New Study Launched to Quantify Travel Advertising Marketplace

Destination Marketing Association International (DMAI) has partnered with market research firm PhoCusWright — owned by Successful Meetings parent company Northstar Travel Media — to launch a new study that will provide sizing and forecasts for U.S. travel advertising spend from 2011-2015.

Titled “The U.S. Travel Advertising Marketplace: Industry Sizing and Trends,” the new study will go beyond top-line trends and offer detailed research on key travel segments, including airlines, hotels, car rents, cruises, destinations and travel agencies. The report will encompass both online and offline advertising, as well as mobile advertising, and will feature breakouts by product and channel.

“The objective of the study is to assess trends and innovations shaping travel advertising, including ad spend budgeting priorities, metrics, attribution, technology and targeting,” reads an announcement published today by DMAI and PhoCusWright.

Study results are expected in the first quarter of 2014.

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