1 in 3 travelers (33%) are planning to spend more on travel in 2016 than they did the previous year. Among those who plan to increase their travel budget, 49% said they will do so because “because I or my family deserve it.” 31% said they would spend more on travel because “it’s important for my health and well-being.” – Ipsos Survey for TripAdvisor
Multi-generational travel is projected to increase as much as 20% in 2016, as more baby-boomer grandparents plan trips for the entire family to take together. In response, lodging facilities are creating more multi-room suites to accommodate. Cabin and home rentals will benefit from this trend in 2016. – Frommers
Direct Booking is more competitive between Hotel Brand websites and mobile (25% share) and Online Travel Agencies(Expedia, Booking.com, TripAdvisor.com — 20% share). Hotels are winning by offering direct bookers exclusive perks, points, free wi-fi, early mobile check-in, keyless smartphone room entry, etc.) – Atmosphere Research Group
Changes in media consumption are leading some major brands to shift media budgets from TV to digital, with budget split moving from 70% TV/ 30% digital to now 50/50. According to Under Armour’s senior vice president of brand marketing Adrienne Lofton, “The reality [now] is that the consumer is consuming around 3,000 messages a day, our research showed,” she said, “often it’s social and digital — consumers are just in a constant state of [media] consumption.” – Business Insider
U.S. Digital Ad Spending will outpace TV next year. According to a March 2016 eMarketer U.S. TV vs Digital Ad Spending report,TV and Digital ad spending is roughly 50/50 this year, with TV ad spending at $70.60 Billion and Digital at $68.82 Billion. However, in 2017, Digital Ad Spending will outpace TV with $77.37 Billion projected ad spend for digital and $72.01 Billion Digital Ad Spend for TV. Two-thirds of digital ad spend is for mobile.
Digital Advertising Budgets will need to increase 20% this year just to maintain same reach levels, due to increased pricing and decreased inventory from presidential election
Travel industry ad spending is expected to experience growth rates of 10% or more annually through 2017 and reach $7.27 billion by 2019.
Mobile’s share of total digital ad spending in the travel industry (49% vs 51% for desktop ads) is creeping ever higher and in the future will represent a majority of the industry’s ad spending.
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USDM is a digital consultancy and marketing services company developing highly effective digital strategies in the public sector in travel and economic development, and in private sector for retail, luxury lifestyle, consumer electronics, consumer products and travel. The company creates impact through business insights, branding, customer engagement/social and digital advertising to generate sales. USDM understands how to identify, reach, engage and motivate customers in a highly competitive marketplace. USDM has an Austin Texas headquarters, a Canadian office located in Toronto, Ontario. and a global reach with clients worldwide.