Google and Facebook are fighting to gain a greater share of the travel industry's digital ad spending. Who will come out on top? Here, Facebook CEO Mark Zuckerberg speaks at his company's annual F8 developer conference, April 18, 2017, in San Jose, Calif.
Noah Berger / Associated Press
As more of travel marketers’ advertising budgets shift from traditional advertising into the digital realm, a growing “war” is brewing between two of the digital ad world’s top competitors, Google and Facebook.
Google may have the upper hand for now, with the company continuing to rake in huge search marketing deals from high spenders like the Priceline Group.
But Facebook is fighting back, thanks to an audience of more than 1.8 billion monthly users and a rapidly expanding range of ad products. The company’s growing suite of travel-specific ad products like Dynamic Ads for Travel, combined with improved measurement options, are leading more travel advertisers to give the ad platform a second look.
Which platform will ultimately be the best for travel advertisers? Who will win the lion’s share of travel industry online ad spending in the future? Google is clearly the top dog but never say never. Read on for more analysis, plus the rest of this week’s top marketing news.
Understanding Google and Facebook’s Travel Duopoly
If you’re a travel marketer planning to invest in online advertising, chances are that your ad dollars will travel through the hands of one of either two companies: Google, or Facebook. How is spending on these two online ad competitors evolving? And how is the travel industry’s perception of these two ad giants changing? Read more
Spending on Native Ads Grows in the Travel Sector
One side effect of the growing popularity of online advertising is that consumers are learning to ignore it. Thanks to tools like ad blockers and a growing distaste for intrusive ads, marketers have been looking for fresh ways to break through to consumers. It’s a fact that’s leading to more investment in native ads designed to blend into the content created by online publishers. Read more
Hotels Boost Digital Marketing Spend Amid Heavy Competition
It’s no surprise that competition is brutal in the hotel sector. Between online travel agencies that allegedly squeeze hotel profit margins, and the continued growth of upstarts like Airbnb, it’s sometimes difficult for traditional hotels to stay profitable and build awareness. This combustible stew is leading many hotel brands to increase their spending on digital and social marketing. Read more
Will Blockchain Transform the Travel Industry?
Blockchain, referring to the concept of a distributed database used to store transactions or records, is typically associated with the digital currency Bitcoin. But as some proponents now argue, the potential applications for blockchain tech extend far beyond the financial sector and could have applications in the travel industry. Read more
Tracking the Growth of Myanmar’s Growing Online Travel Sector
Not too long ago, Myanmar wasn’t even on the radar of most professionals in the travel industry. Between years of authoritarian rule, a lack of infrastructure, and concerning civil unrest in regions like Rakhine state, it’s often been difficult for the country’s tourism industry to grow. But one online travel businesses, Flymya, is doing its part to change that reality. Read more