Lesson 3. Facts and Statistics of Online Marketing in Tourism. Trends 2019-2020.
Main: an increase in mobile traffic, an increase in search queries in e- maps, an increase in the cost of all online advertising, an increase of interest in real reviews, a strengthening of video content positions, an increase in attention to the content quality on social networks and websites, the desire of tourists to get unique knowledge and experience from travels.
- Worldwide spending on online tourism advertising is a gigantic amount – more than $ 12 billion a year. For example, in 2018, US companies spent 7.6 and European companies – $ 4.6 billion. And this figure is only increasing.
- Approximately 25% of searches in Google and Yandex are related to travel. The search advertising market is estimated at $ 5.84 billion in 2019.
- Agencies that advertise for mobile devices receive an average of 20-40% more traffic. Some advertising agencies spend about 70% of their budget on mobile advertising.
- The growth of video advertising costs at various sites is more than 25% and is projected to be about 59% of total advertising budgets in 2020.
- Advertising in social networks is about 30% of advertising budgets and will continue to grow.
- About 79% of travel marketers use targeted ads on Facebook and Instagram.
- About 30% of marketers find Facebook and Instagram effective in reaching new audiences.
- 82% of buyers are looking for the location of businesses on the principle of “next to me” on e-maps.
- 28% of buyers who searched for services or products on a map near their location make real purchases.
- 50% of users who searched with their smartphone for local businesses visit the location during the day.
- 77% of tourists are more likely to book hotels and other tourist activities if there are thoughtful, respectful and personal responses from management to the reviews of tourists. At the same time, 89% of tourists reported that a reasonable response from management to a negative review improved their impression of the organization.
- 57% of travelers think that tourism organizations should adapt the flow of information to the needs of travelers
- Only 9% of travelers have a preference for a particular tour brand.
- About 60% of US travelers are willing to buy a tour or trip impulsively without long-term planning in case of a good hotel offer or flight.
- 36% of tourists are willing to pay more for unique travel content and experience gained in travel.
- Every third tourist is ready or already using digital assistants on trips or when booking.
- 47% of cruise travelers booked it online
- Over the past two years, the number of travel search requests of the “today” type has increased by 150% on mobile devices
Conclusions. We have collected only a small part of tourism statistics from various open sources, however, even a cursory glance at the big picture allows us to conclude that all tourism organizations need to elaborate on their actions on the Internet.