As we lurch from one crisis to another, it’s important that Travel brands start to rebuild their relationship with consumers and invest again in brand marketing. Without it, brands won’t grow, or worse, they’ll simply be forgotten.

With short-termism in the current business climate, performance marketing makes sense, but the danger is that brands will simply lose sight of brand marketing’s genuine long-term worth.

I truly believe in brand marketing for travel despite the business climate, but with digital forecast to form 60%+ of travel marketing spend in 2023, it looks like this view isn’t shared.

Nearly half of the travel brands who were spending on marketing pre-pandemic are now not, why?

Some, unfortunately, have gone, but the rest I assume are focused purely on delivering immediate results without considering any longer term goals.

Brand drives performance and performance enhances brand perception, the industry shouldn’t lose sight of that.

Collette Symonds

Director