Travel cuts prompt advertising rethink

An overview of advertising spend and revenue among some of the largest travel advertisers during 2020.

Some of the largest travel brands cut their advertising last year amid a collapse in demand, and this could prompt a strategy rethink, according to WARC Data's latest analysis report, Global Ad Trends: Ad Investment 2021/22.

Travel has historically been a major advertising sector but last year’s cuts highlighted potential efficiency gains. Ten of the largest brands saw an improved ad/sales ratio as ad investment declined quicker than sales revenue in 2020.

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