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EMARKETER

US Travel Industry Ad Spending 2024

After 3 Years Leading All Industries in Spending Growth, Travel’s Outlook Has Moderated

Report by Ethan Cramer-Flood  |  Oct 23, 2024
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Executive Summary
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Table of Contents
Executive Summary
Travel ad spending has fully recovered from its pandemic-era nadir, but the rebound boom is over
Travel prefers search over display advertising more than any other industry
Travel shies away from social network ad spending more than any other industry
Accommodations-related companies spend the most on digital advertising among travel industry subcategories
Media Gallery
About This Report
The travel industry set the pace for digital ad spending growth from 2021 to 2023, but its annual increases will now decelerate significantly. Growth will lag the national average for the next two years, though it won’t collapse entirely.
Topics
Travel
Digital Advertising
Total Media Ad Spending
US
Table of Contents
Executive Summary
Travel ad spending has fully recovered from its pandemic-era nadir, but the rebound boom is over
Travel prefers search over display advertising more than any other industry
Travel shies away from social network ad spending more than any other industry
Accommodations-related companies spend the most on digital advertising among travel industry subcategories
Media Gallery

The travel industry remains the smallest advertiser among the nine industry verticals we break out, and its booming ad spending growth cycle is now ending as well. But despite its small size, travel is an important player in search advertising, and its idiosyncratic approach to social and mobile advertising stands out.

Key Question: How much will the travel industry and its subcategories spend on digital advertising this year and through 2026?

US Travel Industry Digital Ad Spending, 2021-2026 (billions, % change, and % of total digital ad spending)
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Key Stat: After a three-year boom following 2020’s pandemic-driven collapse, travel digital ad spending growth will decline to 8.9% this year. Next year will also be muted, but a cyclical upturn awaits in 2026.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Travel ad spending has fully recovered from its pandemic-era nadir, but the rebound boom is over
  1. Travel prefers search over display advertising more than any other industry
  2. Travel shies away from social network ad spending more than any other industry
  1. Accommodations-related companies spend the most on digital advertising among travel industry subcategories
  2. Media Gallery

Charts in This Report

US Travel Industry Digital Ad Spending, 2021-2026 (billions, % change, and % of total digital ad spending)US Digital Ad Spending Share, by Industry, 2024 (% of total digital ad spending)
US Travel Industry Traditional Media Ad Spending, 2021-2026 (billions, % change, and % of total travel industry ad spending)US Travel Industry Digital Ad Spending Share, by Format, 2024 (% of total digital ad spending)
US Travel Industry Digital Ad Spending, by Format, 2021-2026 (billions)US Social Network Ad Spending Share, by Industry, 2024 (% of total digital ad spending)
US Mobile vs. Nonmobile Digital Ad Spending, by Industry, 2024 (% of total digital ad spending)US Travel Industry Digital Ad Spending Share, by Subcategory, 2024 (% of total travel digital ad spending)
US Travel Industry Digital Ad Spending, by Subcategory, 2022-2026 (billions)

authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Nikolai Dineros
Zach Goldner
Forecasting Analyst
Oscar Orozco
Director, Forecasting
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Julia Woolever
Yoram Wurmser
Principal Analyst
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