Travel ad spend increases as more Aussies plan holidays over the next 12 months

Magnifying glass observes an upward trend in ad spend.

NIELSEN // Throughout the 2018 financial year (July 2017-June 2018), 50 percent of total Australian advertising spend was made up by the top five industries. The travel sector, ranked third, recorded the biggest boost in ad spending – up 21 percent on the previous financial year.

These travel advertising campaigns appear to have resonated with consumers. The number of Australians intending to travel domestically within the next six months has increased by 4.6 percent, and internationally over the next 12 months has increased by 2.9 percent versus the previous year.

Media spend for the travel industry has been steadily growing over the past five years, largely driven by the travel agent category. And, the number of individuals who have booked their holidays via an online travel agent is up significantly over the past year (+17 percent); while the number of travellers who have phoned a travel agent to make a holiday booking has grown by 7 percent. The number of travellers who have visited a travel agent in-store to make a booking declined slightly by -1 percent.

In the past 12 months, the highest travel ad spend was allocated to print media – consistent with our research that one-in-three readers within the travel print audience (those who read the travel section/insertions within print, travel related magazines) intend to travel overseas in the next 12 months whilst 44 percent intend to travel domestically in the next 6 months.

Other industries that increased their media spending included the retail sector; ranked in first place with annual advertising spend up by 4 percent to reach just under $2 billion in total. Retail’s performance was driven by increases in spending across in takeaway outlets and restaurants (+11 percent) as well as department stores and shopping centres (+9 percent). The motor vehicle industry was ranked second, spending just short of $1 billion – down 5 percent on the previous financial year.

By Rose Lopreiato, Commercial Analyst – Ad Intel