Travel & Tourism Industry Finds
Results with Digital Ads
At Hallaron, we know that digital advertising plays a pivotal role in the travel and tourism industry, significantly influencing consumer behavior and driving business growth. A targeted digital campaign with effective creative work can drive bookings, visits, and new sales. We’ve certainly seen that with our media partners. Here are some important statistics we have collected that you should understand for travel/tourism advertising.
- A survey revealed that 69% of U.S. travelers were motivated to book vacations or overnight stays due to advertising, with 53% influenced specifically by digital ads.
- Social media platforms significantly impact travel planning, with 92% of Millennial and 83% of Gen X and Baby Boomer users in the UK taking action based on content they see.
- 45% of travel planning clients say they were influenced by a mobile smartphone app ad; 42% say they were influenced by OTT streaming TV advertising (such as Pluto TV or Tubi TV); and 40% influenced by an ad they saw on a social media platform
National Park Sells More Parking Permits With Digital Ad Campaign
Client: National Park
Category: Tourism
Background:
A National Park that receives more visitors each year than Yosemite, Yellowstone, and the Grand Canyon combined, wanted to run a branding and awareness campaign explaining that starting March 1st, all visitors that park a vehicle for more than 15 minutes must have a parking pass to enter the park.
Strategy:
In order to reach frequent and potential park visitors, we utilized several different digital products with a mix of display, video, and carousel ads using Display, Video Pre-Roll, Facebook and Instagram, and Over the Top (OTT) ads. Because this was a branding and awareness campaign, we also took advantage of all the targeting strategies that were available and targeted people through Keywords, Artificial Intelligence, and Behaviors. The categories focused on reaching those that might visit the park more often through categories like mountain/road bike, fitness and exercise enthusiasts, and hiking, but also tourists through categories such as travel, family vacations, and tourist attraction seekers. Some keywords that were targeted were state parks, hiking outdoors, hiking areas near me, and walking.
Results:
The campaign started at the beginning of the year in order to give people time to obtain their parking passes since you could buy them as daily, weekly, or yearly passes. In the 4 months the campaign ran, the park had a click through rate of .38% which is over 5X above the national average, and they had a return on ad spend (ROAS) of 8.2X. This demonstrated that park visitors were informed, knew the parking pass purchasing process, and were enthusiastic to acquire their parking tags and support the park!
Hallaron can help your tourism or travel business develop an advertising strategy using smart, targeted digital media. Let’s set up a discovery meeting to understand your plans and needs. Call (281) 299-0538 or email hello@hallaron.com.
SOURCES: https://www.statista.com/statistics/1319338/traveler-advertising-effectiveness-us/; https://www.cntraveler.com/story/rise-of-tiktok-travel
About Hallaron Advertising Agency
Mike Hallaron is founder and principal partner and has served as director of accounts at Hallaron Advertising Agency in The Woodlands, Texas since 2003. The agency works closely with clients supplying branding and advertising strategy and implementing effective, award-winning campaigns. More than just an idea shop, Hallaron is a full-service agency focused on increasing client’s sales using branding, marketing, and media services.
(281) 299-0538
2001 Timberloch Place, Suite 500
The Woodlands, Texas 77380