cruise lines are focused on attracting new customers

Carnival CEO Arnold Donald said on the company's recent earnings call that Q2 was the first time since the pandemic that the company spent more on advertising than it did in 2019. He said Carnival's marketing efforts have targeted people who have never taken a cruise before, but are now showing interest.

"We have begun to ramp up our advertising efforts selectively to help support attracting first-time cruisers," Donald said.

Royal Caribbean Cruises President and CEO Jason Liberty said the company will increase marketing spend in Q4. As more people shop online, Royal Caribbean has been successful getting people to book additional shows and activities before they board.

"I believe that everything that we've done with our pre-cruise marketing is really proving to be very effective," Liberty said. 

Related stories

The company's YouTube blog, for instance, shows customers what they can book before their cruise.

Online booking companies return to pre-pandemic ad spend levels

Marketing expenses for Booking Holdings increased 27% in Q2 2022 compared to Q2 2019. The return on investment exceeded the company's expectations, said David Goulden, Booking Holdings EVP and chief financial officer, during the company's recent earnings call.

TripAdvisor bolstered its advertising in Q2, and saw more repeat customers and higher conversions than 2018-2019, said TripAdvisor SVP and CFO Ernst Teunissen on the company's earnings call.

Expedia Group is also focusing on loyalty. CEO Peter Kern said the company was investing in its loyalty programs, and that members drove twice the amount of repeat business compared to nonmembers. Expedia also boosted its investments in direct sales and marketing to $1.5 billion in Q2 2022, a 12% increase from Q2 2019.

Airbnb, during its earnings call, took a more cautious approach to marketing. Company cofounder and CEO Brian Chesky said Airbnb would modestly increase its marketing expenditures throughout the year compared to 2021, to capitalize on pent-up consumer demand to travel. 

"The next thing is just making sure that once people are ready to travel, our product is continuing to be updated, and we have the marketing campaign ready to go," Chesky said.

Domestic airlines are spending big in marketing, but international airlines aren't

Domestic airlines increased ad spend to $63 million in Q1 2022 from $23.6 million in Q1 2019, according to Kantar estimates.

Southwest Airlines said during earnings that it attracted customers by marketing the fact that it wouldn't charge fees to change flights or check bags. "That can lower the hurdle for people to buy," said Chief Commercial Officer Andrew Watterson.

While United Airlines lost money when it decided to permanently get rid of change fees, it offset those losses by selling services like seat upgrades, said Chief Commercial Officer Andrew Nocella during the company's earnings call. Marketing was key in making those sales.

"I give all the credit to our digital team and our app and how our marketing on those things, and we're accelerating on that front," Nocella said.

But international airline ad spend is far from getting back to prepandemic levels. Foreign airline ad spend was $16 million in Q1 2022, compared to $41 million in Q1 2019.

Despite the summer travel rebound, many international airlines have not invested heavily in marketing as they struggle with staff shortages that are forcing them to cancel flights.

Some airlines don't need to market to drive demand. Low-cost Swiss airline EasyJet, for instance, said on its Q1 earnings call that it had pulled back on marketing spend as capacity reached 2019 levels without it.

Axel Springer, Insider Inc.'s parent company, is an investor in Airbnb.

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MarketInk: Shipyard Agency’s San Diego Office Launches $32 Million ‘Visit California’ Campaign

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The Shipyard ’s San Diego office has launched its latest, multi-million-dollar advertising campaign for Visit California , a nonprofit that promotes the Golden State as a travel destination.

The “Let’s Play” campaign, with a $32.8 million budget for two months of global advertising expenditures, will include placements on network TV, streaming platforms, digital media, podcasts, social media and out-of-home in the U.S., Canada, Mexico, United Kingdom, Australia and China, The Shipyard said.

The campaign, debuted in early March, will run through May 5, a Shipyard spokesperson told Times of San Diego.

It’s Visit California’s first brand-positioning change in more than a decade, a statement said. The nonprofit said global research validated the positioning theme that California inspires people to play, making it the ultimate playground.

“California’s DNA as a famously playful place is globally recognized,” said Caroline Beteta, Visit California president and CEO. “With sunny weather year-round and endless options for entertainment, California is the ultimate playground for visitors from across the globe. This new campaign beautifully captures this distinction and invites the world to come express their individual form of play in California.”

The campaign’s TV spots include a 60-second and 30-second with an announcer’s closing tagline of “Find your ultimate playground at visit-california.dot.com.”

The TV spots feature Californians in different locales, all contributing to keep a beach ball up in the air. The locations include a San Francisco cable car, towering sequoias in Northern California, sunny beaches, an outdoor wedding in Temecula and a Palm Springs swimming pool. The background music is “Mr. Blue Sky” by Electric Light Orchestra.

“Play is a critical part of human existence and can be transformational, especially when combined with travel,” said Kerry Krasts, executive creative director, The Shipyard. “California is blessed with the biggest and best playground anyone could ask for and the beach ball represents California’s playful spirit and the contagious nature of fun and joy that you feel when you are here. Using a beach ball to journey across the state was a fun, visual metaphor for the spontaneous adventures waiting around every corner.”

In December 2020, The Shipyard inherited the Visit California account when it acquired advertising agency Mering from Dave Mering, who founded his agency in 1985.

The Shipyard is believed to be one of the nation’s fastest-growing independent advertising agencies with a reported 150% growth in the past four years. During the past year, it has been named the agency-of-record for several new clients, including Consumer Healthcare with 22 consumer brands, San Diego Zoo, American Freight, San Francisco Ballet and Snowbird, a Utah ski resort. The Shipyard operates California offices in San Diego, Newport Beach and Sacramento, as well as the Columbus, Ohio headquarters.

KCD Public Relations Celebrates 15-Year Anniversary

KCD PR , a San Diego-based, boutique public relations agency specializing in financial services, fintech and technology industries, recently celebrated its 15-year anniversary in business.

The firm, founded in 2009 by Kevin Dinino, has a mission to provide clients with customized, modern communications campaigns that embrace evolving tools and technology through all market cycles, a statement said.

“It’s been a pleasure to hit our 16th year in business as the premier, specialized financial PR and strategic communications agency in the San Diego region,” Dinino told Times of San Diego. “We remain committed to servicing our motivated clients and serving as a trusted resource for prospective clients. Market cycles have come and gone but one thing remains clear — specialized communications counsel from experienced professionals remains paramount for communicating your brand’s story to its key audiences and stakeholders. I’m excited for what’s to come at KCD PR.”

Agency services include media relations, event activation, digital marketing, social media and community management, executive visibility, change management and crisis-cybersecurity breach management support. 

The agency said recent awards received have included a MarCom gold award for its “Wonders & Blunders” newsletter, a grand prize in the NYX Awards for media relations campaign and a Davey silver award for its “Cyber Insiders” podcast. Key partnerships with influential event organizers include Fintech Meetup, Finovate, Fintech Talents, Mobile Payments Conference and Fintech Connector.

“These past 15 years have been an incredible journey full of twists and turns, meaningful partnerships, and of course plenty of rewarding work along the way,” Dinino said.

InnoVision Named Agency for Brotman Law

San Diego-based InnoVision Marketing Group has announced it has been named the agency-of-record for Brotman Law, a boutique tax law firm specializing in tax controversy, compliance, optimization and tax credit services for businesses and individuals facing tax-related challenges.

InnoVision said it will oversee and execute comprehensive marketing initiatives across various channels, including digital, video, web, public relations, branding, TV and print.

With nine attorneys, Brotman Law operates offices in San Diego, Los Angeles and Chicago. The law firm was founded in 2013 by tax attorney Sam Brotman, who currently serves as managing attorney of Brotman Law.

“We chose to use InnoVision because of their extraordinary reputation not only in San Diego, but nationally, and strongly believe that they are the right partner in helping us inform and educate the public on important tax issues,” said Brotman. “There are so many things happening in tax at the federal and state levels that there has never been a greater urgency to serve and protect.”

Ric Militi, CEO  and executive creative director of InnoVision Marketing Group, said, “Partnering with Brotman Law marks an extraordinary opportunity for us on multiple fronts. They stand as a paragon of trust, distinction, and recognition in the realm of tax law, and we are privileged to have been chosen as their agency-of-record. Brotman’s illustrious track record in resolving intricate tax issues for businesses is a subject every business owner and CEO should be eager to explore further. Our strategic vision involves positioning them as the preeminent tax law firm not only in San Diego but beyond, solidifying their reputation as the go-to experts in the field.”

IABC San Diego Hosts Webinar on Listening

The International Association of Business Communicators San Diego chapter will host “The Age of Listening,” a webinar from 11 a.m. to noon, Tuesday, April 9, over Zoom. The public is invited to attend. Presenter will be organizational communications expert Howard Krais, co-founder of True, a consulting firm.

A former president of the United Kingdom IABC, Krais will discuss why listening is important, the benefits of listening, obstacles to listening how listening drives success and long-term sustainability and how leaders can create a climate that supports effective listening. Krais, co-author of “ Leading the Listening Organisation ,” is a frequent presenter at international events, including the last three IABC World Conferences. 

Admission to join the webinar is free for member, $10 for nonmembers. The Zoom link will be provided upon registration. For more information, visit  http://sandiego.iabc.com/ .

Rick Griffin  is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.

April Fools' Day pranks: Apps to translate baby stoner sayings, a ghostbuster at Tinder

Every april 1, brands and companies want to get some laughs – and attention – with goofy new 'product' launches. here are some ideas from companies such as sweetgreen, welch's and omaha steaks..

If you don't like Mondays, this one may especially be grating. It's April Fool's Day , when you should trust no one and question everything.

The roots of April Fools' Day may date back before to before the 15th century. But the modern-day April Fools' Day has become a day to prank a friend, family member, co-worker − or your customers.

Even though some companies have had April Fools' pranks backfire , marketers continue to issue spoof products in attempts to get some laughs and attention.

Already ahead of April Fools' Day, 7-Eleven has hinted at a possible prank product: In addition to new Lemon Lime, Green Apple and Sweet Orange flavored 7-Select sparkling waters, out now with partner Miracle Seltzer, there's a fourth flavor coming April 1: Big Bite Hot Dog.

The hot dog-flavored water "combines the mouthwatering experience of 7-Eleven’s iconic Big Bite Hot Dog into one refreshing beverage – ketchup and mustard included," the convenience chain says in a press release . "Say goodbye to the days of alternating bites of a hot dog with sips of a beverage, now those on the go can swap the bun for bubbles."

Krispy Kreme: A special doughnut deal for April Fools' Day

Will Big Bite Hot Dog sparkling water be sold? Its availability will be announced April 1. However, some reporters were sent a can of the drink. USA TODAY can confirm that it definitely smells like hot dog water and has a smoky aftertaste.

If you are interested in trying it, both 7-Eleven and Miracle Seltzer have hinted at having some to give away on their Instagram pages. (If you get a can, share with a friend as it's 16 ounces.)

Here's a roundup of many of the brand-related April Fools’ gag announcements. You've been warned.

Sour cream & onion flavored soda

Despite the proliferation of crazy-flavored products including Peeps-flavored Pepsi , Frank's RedHot sauce-flavored Vlasic pickles and Doritos Nacho Cheese-flavored liquor , healthy soda brand OLIPOP and Pringles are not really teaming up to bring to market a Sour Cream & Onion soda.

The product would have been "a match made in heaven … to bring the delicious, tangy flavor of Pringles’ Sour Cream & Onion flavor to life in liquid form with prebiotic benefits," the companies said.

Stoner lingo translation app

Another dream team prank product: Rosetta Stoned, a mobile app from Rosetta Stone and medical marijuana company Fluent , that "bridges the conversational gap between novice users and seasoned stoners in any social setting."

Da da decoder

Infant equipment site BabyQuip has its own language-bridging lark: the “Baby Translator” app, to decode your baby's secret language.

"Say 'goodbye' to restless nights as you decode your baby's coos and cries instantly, providing you with the understanding you need as a parent, all in one convenient app," it promises.

An AI-powered plush doll

Custom stuffed animal maker Budsies already makes selfie plush dolls with a built-in voice recorder. Its April Fools' spoof: Artificial intelligence-enabled dolls that "come programmed to learn everything about you and to become your new best friend."

A 50-pound Bearabuddy

Sorry to the 3,500 or so who have already signed up to buy Bearaby's Jumbo Benji plush toy, which is four times the size of its regular weighted plush toys and twice as heavy as its heaviest weighted blanket . This isn't actually going to be sold. But it is real and will be making its home in the lobby at The Child Mind Institute in Harlem to welcome children and their families. More weighted plushies are due the day after April Fools' Day, the company says.

A sleeping bag to go bananas over

The Dole Banana Peel Sleeping Bag, conveniently promoted as being available on April Fools' Day only, is made from actual banana fiber and "allows parents to escape into their own cocoon of sensory deprivation."

A full-body cleaning suit

Outrageous clothing company Tipsy Elves has a special product for April Fools' Day: The Mopsie. You don't need paper towels anymore, you can use your body to clean up those messes, with this "innovative, wearable microfiber towel jumpsuit" for "effortlessly soaking up spills and messes with ease." There's also a Baby Mopsie for "hard to reach places."

Korean BBQ deodorant

Kevin's Natural Foods , which has paleo- and keto-certified ready-to-cook and easy-prep entrées, is touting a new line of personal care products inspired by its food dishes including Korean BBQ Deodorant, Cilantro Lime Toothpaste, Lemongrass Basil Shampoo and Tikka Masala Sunscreen.

"These new face, body and hair care essentials will help fans prioritize self-care inside and out," the company says. 

Omaha Steaks' meaty sprays

Omaha Steaks has its own personal care prank product: Meaty Spritz sprays with flavors such as Omaha Fog, Hog Haze, and Cock-a-Doodle-Dew.

"The world’s first protein-infused, flavor-packed, portable pump spray … (to) enjoy all the mouthwatering flavors of your Omaha Steaks gourmet favorites no matter how far away from the kitchen you are!" the company says.

Sriracha toothpaste

Asian sauce maker Lee Kum Kee , which makes Sriracha Chili Sauce and Sriracha Mayo Dressing, is introducing – not – its Siracha Mayo Toothpaste. It's "fiery and creamy goodness … is sure to spice up your morning dental routine."

Post-salad dental kit

Need some less powerful toothpaste? Sweetgreen offered these fanciful personal hygiene products as part of its Sweetgreen After Salad Kit, which is "designed with your pearly whites in mind … offering everything you need to freshen up post-meal."

Choose from Miso Ginger Toothpaste, Spicy Cashew Mints, Lime Cilantro Dental Floss, and Sweetgreen Toothbrush and Floss Picks.

Fruit juice lip gloss

More personal care prank products: Welch’s Juicyfuls Juicy Fruit Lip Gloss – now available in five flavors: grape, orange, peach, strawberry and raspberry – made with real juice from Juicefuls fruit snacks so "you get that irresistible sweet flavor you love, all in a lip gloss that's as fun as it is nourishing."

Protein-powered seasonings

Quest Nutrition , maker of protein powder, snacks and other products, has a prank product line of seasonings including All Purpose, Lemon Pepper, and Garlic Herb, each of which deliver "21g of protein, 2g of net carbs and less than 1g of sugar."

If you want to try Quest's real products, you can use code NOJOKE for free shipping on online orders over $49 April 1-3.

Superpowered Superfeet?

These would certainly come in hand on a run, but – sorry – it's a jogging joke. Superfeet SuperBoost Power E-Soles gives you 8 hours of continuous battery-powered boost, for almost Iron Man-like propulsion. "All the comfort and support of Superfeet , now with electrifying performance," the company says in a video about the prank product. "It's like having a powerful electric motor in your shoes."

Scotch tape-branded Scotch?

This shenanigan seems like a blend that could stick: Scotch Whisky by Scotch Brand. The whisky "features a nose of cherry wood and a delightfully smooth finish that hits like a well-wrapped gift."

Who you gonna call when ghosted? This new title at Tinder

Dating app Tinder announced a new April Fools' Day hiring quest for a Vice President of Ghost Hunting to help combat "one of dating culture’s most prevalent vices – ghosting," a practice inflicted on 78% of singles already in 2024 (an untrue fact from Tinder).

Patrón's bringing back a beloved liqueur. No kidding.

Patrón patrons get some good news today. The premium tequila maker chose April Fools' Day to announce the return of its Patrón XO Cafe tequila-based coffee liqueur, which was discontinued in 2021. Since production ceased, devotees took to social media and signed a petition asking parent company Bacardi to bring it back.

Made with Patrón Silver tequila and Arabica bean coffee – the dry liqueur can be sipped straight, in cocktails and as dessert topping – Patrón XO Cafe will begin arriving in stores again later this month.

Say it with dead flowers

Don't forget to put roses on your April Fools' Day list. UrbanStems has this "special" delivery, The Dead Inside Collection, "an assortment of dead flower bouquets, dead plants, half empty vases, and more for the pessimist in your life." But, for real, check UrbanStems' social media accounts including Instagram for how to get 20% off an order of real flowers.

Cheesecake Factory's real deals

The Cheesecake Factory  also has a deal that's no joke: Sign up for the chain's Cheesecake Rewards loyalty program on April 1 to get an Any Slice, Half Price reward, redeemable for 50% off any slice of cheesecake or layer cake, with any food or beverage purchase (no gift cards).

Those who were members before April 1 will find something special in their account on Monday, too: either a free slice of cheesecake each month for a year, a free whole cheesecake, a free slice of cheesecake, $5 off $25 purchases, or $10 off $40 purchases. (All rewards redeemable by April 16; can be redeemed for dine-in, to-go and DoorDash.)

New merch from Dunkin', bonus points in app

Dunkin' announced it is going back to its roots and rebranding to just "Donuts'" on Monday, April 1. To celebrate the rebrand, the company is selling "Donuts'" merch, including sweatshirts that read "DONUTS," on ShopDunkin.com .

Additionally, Dunkin' Rewards members will receive 3x bonus points on any donut order through the mobile app on April 1.

Urban Outfitters launches 'Name Three Shirts' movement

Urban Outfitters said it is launching a global movement to "stand in solidarity against band-tee-shaming" by launching a new collection called "Name Three Shirts."

The t-shirt line "playfully mocks the gatekeeping attitudes of older generations who insist that band-shirt wearers should be required to name songs by those artists," the company said in a news release.

The line, which features revamped logos from bands such as The Grateful Dead, Joy Division and Led Zeppelin, is a "playful jab at the attitudes of older generations, and fights back against the misogynistic undertones of the infamous ‘name three songs’ line of questioning," Urban Outfitters said in the news release.

The collection of shirts is available online and in select Urban Outfitters stores starting April 1. You can shop the collection online here .

Auntie Anne's, Frontier Airlines collaborate on Pretzel Plane

Auntie Anne's pretzels and Frontier Airlines announced they have collaborated on the newest addition to Frontier's fleet: the Pretzel Plane.

According to a news release, the plane includes new in-flight entertainment featuring Auntie Anne's pretzels rolled seat-side, the "luxurious" smell of hot, fresh pretzels throughout the cabin and airplane-shaped pretzels if you're feeling hungry.

Moe's Southwest Grill, Sonic team up to introduce a Queso Slush

Two popular fast food chains announced a collaboration that is sure to be polarizing.

Moe's and Sonic announced a new beverage, the Queso Slush, a queso-flavored slushie. "The frozen goodness of a Sonic Slush meets the delicious flavor of Moe's queso."

Follow Mike Snider on X and Threads:  @mikesnider  & mikegsnider .

Gabe Hauari is a national trending news reporter at USA TODAY. You can follow him on X  @GabeHauari  or email him at [email protected].

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Insider tips to make the most out of your business trip

Skip the added stress of a work trip by considering these helpful hints from a seasoned business traveler..

March 22, 2024

If you travel often for work, you know that business travel can be hit-or-miss. From packing and airport etiquette to choosing the right place to stay and taking advantage of amenities that enhance your experience, knowing how to make the most out of your stay is crucial for a successful business trip. And no one knows that better than Kevin Morgan, the Vice President and Brand Head of Tempo by Hilton , a hospitality brand designed specifically with business travelers in mind. From thoughtful common areas to first-class amenities, Tempo hotels are built to match the pace of today’s business travelers. Not convinced? Don’t just trust us. Read on and let Morgan convince you firsthand.

Can you tell us a little about yourself and how often you travel for work?

I’m a 25-year veteran of Hilton. I started as a front desk agent at Pointe Hilton Squaw Peak [now Hilton Phoenix Resort at the Peak ] and [have] lived in a number of places across the country. My career at Hilton has allowed me to work in many different departments including operations, technology, brand performance support, product management and now brand management. On the weekends you’ll find me outdoors and the nearby national park with the family and some filmmaking gear. Travel varies, but it’s probably close to two to three trips per month.

Has travel always been a part of your job? If so, how have you seen business travel change in recent years?

I’ve been traveling long enough to see some evolution. The biggest is the airlines have become more efficient with scheduling with tighter turns on airplanes. While this allows for more convenience with flights, it certainly has a ripple effect when weather and issues with planes occur, which results in much broader disruption to the system. It’s either smooth or a long delay and not much in between.

What do you hope to see from the business travel industry in the future?

More streamlined security checkpoints. We’re starting to see that with scanning of driver's licenses; however, I look forward to digital ID being introduced to more states, airports and airlines.

What are one or two travel essentials that you pack for a business trip?

Headphones: Between the reading of text messages to the noise cancellation, these magical earplugs are a must. Even if nothing is playing, the noise cancellation of just wearing them makes for a much quieter and peaceful journey.

Charger: A charger with an angled plug is the key. Often, the plugs on airplanes are worn out and the chargers that are issued with your laptop fall out. The angle on the plug seems to prevent the charger plug from falling out of the worn-down socket. Plus, the higher wattage on the charger means quicker time to juice up your devices before a flight or trip.

What’s the secret to combining business travel with leisure time?

Accepting that it’s OK to relax . When we’re traveling, our minds are often in work mode and never leave that space because we don’t have an official delineation of “disconnect” like leaving an office to go home. Take a moment for you. Your immune system and mental health will thank you for disconnecting and getting that full night's rest.

What’s a crucial component of business travel that you feel gets overlooked?

Kindness. While there is a time and place for feelings of angst with the airlines in general; just like our hotels, oftentimes the issues that garner the most frustration with travelers are completely out of the control of the airlines’ team members.

Do you have a favorite piece of travel advice that you could share with us?

Never leave a good time for a better. If you’re enjoying what you’re doing, don’t feel like you’re missing out and are obligated to move on to something else. The better time is rarely better.

Tempo is positioned as a brand for business travelers. How does the brand enhance a business stay for guests?

Minimizing the disruption of the traveler. When we’re on the road, the conveniences of home are difficult to find. From the gym experience complete with a Smith machine to the healthy and indulgent menu that we’ve created in partnership with Bluestone Lane, we have travelers covered to help maintain their routines on the road. And let us not forget about the Bluetooth speaker in the bathroom mirror so you can keep up with your morning podcast or the salon quality Parlux hair dryer so those who need it can free up a little extra space in their luggage. We’ve looked at what’s most important to the modern traveler and inserted the little things that matter most to minimize that disruption.

Based on your personal experience, do you have any additional insider tips or advice to share when traveling for work?

Drink water on airplanes; avoid the fizzy stuff. The dry air and on-the-go [pace] with traveling take a toll on your system.

How can Hilton Honors /reward programs help to make traveling for work more convenient and seamless?

Digital key and digital check-in are a game changer, if you’re not using them, you should be. Just a couple taps on your phone and you’re all set. No more forgetting that plastic key in the room.

Business travel made easy

Discover more ways to enhance your next work trip.

Make it a workcation

Scott Hamilton, general manager of Hilton McLean Tysons Corner , shares how to create the ultimate workcation in five easy steps.

Find your (work) flow

Discover helpful tips for maintaining a workflow that helps you stay focused, productive and organized while still enjoying the perks of your location.

Get set up for success

Margie Curran, front desk agent at Tru by Hilton Manassas , shares her insider tips on how to set up the perfect remote workspace.

Work it out

Elijah Hobley, former professional basketball player and head trainer at Hilton New Orleans Riverside shares a 20-minute routine that will help you stay fit no matter where your travels take you.