Travel TV ads have driven a 47% year-over-year increase in total online engagement in the last year, affirming the continued return of leisure travel
EDO has released the inaugural Travel TV Performance Report revealing consumer engagement and ad effectiveness trends from July 2022 to June 2023. The report underscores the resurgence of the travel industry, with total incremental online engagement for travel TV ads up 47% year-over-year (YoY) – mainly driven by increased investment from the Hotels & Resorts and Car Rental & Sharing categories.
EDO’s report highlights TV advertising performance across five categories – Hotels & Resorts, Air Travel, Cruises, Car Rental & Sharing, and Travel Websites & Services. EDO measured online consumer engagement – an investment-grade signal that is highly predictive of in-market business performance – to uncover the $1.2 trillion travel industry’s most effective advertisers, creatives, and media environments from the past year.
The travel industry has slowly recovered from the Covid-19 pandemic. By Q4 2022, ad investment in the category surged past pre-pandemic levels, up 44% compared to the previous year. This TV ads resurgence coincided with consumer travel reaching highs in the fall of 2022, signaling a strong return of travel activity after years of depressed or slowly recovering demand – and consumer engagement is following suit.
“Generally, the travel industry has overcome its pandemic-induced challenges in the last two years, as global restrictions lessen and travelers take back the seas, skies, and roads,” said Laura Grover, SVP, Head of Client Solutions, EDO. “We’re seeing the bounceback reflected in TV ad performance across most travel categories, from cruises to hotels and travel sites. Advertisers have taken notice of the increased demand and are optimizing TV campaigns accordingly.”
Key highlights from the Travel TV Performance Report include:
Download EDO’s Travel TV Performance Report to know what’s working for travel advertisers.