The Premion Advantage: Travel + Tourism and the OTT Audience

The U.S. travel rebound is in full swing as vaccinated Americans are ready and eager to travel. Summer travel searches and bookings are surging and more than three-quarters of Americans (77%) plan to take a trip this summer and two-thirds already have a summer trip either planned out (36%) or booked (30%), according to a May 2021 Harris Poll survey. The study also revealed that of the Americans who have either planned or booked summer travel plans, more than half (53%) will be traveling for the very first time since the start of the pandemic.

As such, a travel and tourism marketing blitz is underway to win over travel enthusiasts — from New York City’s $30 million ad campaign to states like Connecticut and Georgia that have each rolled out their respective campaigns to boost local tourism. Furthermore, worldwide travel and transport advertising spend is soaring and expected to grow by nearly 30% this year — the highest of all industries tracked, according to Dentsu Aegis Network.

The ability to target audiences by location and interests combined with new attribution capabilities make streaming TV advertising even more compelling for travel marketers.

To learn more about the Travel and Tourism audience and how to reach them with OTT advertising, download our free Premion Advantage Automotive Guide by filling out the form.

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