2020 Global Travel Marketing Trends Unveiled in New Sojern Report

More Than 1,100 Travel Marketers Surveyed in 26 Countries Talk 2020 Travel Trends

USA, San Francisco, California. January 27, 2020

Sojern, a leading provider of digital marketing solutions for travel, today published the second edition of its report, The Future of Travel Advertising: 2020 State of the Industry Report. The research, which was fielded and hosted by Dynata, surveyed more than 1,100 global travel marketers across 26 countries who shared key challenges marketers face, how they overcame them, and their strategies for the coming year.

In its second edition, the 2020 report highlights the impact of emerging trends and technologies on the future of travel advertising and covers a cross-section of topics including budget allocation, investments in digital video and personalization, technology adoption, media channel effectiveness, and what the future looks like for travel marketers.

"Our teams at Sojern pore over travel marketing minutiae daily so we can see the latest best practices and constantly evolve our recommendations. Marketing is changing quickly and our customers around the globe always ask us, ‘What should we be doing to stay ahead of our competitors? How do we improve our results?' This report is intended to help answer those questions by providing benchmarking data and key learnings from across the industry," said Jackie Lamping, Sojern Vice President of Marketing.

Key findings of travel marketers surveyed include:


Today's travel marketers are adjusting their strategies to reach always-on, always-searching travelers-finding new ways to activate the data available to present the most relevant offer at the right time. Almost half (47%) of travel marketers maintain a continuous digital presence, in order to capture the always searching and booking traveler.

The top benefit of an always-on marketing strategy is the ability to continuously test, learn, and more accurately optimize their digital marketing (43%). It is fundamental to developing a data-driven approach because marketers won't miss a moment (39%) and can see an ongoing view of performance (39%).


More than one-third of travel marketers (38%) plan on investing in CTV in 2020. 36% plan to invest more on CTV in the next five years. The motivation to shift budget to CTV is largely influenced because marketers can target viewers across multiple streaming devices, apps, or channels (56%).


With growing privacy concerns and new regulations, 48% of large advertisers (those with an annual budget of $1 million or more) are looking to bring programmatic in-house and 34% already have in-house capabilities. This is a direct result of marketers wanting more control over their data (51%), improved ROI (46%), and the ability to react to campaign insights faster (44%). However, securing the necessary buy-in and budget, becoming experts in the data, and hiring the right talent all remains a challenge.

To explore the findings in more detail, download the full report The Future of Travel Advertising: 2020 State of the Industry Report.

2020 Global Travel Marketing Trends Unveiled In New Sojern Report
Tags: marketing, advertising, Facebook, Google

About Sojern

Media Contact:

Scott Thornburg
Senior Public Relations Manager
T: 415-816-8844
E: scott.thornburg@sojern.com
W: http://www.sojern.com

Subscribe to our newsletter
for more Hotel Newswire articles

Related News

Choose a Social Network!

The social network you are looking for is not available.

Coming up in March 2021...

Hotel Human Resources: Pending Labor Shortage

The immense devastation suffered in the hotel industry last year has compounded a problem that human resource professionals will face once the market starts to recover in 2021 - a pending labor shortage. Though some hotels have done their best to retain employees or to ease the suffering caused by mass furloughs, staff reduction was inevitable and many of those employees may not be available to return when guest traffic picks up. Consequently, hotels will once again be competing to find and retain qualified talent to staff their operations. Naturally, companies will have to review their wage and benefits packages in order to remain competitive. They might also wholeheartedly embrace the work-from-home trend for some corporate positions. In addition, human resource professionals will also have to definitively convince frontline employees that their  hotels are safe to work in. The March Hotel Business Review will explore what some HR professionals are doing to address these and other employment issues in their respective departments.