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State of the Industry:
The 2020 Report on
Travel Advertising in
North America
The United States and Canada were predicted to spend $240.6 and
$12.29 billion on advertising in 2019 respectively.1 North America is a
powerhouse when it comes to advertising, and travel is no exception.
In this regional report, we take a closer look at how North American
travel marketers are allocating advertising budgets across channels,
key challenges they face and how they overcome them, and their
digital strategies for the coming year. This report also highlights
the impact of emerging trends and technologies on the future of
travel advertising.
State of the Industry:
The 2020 Report on Travel Advertising
in North America
The Complexity of Engaging Today’s Traveler 4
The Importance of Data and Always-On Campaigns 9
What’s Next for Travel Marketers? 14
Executive Summary 22
Methodology 25
About Sojern 26
State of the Industry: The 2020 Report on Travel Advertising in North AmericaState of the Industry: The 2020 Report on Travel Advertising in North America 33
Chapter 1
The Complexity of Think of digital marketing like investing, wherein travel marketers
need to diversify with a multi-channel approach and not rely too
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