The Effectiveness of Travel Ads

By Brianna Wenner

According to research from Phocuswright, 71% of U.S. travelers recalled seeing an ad online when planning their last trip. This proves that making an impression via ads online is important for travel brands to stand out from their competition and increase their booking conversion. Here is some insight from “The Travel Marketer’s Guide to the U.S. Digital Travel Landscape” that can help you understand the effectiveness of travel ads to make the most of your online travel ad spend.

What about a travel ad is most memorable?

When travelers recalled ads they saw online, 49% remembered a visual or picture. This backs up what we already know about the impact of visuals in travel booking. Additionally, 41% recalled a price or deal and 37% recalled a personalized ad. A personalized ad with a good deal and high-quality photo is sure to remain in the minds of travelers and can in turn entice them to book.

Which platforms are most influential?

Of the travelers surveyed, 67% said that ads on Snapchat were very influential (followed by Instagram, YouTube, Bing, Pinterest, Google, Travel Search Website/App, OTA Website/App and Facebook, in respective order.)

What is the value in advertising across different types of channels?

Although travelers (not shockingly) tended to recall ads from more visual types of platforms, there are still benefits to advertising on a diverse range of them. For example, if performance marketing is the objective, travel marketers rate ads on metasearch, OTAs and general search as the most effective. In regards to branding and awareness, they rank social and video platforms as the best.


ICE Portal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!

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