Travel Advertising Jumps Back
Jupiter Media Metrix reports that online travel advertising has soared in 2001, despite a major setback following the events of September 11. Online advertising for the travel industry began a sharp increase the second week of May with 291.9 million impressions and peaked in the fourth week of August with 1.1 billion impressions, a 263% increase.
"The early 2001 launch of Orbitz.com put a surge into travel advertising, with the industry more than doubling between the spring and the end of summer," said Charles Buchwalter, vice president, media research, Jupiter Media Metrix. He went on to say that despite a major hit on the industry on September 11, "…the sector has shown incredible resiliency as booking services and airlines have turned to the Web to reach out to consumers during the busy holiday season."
While impressions plummeted during the second week of September and bottomed out at 574.4 million during the first week of October, the industry has since returned to 94% of its pre-September 11 levels.
Among the top ten online travel advertisers — ranked according to their share of total travel impressions for the week ending December 2, 2001—four are online agencies, making up 64% of the market, and three are airlines, making up 6%.
Top Online Travel Advertisers 11/26/01 through 12/02/01
+-------+---------------------+-------------+
| Rank | Advertiser | Share of |
| | | Industry |
| | | Impressions |
+-------+---------------------+-------------+
| 1 | Orbitz | 44% |
| 2 | Travelocity | 13% |
| 3 | Hotwire | 5% |
| 4 | Vail Resorts | 5% |
| 5 | AMR Corporation | 3% |
| 6 | Princess Cruises | 2% |
| 7 | British Airways | 2% |
| 8 | Priceline.com | 2% |
| 9 | Thrifty Car Rental | 2% |
| 10 | Lufthansa | 1% |
+-------+---------------------+-------------+
Ad Impressions: the number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad.
You can read more here.
JACK LOECHNER
Center for Media Research
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