美國旅游廣告行業(yè)市場前景及投資研究報告-培訓(xùn)課件外文版2024.5

INDUSTRIES

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MARKETSTravelandtourismindustryadvertisingintheU.S.CHAPTER

01Overview-travelindustryAnnualchangeinnumberofUnitedStatesresidentstravelingoverseasfrom2002to2021AnnualchangeinnumberofU.S.residentstravelingoverseas2002-2021100%80%60%40%85.1%12%20%0%9.1%9%7.2%7.3%5%5%5%4%5.5%6.1%

6.5%1.8%-1%-2%-7%-6%-5%-20%-40%-60%-80%-100%-78%2002

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20213/statistics/214783/annual-change-in-number-of-tourists-from-the-us-traveling-overseasComparedtothepreviousyear,theannualchangeinnumberofU.S.citizenstravelingoverseasdeclinedby78percentin2020duetotravelrestrictionsrelatingtothecoronavirus(COVID-19)pandemic.In2021,thatfigureincreasedby85.1percent.

ReadmoreNote(s):UnitedStates;2002to2021Source(s):NTTONumberofinboundinternationalvisitorstotheUnitedStatesin2021,bycountryoforigin(inmillions)NumberofinboundinternationalvisitorstotheU.S.in2021,byoriginNumberofvisitorsinmillions402681012MexicoCanada10.42.53ColombiaUnitedKingdomIndia1.060.460.430.410.41DominicanRepublicEcuadorArgentinaCostaRicaGermany0.30.270.250.240.220.21BrazilFranceChile4Description:ThisstatisticshowsthenumberofinboundinternationalvisitorstotheUnitedStatesin2021,bycountryoforigin.In2021,thelargestproportionofinternationalinboundvisitorstotheU.S.camefromMexicowith10.4millionvisitors.ReadmoreNote(s):UnitedStates;2021Source(s):NTTO;VarioussourcesTravelproductbookingsintheU.S.asofJune2023TravelproductbookingsintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%44%HotelsFlighttickets28%Carrentals21%VacationapartmentorhouseCampingsite17%13%Ridesharing/carpooling(longdistancetravel)Bustickets(longdistance)Cruises11%10%10%10%Traintickets(longdistance)Packageholidays9%Campervan/motorhomerentalsNoneoftheabove6%31%5Description:"Hotels"and"Flighttickets"arethetoptwoanswersamongU.S.consumersinoursurveyonthesubjectof"Travelproductbookings".ReadmoreNote(s):UnitedStates;July2022toJune2023;10011respondents;18-64yearsSource(s):ConsumerInsightsTravelproductonlinebookingsintheU.S.asofJune2023TravelproductonlinebookingsintheU.S.2023Shareofrespondents0%5%10%15%20%25%24%30%35%40%HotelsFlighttickets37%Carrentals16%VacationapartmentorhouseCampingsite12%8%8%Ridesharing/carpooling(longdistancetravel)Bustickets(longdistance)Cruises7%7%Packageholidays6%6%Traintickets(longdistance)Campervan/motorhomerentalsNoneoftheabove3%35%6Description:"Hotels"and"Flighttickets"arethetoptwoanswersamongU.S.consumersinoursurveyonthesubjectof"Travelproductonlinebookings".ReadmoreNote(s):UnitedStates;July2022toJune2023;10011respondents;18-64yearsSource(s):ConsumerInsightsFlightbookingsbyairlinebrandintheU.S.asofJune2023FlightbookingsbyairlinebrandintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%40%AmericanAirlinesDeltaAirLinesUnitedAirlinesSouthwestAirlinesAlaskaAirlinesJetBlueAirwaysAirCanada40%32%30%23%14%14%11%10%10%AllegiantAirSpiritAirAirFranceBritishAirwaysEmirates9%9%9%9%FrontierAirlines7Description:WeaskedU.S.consumersabout"Flightbookingsbyairlinebrand"andfoundthat"AmericanAirlines"takesthetopspot,while"KLMRoyalDutchAirlines"isattheotherendoftheranking.ReadmoreNote(s):UnitedStates;July2022toJune2023;2806respondents;18-64years;respondentswhobookedaflight(Mobility,Travel)Source(s):ConsumerInsightsCHAPTER

02Overview-advertisingandmarketingTravelindustryadvertisingspendinggrowthworldwidefrom2021to2023Travelsectoradspendgrowthworldwide2021-202340%36%35%30%24%25%20%15%10%5%19%0%2021202220239Description:Inlate2021itwasestimatedthattheglobaltravelindustryadexpenditureswillhavegrownby24percentin2021comparedtoyearprior.In2022,thesectorwasexpectedtoseegrowthof36percentandslowdownto19percentin2023.

ReadmoreNote(s):UnitedStates;November2021;forecastSource(s):ZenithAdvertisingspendingofthetravelindustryintheUnitedStatesfromfirstquarter2020to3rdquarter2022(inmillionU.S.dollars)TravelindustryadspendintheU.S.2020-20227006006635055005064954454394003002001000367296286210189Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q22022Q3202210Description:Inthethirdquarterof2022,thetravelindustryspent506millionU.S.dollarsonadvertisingintheUnitedStates.Inthecorrespondingquarterof2021,traveladvertisersspent367milliondollarsonpromotionalactivitiesinthecountry.ReadmoreNote(s):UnitedStates;Q12020toQ12022Source(s):MediaRadar;TravelindustryadvertisingspendingintheUnitedStatesfromJanuarytoApril2022,bysegment(inmillionU.S.dollars)TravelsectoradspendintheU.S.2022,bysegmentU.S.tourismorganizationsLodgingAirlinesRentalcars2502001501005078331958141563957863504136310JanuaryFebruaryMarchApril11/statistics/979332/tourism-ad-spend-us-segmentItwascalculatedthatthetotaltravelindustryadspendingintheUnitedStatesinthefirstfourmonthsof2022amountedto623millionU.S.dollars.Atthattime,thelodgingsub-sectoraccountedforthelargestshareofadspend,at299milliondollars.ReadmoreNote(s):UnitedStates;JanuarytoApril2022Source(s):MediaRadar;PhocusWireDistributionofmarketingbudgetsoftravelmarketersintheUnitedStatesfrom2019to2021,bytypeTravelmarketersbudgetallocationintheU.S.2019-2021,bytypeShareofmarketingbudgetsThird-partyservices(agenciesandPR,etc.)

Marketingtechnology30%

40%

50%

60%In-houseemployees10%

20%Adverstisingandmedia70%

80%Other90%0%100%20192020202125%15%18%36%7%33%13%20%30%4%29%16%19%33%3%12Description:DuringasurveyoftravelmarketersintheUnitedStatesitwasfoundthatadvertisingandmediaexpensesaccountedfor33percentoftotal2021marketingbudgetsoftravelindustryrespondents.Ayearearlierthisfigurestoodat30percent.

ReadmoreNote(s):UnitedStates;2019to2021;133respondentsSource(s):Skift(Research)Marketingexpensesofselectedleadingonlinetravelagencies(OTAs)worldwidefrom2019to2021(inbillionU.S.dollars)Marketingexpensesofleadingonlinetravelagencies(OTAs)worldwide2019-2021201920202.181.731.180.680.320.180.150.060.040.0520213.8Booking4.975.031.621.3Expedia3.5Airbnb1.190.770.470.250.240.1TTripadvisorTrivago0.670.620.360.190.180.13eDreamsOdigeo1DespegarMakeMyTrip1L0.10.0513Description:Marketingexpensesofleadingonlinetravelagencies(OTAs)worldwiderosein2021overthepreviousyear,afterdroppingsharplyin2020duetothecoronavirus(COVID-19)pandemic.Overall,Bookingwastheonlinetravelagencywiththehighestmarketingexpensesin2021,ataround3.8billionU.S.dollars.Whilethisfiguredenotesanincreaseofroughly1.6billionU.S.dollarsfrom2020,itdidnotcatchupwiththeexpensesreportedin2019.Meanwhile,Expediarecordedthe[...]

ReadmoreNote(s):Worldwide;2019to2021Source(s):TraveltechessentialistAirlineandcruiselinetraveladvertisingspendingintheUnitedStatesin2ndquarters2019to2021(inmillionU.S.dollars)AirlineandcruiselineadvertisingspendingU.S.2019-2021Spending

in

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dollarsNumber

ofadvertisersQ22019Q22020Q22021155.743.265.939026026114Description:Inthesecondquarterof2021,duringtherecoveryfromtheoutbreakofthecoronaviruspandemic,261airlinesandcruiselinesspent65.9millionU.S.dollarsonadvertisingintheUnitedStates.Inthecorrespondingperiodof2020,260suchcompaniesspentalittleover43milliononadvertisinginthecountry.ReadmoreNote(s):UnitedStates;Q22019,Q22020,andQ22021;adspendacrossprint,TV,anddigitalSource(s):MediaRadarDistributionoflodgingindustryadvertisingspendingintheUnitedStatesfromJanuarytoApril2022,bymediumandchannelLodgingindustryadvertisingspendingshareU.S.2022,bychannel60495040302010016169821TVVideoPrintFacebookDisplayOTTNative15Description:Inthefirstquarterof2022,thelodgingindustryintheUnitedStatesfocusedonadvertisingonTV-themediumaccountedfor49percentofthesector'sadspendatthattime.Intotal,thelodgingindustryspent312millionU.S.dollarsonadvertisingspendingacrossallmediaandchannels.ReadmoreNote(s):UnitedStates;JanuarytoApril,2022Source(s):MediaRadar;SkiftCHAPTER

03DigitaladvertisingDigitaladvertisingspendingintheUnitedStatesin2022,byindustry(inbillionU.S.dollars)DigitaladspendintheU.S.2022,byindustrySpendinginbillionU.S.dollars010203040506057.270RetailCPG36.03Financialservices27.63Computingproducts&consumerelectronics19.03AutomotiveTelecom17.0115.3213.631310.8Healthcare&pharmaEntertainmentMediaTravel4.05Other7.2417Description:In2022,retailwasforecasttobetheindustrywithhighestdigitaladvertisingspendingintheUnitedStates.Itsdigitaladspendwasprojectedtoamountto57.2billionU.S.dollars.Consumerpackagedgoods(CPG)servicesrankedsecond,withaspendof36.03billion.TotaldigitaladexpenditureintheU.S.in2022wasexpectedtoamountto220.93billionU.S.dollars.ReadmoreNote(s):UnitedStates;June2021;forecastSource(s):eMarketerDistributionofdigitaladvertisingspendingintheUnitedStatesin2022,byindustryDigitalMarketOutlook:digitaladspendingshareintheU.S.2022,byindustrySpendingshare0%2%4%6%8%10%12%14%16%18%RetailPharma&healthcareEntertainment&mediaFinancialservicesFMCG17%10.6%10.1%8.9%8.4%BusinessservicesTravel&leisure7.8%7.3%TelecommunicationsAutomobilesTechnology&electronicsOther5.8%5.3%5.1%5%Energy&fuelRealestate&construction2%1.9%18Description:ThedigitaladspendingintheU.S.retailsectoraccountedfor17percentoftotaladvertisingspendingin2022inthecountry,whereasthefinancialservicesstoodatabout8.9percent.AnoverviewofallDigitalMarketscanbefoundhere.

ReadmoreNote(s):UnitedStates;November2022Source(s):DigitalMarketInsightsGrowthofdigitaladvertisingspendingintheUnitedStatesin2023,byindustryDigitaladspendgrowthintheU.S.2023,byindustryGrowthrate4%

6%0%2%8%10%12%14%16%Travel14.3%Retail12.2%Healthcareandpharma10.8%Automotive10%Entertainment7.9%Media6.8%CPG6.1%OtherFinancialservices5.1%3.9%Telecom2.7%Computingproducts&consumerelectronics1.9%19/statistics/260100/digital-ad-spend-growth-in-the-us-by-industryIn2023,travelwasforecasttoseethefastestgrowthindigitaladspendingofanyindustryintheUnitedStates,withanestimatedyear-on-yeargrowthof14.3percent.Retailwasexpectedtofollow,withanestimatedgrowthrateof12.2percent.

ReadmoreNote(s):UnitedStates;asofSeptember2023;includesadvertisingthatappearsondesktopandlatopcomputersaswellasmobilephonesandtabletsandotherinternet-connecteddevicesonallformatsmentioned;*Forecast.

ReadmoreSource(s):InsiderIntelligenceTravelindustrydigitaladvertisingspendingintheUnitedStatesfrom2019to2024(inbillionU.S.dollars)TravelindustrydigitaladspendintheU.S.2019-2024877.246.286.0965.2354.2742.9932102019202020212022*2023*2024*20Description:In2022,thetravelindustryintheUnitedStateswasforecasttospend5.23billionU.S.dollarsondigitaladvertising,markinganincreasefromthepreviousyear'svalueof4.27billion.Adspendingwasexpectedtoreturntopre-pandemiclevelsin2023,beforereachinganestimated7.24billionin2024.ReadmoreNote(s):UnitedStates;2019to2021;includesadvertisingthatappearsondesktopandlatopcomputersaswellasmobilephonesandtablets,andincludesallthevariousformatsofadvertisingonthoseplatforms;*Forecast.

ReadmoreSource(s):eMarketer;InsiderIntelligenceMobileadvertisingspendingintheUnitedStatesin2021,byindustry(inbillionU.S.dollars)MobileadspendintheU.S.2021,byindustrySpendinginbillionU.S.dollars10

150520253035Retail30.91CPG21.82Financialservices17.24Computingproducts&consumerelectronics12.37TelecomAutomotiveEntertainmentHealthcare&pharmaMedia10.379.298.546.986.14Travel2.09Other4.0321Description:InJune2020,itwasestimatedthatmobileadvertisingspendingintheUnitedStateswouldreach129.8billionU.S.dollarsthatyear.Theretailsector'sexpenditureswereexpectedtoaccountfor24percentofthetotalsum,amountingto30.9billiondollars.Consumerpackagedgoods,financialservices,computingproductsandconsumerelectronics,andtelecomclosethetopfivehighestspendingverticals.ReadmoreNote(s):UnitedStates;June2021;forecastSource(s):eMarketer;PubMaticCHAPTER

04MarketleadersLeadingTVadvertisersinthetravelandtourismindustryintheUnitedStatesin2022,byadspend(inmillionU.S.dollars)LeadingTVtraveladvertisersintheU.S.2022,byadspend10086.5908070605040302010072.769AirbnbDeltaAirLinesE23Description:Inthefirst11monthsof2022,Airbnbwasthelargesttravel-relatedadvertiseronTV,havingspentanestimated86.5millionU.S.dollarsonpromotioninthemedium.ThesecondintherankingwasDeltaAirLinesanditsTVadspendingof72.7million,whileEroundedoutthetopthreewith69million.ReadmoreNote(s):UnitedStates;January1toNovember302022Source(s):iSpot.tv;SkiftLeadingTVadvertisersinthetravelandtourismindustryintheUnitedStatesbetweenJanuaryandJuly2022,byshareofadimpressionsLeadingTVtraveladvertisersintheU.S.2022,byadimpressionsShareofadimpressions0%1%2%3%4%5%6%7%8%ChoiceHotelsPriceline7.19%6.99%6.97%BEDisneyWorldTrivago6.55%5.6%5.03%RoyalCaribbeanVrbo4%3.89%3.59%3.27%AirbnbCelebrityCruises24Description:Inthefirstsevenmonthsof2022,budgethotelbrandChoiceHotelshadthelargestshareofTVadimpressionsamongtravel-relatedbrandsintheUnitedStates,withashareof7.19percent.OnlinetravelagencyPricelinecameinsecondwithaTVadimpressionshareof6.99percent,whileitssistercompany,Amsterdam-basedB,completedthetopthreewith6.97percent.

ReadmoreNote(s):UnitedStates;January1toJuly31,2022Source(s):iSpot.tv;SkiftSalesandmarketingexpensesofBookingHoldingsworldwidefrom2015to2022(inbillionU.S.dollars)SalesandmarketingexpensesofBookingHoldingsworldwide2015-2022PerformancemarketingBrandmarketingMarketingexpenses1Salesandotherexpenses98765432101.820.960.550.830.510.520.440.883.80.420.330.355.990.270.762.184.454.424.163.482.742015201620172018201920202021202225Description:ThesalesandmarketingexpensesofBookingHoldingsworldwideincreasedby67percentin2022overthepreviousyear,afterfallingsharplywiththeonsetofthecoronavirus(COVID-19)pandemic.Overall,thecompany'smarketingexpensesamountedtonearlysixbillionU.S.dollarsin2022,surpassingpre-pandemiclevels.ReadmoreNote(s):Worldwide;2015to2022;fiscalyearsendingDecember31Source(s):BookingHoldings;PSellingandmarketingexpensesofTripadvisor,Inc.worldwidefrom2009to2022(inmillionU.S.dollars)SellingandmarketingexpensesofTripadvisorworldwide2009-202290080070060050084978477875669267250246940030020010003683162662091401062009201020112012201320142015201620172018201920202021202226Description:ThesellingandmarketingexpensesofTripadvisor,Inc.worldwideincreasedsignificantlyin2022overthepreviousyear,followingasharpdropwiththeonsetofthecoronavirus(COVID-19)pandemic.Overall,thecompany'stotalspendingonsellingandmarketingamountedto784millionU.S.dollarsin2022,risingfrom469millionU.S.dollarsin2021andsurpassingpre-pandemiclevels.ReadmoreNote(s):Worldwide;2009to2022;fiscalyearsendingDecember31Source(s):TripadvisorSellingandmarketingexpensesofExpediaGroup,Inc.worldwidefrom2009to2022(inbillionU.S.dollars)SellingandmarketingexpensesofExpediaGroup,Inc.worldwide2009-202276546.16.065.725.34.374.223.382.8132102.532.21.721.481.241.062009201020112012201320142015201620172018201920202021202227Description:ThesellingandmarketingexpensesofExpediaGroup,Inc.bouncedbackin2022,followingasharpdropwiththeonsetofthecoronavirus(COVID-19)pandemic.Thecompany'stotalsellingandmarketingspendingamountedto6.1billionU.S.dollarsin2022,risingfrom4.22billionU.S.dollarsinthepreviousyearandsurpassingpre-pandemiclevels.ReadmoreNote(s):Worldwide;2009to2022;fiscalyearsendingDecember31Source(s):ExpediaAdvertisingexpenseofCaesarsEntertainmentworldwidefrom2018to2022(inmillionU.S.dollars)AdvertisingexpenseofCaesarsEntertainmentworldwide2018-202260050040030020010057151864342902018201920202021202228Description:CaesarsEntertainmentisaNevada-basedgamingandhospitalitycompanyoperatingcasinos,hotelsandgolfcoursesunderseveralbrandnames.TheadvertisingexpenseofCaesarsEntertainmentworldwideexperiencedageneralincreasefrom2018to2022.In2022,Caesarsspent571millionU.S.dollarsonadvertising,upfromthepreviousyear'stotalof518million.ReadmoreNote(s):Worldwide;2018to2022;fiscalyearendedDecember31ofeachyearSource(s):CaesarsAdvertisingcostsofWynnResortsLimitedworldwidefrom2014to2022(inmillionU.S.dollars)AdvertisingcostsofWynnResortsLimitedworldwide2014-2022300250200150100250.6148.661.340.65003737.828.325.223.320142015201620172018201920202021202229Description:CasinoandentertainmentresortcompanyWynnResortsLimitedspent148.6millionU.S.dollarsonadvertisingin2022.Thisfigureshowsasignificantdecreaseoverthepreviousyear'stotalof250.6million.

ReadmoreNote(s):Worldwide;2014to2022;fiscalyearendedDecember31ofeachyear.Source(s):WynnResortsCHAPTER

05ConsumerinsightsShareofadultswhouseselectedsourcesofinformationfortravelplanningintheUnitedStatesasofMay2021,bygenerationU.S.adultsplanningtravelviaselectedinformationsources2021,bygenerationTravel-planningsitesSocialmediaTravelagents80%70%60%50%40%30%20%10%0%69%57%57%57%56%54%45%38%38%32%25%19%17%16%6%AlladultsGenZMillennialsGenXBabyBoomers31Description:InasurveyconductedinMay2021amongU.S.adults,itwasfoundthat69percentofMillennialsinthecountrywereusingtravel-planningsitestogatherinformationandplantheirtravel.Atthesametime,57percentofGenZrespondentssaidtheyusedsocialmediaforthatpurpose.ReadmoreNote(s):UnitedStates;May4to6,2021;2,200respondents;18yearsandolderSource(s):MorningConsultShareoftravelersmotivatedtoengagewithselectedtypesofadvertisingintheUnitedStatesasofMay2022LeadingtypesofadsconsideredasengagingamongU.S.travelers202240%37%35%35%30%25%20%15%10%5%19%15%14%13%11%8%0%ComputeradMobiledeviceadLiveTVadE-mailfromtravelcompnayMagazineadStreamingserviceTVadNewspaperadBillboardad32Description:DuringasurveyoftravelersintheUnitedStates,conductedinMay2022,itwasdiscoveredthat37percentofrespondentsconsideredcomputeradvertisingasengaging.Notfarbehindweremobileads,whichmotivated35percentofU.s.travelerstoengage.ReadmoreNote(s):UnitedStates;May17to19,2022;1,691respondentsSource(s):AdTheorent;HarrisPollShareoftravelerswhoweremotivatedtomakeabookinginfluencedbyselectedtypesofadsintheUnitedStatesasofMay2022AdvertisingeffectivenessamongU.S.travelers2022Shareofrespondents0%10%20%30%40%50%60%70%80%Generally-advertisingDigitalads69%53%DigitaladswithcouponsorspecialoffersPersonalizeddigitalads24%23%33Description:InasurveyoftravelersintheUnitedStatesfieldedinMay2022,69percentofrespondentssaidtheyhadbeenmotivatedtomakeabookingforavacationoratleastanovernightstaythankstoadvertisingingeneral.Accordingto53percentoftravelers,theirbookingwasinfluencedbydigitalads,while24percentweremotivatedbydigitaladswithcouponsorspecialoffers.ReadmoreNote(s):UnitedStates;May17to19,2022;1,691respondentsSource(s):AdTheorent;HarrisPollAttitudestopersonalizedandnon-personalizedadvertisingamongtravelersintheUnitedStatesasofMay2022PersonalizedadvertisingattitudesamongU.S.travelers2022Shareofrespondents0%10%20%30%40%50%60%70%80%Receivinganadthatisrelevantortailoredtomewouldmakememorelikelytovisitthedestinationbeingadvertised72%Receivinganadthatisrelevantortailoredtomewouldcasuemetohaveamorefavorableopinionofthetravelcompany69%Receivingarandomadthatisnotrelevanttomewouldcasuemetohavealessfavorableopinionofthetravelcompany56%Receivingarandomadthatisnotrelevanttomewouldmakemelesslielytovisitthedestinationbeingadvertised53%34Description:InaMay2022surveyoftravelersintheUnitedStates,72percentofrespondentssaidtheywouldbemorelikelytovisitadestinationifitwasadvertisedtotheminapersonalizedway,inrelevantadsfromthetravelcompany.Another69percentwouldsaythatsuchadvertisingwouldmakethemfeelmorefavorablyaboutthetravelcompany.ReadmoreNote(s):UnitedStates;May17to19,2022;1,691respondentsSource(s):AdTheorent;HarrisPollTravelappsandwebsitesthatthepublicviewthemostpositivelyintheUnitedStatesasofQ12021FavoriteappsandwebsitesfortravelintheU.S.Q12021Popularityscore*40%0%10%20%30%50%60%70%80%90%GoogleMapsGoogleEarthExpedia79%60%50%TripAdvisorGoogleDriveAppTravelocityHAirbnb49%49%44%43%41%BOrbi