Search advertising in travel is changing. New ad formats, such as Google Hotel and Flight ads, are redefining ad space in the sector disrupting markets and ad spend. Adthena’s new report covers how brands operating in travel search are contending with new challenges and competitive market conditions, while also defending existing digital brand equity.
According to Google data, Hotel and Flight ads offer up to 2x the conversion rate on mobile devices. In this respect, perhaps it’s no surprise that in some categories, up to 30% of travel searches now serve a Google Hotel or Flight ad box. The increasing adoption of these new ad units is both disrupting the sector and putting pressure on organic search.
Adthena’s latest report, The Search Landscape: Travel explores this challenges and others, as well as potential new opportunities facing search marketers in travel.
The report examines how competitive tactics are affecting brands in the sector, drilling down into specific subcategories identified by Adthena’s AI Categorization technology. The following graph visualizes competitiveness in respective categories of travel search (where the size of circles is representative of search term diversity observed by Adthena).
Select a section to drill down into a segment, or hover to filter by search category.
Solving challenges in travel search?
To be successful in travel, brands need to map typical challenges to potential solutions. This report outlines potential scenarios and the solutions which help Adthena clients and users to meet the challenges of travel search. You can read the full report via the link below.