CONNECT WITH TRAVELERS AT EVERY STEP

CHARTING A NEW COURSE

Strategies for Capturing Travelers in Uncertain Times

THE TRAVEL DIGITAL BOOM
HAS LANDED – IS YOUR
BRAND ON THE MAP?

The travel industry is largely digital. Understanding consumer behaviors and leveraging the right technology is crucial for advertising success.

Source: Magna Global Travel Report, 2024; Global Travel Market Forecast, 2024-2028, Forrester, 2024

REDUCE OTA PATH TO PURCHASE DOMINANCE

Programmatic advertising is key to staying competitive—helping brands reach high-intent travelers early, reduce reliance on OTA commissions, and win back customers through smarter targeting and retargeting.

Source: Global Travel Market Forecast, 2024-2028, Forrester, 2024

CONSUMER TRENDS: WHAT THEY ARE BOOKING

Consumers prioritize meaningful experiences over material goods. Travel remains resilient despite economic uncertainty.

EXPECTED CHANGE IN SPENDING ON DISCRETIONARY ITEMS AMONG US CONSUMERS, 2025 (% OF RESPONDENTS)

Sources: McKinsey, 2025

TRAVELERS ARE TAKING CHARGE

Searches for hotel reservations and airline tickets have both increased from 2024 to 2025, signaling stronger intent.

Self-booking is rising. Travelers now research more intensely and make reservations directly.

Source: Comscore, August 2024 and February 2025

CONSUMER TRENDS: HOW THEY ARE BOOKING

Advertise Across the Travel Journey

Source: MarTech Zone, 2024

CONSUMER TRENDS: WHEN THEY ARE TRAVELING

Advertising Around Key Travel Spikes
  • Maximize Impact During Peak Planning Season
    53% of travel ad spend lands in H1— specifically Q2 (27%)—as consumers plan summer getaways.
  • Adapt your strategy
    Focus on brand-building during peak season, then shift to performance- driven tactics in the off-season to drive bookings.

Source: Magna Global Travel Report, 2024

KEY SEGMENTS STILL FLYING HIGH

OWN MORE MOMENTS
WITH TRAVELERS ACROSS
THE PATH TO PURCHASE

HERE’S HOW:

  • Leverage programmatic strategies to drive higher ROI during peak travel planning windows.
  • Inspire travelers early with visually rich content during the dreaming and planning phases.
  • Engage high-intent travelers across CTV, mobile, and native formats—wherever they research and book.
  • Access curated, travel-specific inventory to reach premium segments like international flyers and peak-season vacationers.

Be Part of Every JourneyWith PubMatic’s Travel Auction Packages, connect with travelers as they dream, plan, and book—across devices and destinations. Start reaching high-intent audiences now.