Digital advertising represents the largest portion of ad spend for European travel marketers in 2018 at 49%. In 2019, Europe remains among the top regions when it comes to increasing digital spend, with 66% of travel marketers planning to do so, a higher percentage than the Middle East and the United States.
The product that will see the most growth this year is the Stories format. The Stories format is proving increasingly popular with consumers, and the travel marketers trying to reach them. Over half (57%) of all European travel marketers intend to advertise on Facebook and Instagram Stories in 2019.
Almost half (49%) of travel marketers in the region rank Facebook and Instagram as most likely to disrupt travel marketing over the next five years. Working with a Facebook Marketing Partner (FMP) helps to leverage Facebook more effectively, from campaign management and optimisation to measurement to creative services.