Sojern：2019年欧洲旅行广告报告(英文版)(16页).pdf

1、The 2019 European Report on Travel Advertising State of the Industry Perspectives from Travel Marketers 2The 2019 European Report on Travel Advertising To understand more about the state of the industry, Sojern surveyed more than 600 travel marketers who lead travel marketing in 46 countries around

2、the worldresulting in the most comprehensive research project of travel marketers ever completed, State of the Industry: The 2019 Report on Travel Advertising. In this report we focus on the travel marketers leading the European region, which is the worlds number one tourist destination, with 712 mi

3、llion international arrivals in 2018 and more than 50% of the market share of worldwide tourism.1 For the European economy alone, travel and tourism directly contributed an estimated 782 billion euros to GDP in 2018 and 14.4 million jobs through direct employment in the sector.2 Strong air connectiv

4、ity, significant promotional activities, and demand from Europes largest long-haul source markets have all played a key part in delivering this growth. The region encompasses 44 countries, over 24 officially recognised languages, and three standard time zones. While we see many similar trends across

5、 the region, there are also vast differences which can add further complexity for travel marketers. With the uncertainty surrounding Brexit, travel brands need to be more cognitive of what travellers are looking for in their next trip, as well as reassuring travellers across the globe that despite g

6、rowing concerns, now is still the time to plan exciting trips to Europe. And travel marketers are increasingly turning to digital forms of advertising to inspire these global travellers. In this regional report we examine how European travel marketers are allocating advertising budgets across channe