Travel & Tourism

Real world attribution


With projected revenue in the Travel & Tourism market expected to reach almost $540M in 2021, the time to begin marketing is now.

After a year of cancelled plans and stay-at-home orders, travelers are looking to resume paused adventures. Safety concerns are still top of mind, however, so ensuring that marketing messages are clear and delivered to the right audiences is key.

Who to focus on

» Adventure Seekers: Leverage past behaviors to reach audiences with a higher affinity for travel, such as Leisure Travelers, Entertainment Enthusiasts, and Foodies.

» Drive & Fly Markets: Reach users in markets that have a high probability of coming to your destination with hyper-targeted precision.

» Most Likely to Travel: Tailor your message to audiences based on their recent physical behaviors.

How to reach them

Aside from changes in visitation patterns, 2020 had a major impact on media consumption. In 2020, consumers spent 2.8% more time across media YoY. Aside from the engaging message and efficient targeting, brands and marketers must also ensure effective reach with a cross-device approach from mobile to desktop to connected TV.


Travel Insights Brief

In our August Lean Insights Brief, we look at how the recent travel surge benefited some verticals and popularized specific vacation destinations over others. As we head into the homestretch of 2021, we explore how new Covid-19 Delta variant trends could begin to turn summer travel tailwinds into headwinds, as brands start developing their marketing strategies in preparation for the upcoming holiday season.

Download Now

Subscribe to GroundTruth Newsletter and Alerts

Get the latest GroundTruth industry insights, marketing strategies, and news delivered to your inbox.