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Tourism AustraliaIt’s been nearly two years but international borders are finally open and consumers and businesses alike have rejoiced.

Australia’s travel and tourism sector has arguably been one of the most impacted industries by border closures so the international travel announcement on 7th February was met with welcome arms. New data from the digital marketing intelligence platform, Pathmatics, has revealed which brands have been upping their digital ad spend since the announcement was made.

It’s found:

  • There’s been a definite uptick in digital ad spend post-announcement (see graph below), largely on Facebook ads

  • Brands – particularly aviation and cruise brands – quickly jumped on the news, sharing creatives encouraging consumers to book trips abroad

  • However, we’re yet to see accommodation brands such as Air BnB or Escape.com.au, or larger airlines such as Qantas and Virgin tap into the welcomed news, likely due to the short timelines in pivoting their existing marketing strategies

Here are the top 15 digital ad spenders in the travel & tourism category from 7th February 2022 – 14th February 2022:

Brand

Estimated spend (AUD)

Destination NSW

$224,500

Airbnb, Inc.

$172,400

Qantas Airways Limited

$166,500

Escape.com.au (Nationwide News Pty Ltd)

$115,200

Webjet

$78,400

Tourism NT (Northern Territory)

$77,300

Qatar Airways

$66,500

Tourism and Events Queensland

$66,000

Virgin Australia Airlines Pty Ltd

$56,200

Airnorth

$51,900

Jetstar Airways Pty Ltd.

$46,800

South Australian Tourism Commission

$43,000

Carnival Cruise Line (Carnival Corporation)

$41,300

Greyhound Lines, Inc

$32,400

Regent Seven Seas Cruises

$28,400

Overall estimated total:

$1,266,800

 

Commentating on the data, Eugene Du Plessis, Pathmatics Regional Director Australia and New Zealand said:

“It’s been a long time coming but Australia’s travel and tourism sector can finally breathe a sigh of relief. The border reopenings will reinvigorate some much-needed life into what has been a struggling sector and brands in this industry will be hard at work pivoting their marketing strategies to take advantage of the news.

“I don’t think many Aussies will need convincing to book holidays but I certainly expect to see digital ad spend in this category skyrocket throughout the rest of February and beyond. Competition for airline and accommodation brands will be fierce and at Pathmatics, we’ll be tracking which brands are advertising what and where to capture the attention of those consumers itching to get overseas.”

Edited by: Stephen Morton