Advertising spend on travel and accommodation in Australia grew 9% to $636.7 million in the year to March, according to Nielsen Ad Intel data.
Airlines are a significant driver, ranking as the second-highest advertising category in the sector, rising by 15% compared to the same period last year.
Emirates led the charge with a 29.6% increase, followed by Air New Zealand (up 20.2%) and Qantas (9.6%).
Travel agents, including online platforms, increased ad spend 20%.
Booking.com, Ignite Travel, Flight Centre, Scenic Tours Australia, and TripADeal emerged as the top five highest-spending advertisers in the category.
“Travellers are increasingly eager to explore again, and brands are responding with heightened promotional efforts to meet the demand,” said Nielsen Ad Intel's Pacific commercial lead Rose Lopreiato.
“Travel advertisers who keep a close eye on competitor activity and consumer sentiment will be best positioned to make the most of it, and maximise their marketing.
“Knowing your competition’s strategies and aligning your own ad spend with emerging travel trends will make the difference between standing out and getting lost in the crowd”.
This surge in advertising coincides with strong consumer intentions to travel, according to Nielsen Consumer and Media View (CMV) data, with almost half (42%) expressing plans to take domestic flights within the next six months, while 41% intend to travel overseas within the next year.
New South Wales, Queensland and Victoria remain the most popular holiday states. Sydney and Melbourne continue to top the list of favoured destinations, with each attracting 9% of would-be travellers.
The Gold Coast and Brisbane are close behind, drawing 6% and 5% of intended travellers, respectively.
Japan and Europe stand out as the most desired international destinations, with the US and Canada close behind.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.