Travel And Tourism Industry Sees 28% Surge In Advertising Spend As Digital Dominates

Image Source : LinkedIn

India’s travel and tourism sector has witnessed a 28% increase in advertising expenditure in 2024, driven by rising domestic travel demand and evolving consumer habits. Digital advertising accounted for 78% of the total spend, with platforms like YouTube and Instagram leading the charge. The shift reflects a growing preference for influencerled campaigns, shortform video content, and hyperpersonalized marketing strategies.

Key Highlights Of The Travel Advertising Surge

YouTube and Instagram made up over 62% of digital ad spending, with shortform videos and influencerdriven content playing a crucial role
Influencer campaigns grew by 45% yearonyear, particularly those focused on local travel, quick getaways, and travel tips
TierII and TierIII cities contributed 35% of total digital ad impressions, signaling a shift from metrocentric targeting
Traditional media remained relevant, with television accounting for 12% of total ad spend, print at 3%, outofhome advertising at 6%, and radio at 1%
Advertising activity peaked between April and June during school holidays and again between October and December, driven by festive travel and weddings

Digital Dominance And Changing Consumer Preferences

The rise of digital advertising in the travel sector highlights a shift toward realtime engagement and personalized content. Travel brands have increasingly leveraged vernacular content, regional festivals, and cashback offers to connect with audiences in smaller towns. The use of augmented reality previews, voiceassisted trip planning, and AIbased pricing tools has also gained traction.

Influencer Marketing And Social Media Trends

Influencerled campaigns focusing on hidden gems, weekend getaways, and travel hacks saw the highest engagement rates
Brands such as MakeMyTrip, EaseMyTrip, Club Mahindra, Agoda, Air India, and Thomas Cook accounted for over 33% of digital ad spending
Experiential travel narratives emphasizing cultural immersion and unique stays gained momentum

Future Outlook And Industry Implications

The continued rise in digital ad spending is expected to reshape travel marketing strategies
Sustainability messaging is becoming more prominent, reflecting growing consumer interest in ecoconscious travel
Emerging technologies like AR/VRbased previews and AIdriven booking tools are set to play a larger role in travel advertising

Sources: Financial Express, BestMediaInfo, Marketing Mind, Afaqs.