Eye On: Travel

Eyeota Audience Marketplace Insights &

Audience Targeting Strategies
 Introduction & Key Findings
Eyeota's verticalized Eye On reports uncover the most effective audience targeting
strategies—grounded in geographic, vertical, demographic, intent, interest and
purchase data from Eyeota’s global Audience Marketplace—to give both
advertisers and data suppliers insight into market dynamics for use in audience
targeting, enhancement and analysis.

The 2019 Eye On: Travel report uncovers a number of key insights around how
travel and leisure-related advertisers and agencies develop and execute global
audience targeting strategies:

The majority of audience data spend in 2018 came from four travel & leisure
1 sub-sectors: Travel Agents & Booking Sites (32% of spend), Airlines (22%), Hotels
Resorts & Casinos (20%) and Tourism (10%).

In 2018, Travel Agent & Booking Site brands spent over $3,000 per audience
2 targeting campaign, while the top 10 Airline advertisers (by annual data
spend) spent over $10,000 per campaign.

2H 2018 saw large increases in travel-related data spend, as Travel Agent &
3 Booking Site advertisers peaked in Q3, representing the majority (52%) of data
spend in the quarter and Hotels Resorts & Casinos advertiser data spending
peaked in Q4 as those brands sought out holiday shoppers and travelers
planning for warmer holiday trips.

According to our audience analyses, Travel Agent & Booking Site advertisers
4 in May 2019 reached female-skewing audiences, typically in business services
occupations, such as marketing, consulting and human resources.

Airline advertisers targeted a broad range of interest-based audiences related

5 to art, movies, audiobooks, cocktail drinks and home cooking. This broad
range of interest-based audiences could be used by airline brands to
differentiate from one another as far as destinations and in-flight amenities.

Methodology
This report focuses on proprietary audience analysis from May 2019 and calendar year 2018
Eyeota Audience Marketplace expenditure data across all global regions, aggregating
Eyeota's proprietary audience data expenditure and volume information from 1,500+
advertisers, running 20K+ large scale advertising campaigns and utilizing audience
segment data from 30K+ data suppliers.

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Eyeota Audience Marketplace
Advertiser Buying Trends
Travel & Leisure Advertiser Sub-Sector Breakdown
(share of Eyeota Audience Marketplace spend; full year 2018)

Auto
Rentals
2018
Bus & Rail Cruises
Travel Eyeota
2% 2% Marketplace
4%
Stats
Other Travel & leisure brands ran
Attractions 2% 2,100+ unique audience
5% targeting campaigns

Tourism Travel Agents &

Booking Sites
Travel agent & booking site brands
10% spent $3,000+ per campaign
32%

The top 10 airline advertisers spent

Hotels, $10,000+ per campaign
Resorts & targeting audiences
Casinos

20%
Airlines
22%

Travel & Leisure Advertiser Sub-Sector Quarterly Breakdown

(by share of Eyeota Audience Marketplace spend)

• Travel Agents & Booking Sites • Airlines • Hotels, Resorts & Casinos • Tourism
8% 7%
14% 16% Hotels Resorts &
15% Casinos advertiser
12% 30% data spending
22% 18% peaked in Q4 as
those brands
targeted holiday
26% shoppers and those
24% 23% planning for warmer
Travel Agent & holiday trips.
52% Booking Site
advertisers
25% 22% 26%
increased spend
significantly in Q3.

Q1 Q2 Q3 Q4

Source: Eyeota Audience Marketplace Data (full year 2018)

2
Advertiser Sub-Sector Deep Dives
Travel Agents & Booking Sites
Travel Agent & Booking Site Advertiser
Typical Audience Targeting Strategies

Audience Segment Category Breakdown

(share of spend & top audience segments; full year 2018)
Top Audience Segments
• Demographic • Employment • Intent • Interest • Owner/Purchased • Travel Intent
• Travel Interest
• Travel Enthusiasts
11% 3% 22% 60% 4% • Insurance Owners
• Sociodemographic Profiles

Most Utilized
• Age
Travel Agent & Booking Site • Financial Product Owners
advertisers rely heavily on Interest • Household Size
segments as an indication of travel
research and inspiration. • Frequent Buyers
• Lifestyle
• Entertainment Interest
Example Brands* • Airline Brands
• Age & Gender
• Media & Entertainment

Target Audience Profile

(directional indication of expected audience reach)

Demographic Household
• Age 25-44 • Households with Children

• Female-Skewing • High Income Households

Employment Lifestyle / Interests

• Services Industry • Restaurant Goers

• Marketing, Consulting & • Sports Fans

Human Resources Roles
• World Travelers

*Note: Examples brands only; not necessarily representative of Eyeota Audience Marketplace.
Source: Eyeota Audience Marketplace Data for spend (full year 2018); Eyeota audience analysis (May 2019)

3
 Advertiser Sub-Sector Deep Dives
Airlines
Airline Advertiser
Typical Audience Targeting Strategies

Audience Segment Category Breakdown

(share of spend & top audience segments; full year 2018)
Top Audience Segments
• Demographic • Employment • Intent • Interest • Owner/Purchased • Travel Intent
• Sport Interest
• Sociodemographic Profiles
12% 13% 46% 28% 1% • Travel Enthusiasts
• Travel Interest

Most Utilized
• Age
Airline advertisers utilize Intent
segments to reach
• Pharma & Healthcare
audiences who are likely • Airline Brands
comparing flight prices. • Sports & Fitness Interest
• Recreation Spenders
• Banking
Example Brands* • Financial Status
• Government & Nonprofit
• Lifestyle

Target Audience Profile

(directional indication of expected audience reach)

Demographic
• Age 18-44 Lifestyle / Interests

• College Graduates • Art Aficionados

• Audiobook Listeners

• Cocktail Drinkers

Employment • Home Chefs

• Small Business Roles • Movie Buffs

• Healthcare • Photography Hobbyists

Professionals

*Note: Examples brands only; not necessarily representative of Eyeota Audience Marketplace.
Source: Eyeota Audience Marketplace Data for spend (full year 2018); Eyeota audience analysis (May 2019)

4
Advertiser Sub-Sector Deep Dives
Hotels, Resorts & Casinos
Hotel, Resort & Casino Advertiser
Typical Audience Targeting Strategies

Audience Segment Category Breakdown

(share of spend & top audience segments; full year 2018)
Top Audience Segments
• Demographic • Employment • Intent • Interest • Owner/Purchased • Travel Intent
• Media & Entertainment
Interest
17% 16% 37% 28% 1% • Sociodemographic Profiles
• Travel Interest

Most Utilized
• Gambling Interest
Hotel, Resort & Casino advertisers spend
Given significant competition within the Hotels, Resorts • Financial Status
more on Demographic segments
compared to travel agents/booking sites & Casinos space, these brands spend the majority of • Industry
data budgets on a mix of Intent audiences to capture
and airlines.
lower funnel customers and Interest audiences to reach
• Travel Enthusiasts
mid-funnel travel researchers. • Employment Area
• Social Grade
• C-Suite
Example Brands*
• Sporting Club
• Seniority
• Lifestyle

Target Audience Profile

(directional indication of expected audience reach)

Demographic Household
• Age 18-34 • Car Owners

• Spanish-Language • More Affluent

Skew Households

Employment Lifestyle / Interests

• Media & Finance • Digital Media Junkies
Professionals
• Fitness Addicts
• More Senior Roles
• Motorcycle Enthusiasts

• Tech Savvy
*Note: Examples brands only; not necessarily representative of Eyeota Audience Marketplace.
Source: Eyeota Audience Marketplace Data for spend (full year 2018); Eyeota audience analysis (May 2019)

5
 Advertiser Sub-Sector Deep Dives
Tourism
Tourism Advertiser
Typical Audience Targeting Strategies

Audience Segment Category Breakdown

(share of spend & top audience segments; full year 2018) Top Audience Segments
• Travel Intent
• Demographic • Employment • Intent • Interest • Owner/Purchased • Travel Enthusiasts
• Travel Interest
• Sociodemographic Profiles
11% 11% 30% 47% • B2B Interest
• Sport Interest

Most Utilized
• Sports & Fitness Interest
Tourism advertisers rely heavily on • Food Enthusiasts
Interest-based audiences, as • Gambling Interest
they look to target consumers
research experiences exclusive • Financial Status
to certain regions or countries. • Entertainment Interest
• Food & Drink Interest
Example Brands* • Media & Entertainment
Interest
• Social Grade
• B2B Internet & Telecom
Intent

Target Audience Profile

(directional indication of expected audience reach)

Demographic Household
• Age 25-34 & Married • Medium to High
Household Income
• Age 55-65+ & Retired
• Apartment/Flat Dwellers

Employment Lifestyle / Interests

• Small Business Jobs • Foodies

• Business Professionals • Culture Seekers

(Arts & Sciences, Music,
Books, Food, etc.)

*Note: Examples brands only; not necessarily representative of Eyeota Audience Marketplace.
Source: Eyeota Audience Marketplace Data for spend (full year 2018); Eyeota audience analysis (May 2019)

6
Audience Targeting Strategies,
by Geographic Region
Americas
Travel brands in the Americas typically focus on
Interest-based audience strategies to reach
consumers who are researching activities and Top Audience Segments
experiences. Travel agents & booking sites are
Used in Americas
the biggest spenders of audience data. • Travel Intent
• Travel Enthusiasts
• Media & Entertainment
Interest
• Travel Interest
• Demographic • Employment • Intent • Interest • Owner/Purchased • Sport Interest

Most Utilized
• Sports & Fitness Interest
• Sociodemographic Profiles
11% 10% 15% 63% 1% • Gambling Interest
• Industry
• Food & Drink Brand Intent
• Pharma & Healthcare
• Travel Agents & Booking Sites • Airlines • Hotels, Resorts & Casinos • Tourism • Age & Gender
• Banking
Regional • Financial Status
Sub-Sector 44% 18% 24% 14%
Breakdown

Note: All percentages by share of annual spend.

Source: Eyeota Audience Marketplace Data (full year 2018)

Sample Americas Advertiser Strategy

Global Travel Reaching Audience Profiles

Booking Site* Last Minute to Consider
Travelers
Business
Travelers

Politically Age
Active 21-34

Movie
Lovers
Luxury
Art
Car
Aficionados
Drivers
*Note: Examples brands only; Music
actual advertiser blinded. Lovers

7
Audience Targeting Strategies,
by Geographic Region
Europe
Travel advertisers in Europe typically rely on
Intent-based audiences to reach consumers
when they are comparing and booking travel
Top Audience Segments
arrangements. Airlines are bigger spenders in
Europe than in the U.S. Used in Europe
• Travel Intent
• Frequent Buyers
• Travel Interest
• Sociodemographic Profiles
• Travel Enthusiasts
• Demographic • Employment • Intent • Interest • Owner/Purchased
• Social Grade

Most Utilized
• Insurance Owners
• Airline Brands
17% 9% 47% 22% 4%
• Lifestyle
• Financial Status
• Financial Product Owners
• Age
• Travel Agents & Booking Sites • Airlines • Hotels, Resorts & Casinos • Tourism • Entertainment Interest
• B2B Interest
Regional
Sub-Sector 45% 31% 17% 7%
Breakdown

Note: All percentages by share of annual spend.

Source: Eyeota Audience Marketplace Data (full year 2018)

Sample European Advertiser Strategy

Global Hotel Reaching Audience Profiles

Parent Company* Frequent Business to Consider
Travelers
High Net
Worth
Individuals
Tech Real Estate
Enthusiasts Professionals

Households
with Children

Fitness Healthcare
Junkies Professionals
Holiday
*Note: Examples brands only;
actual advertiser blinded. Home
Renters

8
Audience Targeting Strategies,
by Geographic Region
Asia-Pacific
Asian travel brands primarily focus on Intent-
based audiences. And, given that most of the
top-rated airline brands are based in Asia, airlines
Top Audience Segments
represent the largest portion of spend, followed
by hotels, resorts & casinos. Used in Asia
• Travel Intent
• Travel Enthusiasts
• Travel Interest
• Financial Status
• Demographic • Employment • Intent • Interest • Owner/Purchased • Business Professionals
• Employment Area

Most Utilized
• B2B Interest
• Recreation Spenders
6% 8% 64% 20% • Sociodemographic Profiles
• Entertainment Interest
• Administration
• B2B Banking Intent
• Travel Agents & Booking Sites • Airlines • Hotels, Resorts & Casinos • Tourism • Airline Brands
• Media & Entertainment
Regional Interest
Sub-Sector 9% 41% 34% 16%
Breakdown

Note: All percentages by share of annual spend.

Source: Eyeota Audience Marketplace Data (full year 2018)

Sample APAC Advertiser Strategy

Asia-Based Reaching Audience Profiles

Global Airline* Luxury Air to Consider
Travelers
Business
Travelers
Expensive High Net
Eyeglasses/ Worth
Sunglasses Individuals
Wearers
Finance
Professionals
Social
Elderly
Media
Singles
Enthusiasts
*Note: Examples brands only; Young
actual advertiser blinded. Urban
Dwellers

9
Audience Targeting Strategies,
by Geographic Region
Oceania
Oceania (Australia & New Zealand) travel brands
focus on a mix of demographic-, intent- and
interest-based audiences. As far as advertiser sub-
sectors, the most spend comes from travel agents Top Audience Segments
& booking sites, while the remainder is fairly evenly Used in Oceania
split between airlines, hotels and tourism. • Travel Intent
• Sociodemographic Profiles
• Age
• Travel Interest
• Demographic • Employment • Intent • Interest • Owner/Purchased • Travel Enthusiasts
• Recreation Spenders

Most Utilized
• Sporting Club
• Airline Brands
26% 6% 41% 25% 1%
• Sport Interest
• Financial Services Shoppers
• Financial Status
• Travel Agents & Booking Sites • Airlines • Hotels, Resorts & Casinos • Tourism • Sports & Fitness Interest
• Household Size
• Employment Area
Regional
Sub-Sector 36% 23% 19% 21%
Breakdown

Note: All percentages by share of annual spend.

Source: Eyeota Audience Marketplace Data (full year 2018)

Sample Oceania Advertiser Strategy

Oceania Reaching Audience Profiles

Tourism Groups* Culture-Seeking to Consider
Explorers
Beach-
goers
Wildlife Pet
Non-Profit Owners
Donors
Wine
Lovers
Gourmet
Home
Food
Cooks
Eaters
*Note: Examples brands only; Cyclists &
actual advertiser blinded. Motorcyclists

10
 Other Travel-Related Marketing Strategies
How are global travel advertisers reaching global consumers?

Come Fly With Me…

Where and how do national travel advertisers
typically target audiences in other countries?

(share of data spend, by target country & audience segment category)

U.S. Ge nera l Interest

23%
Likely to Purcha se
40%
Demograp hic
U.S. Brazil Mexico U.K. Ind ustry
3%
8%
84% 6% 6% 2% Bra nd Intent 9%
All Other 17%

U.K. Likely to Purcha se

18%
Ge nera l Interest

Demograp hic 6%
U.K. France U.S. UAE 7%
47%
So ciod em. Profiles
90% 3% 3% 2% Pro duct Ownership 9%
13%
All Other

Germany Likely to Purcha se

Ge nera l Interest 28% 32%

Germany Belgium Demograp hic

98% 2% So ciod em. Profiles 4%

4%
Ind ustry 7%
25%
All Other

Asia-Pacific Likely to Purcha se 11%

3%
Ge nera l Interest 5%

Singapore Japan Hong Kong Thailand Australia Demograp hic

57% 23% 7% 4% 3% Fun ctio nal Area
19%
62%

All Other

Australia Likely to Purcha se 17%

Ge nera l Interest 31%
6%
Australia NZ U.S. Singapore So ciod em. Profiles

90% 8% 1% 1% Demograp hic 9%

In-market
14%
23%
All Other

Source: Eyeota Audience Marketplace Data (full year 2018)

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About Eyeota
Eyeota is an audience technology platform
that enables the intelligent use of data.

We work with marketers, data owners and

research companies to provide distinct,
comprehensive and qualified audience data.
Our technology platform transforms audience
data so that organizations can make smarter
business decisions, understand customers and
enrich marketing strategies.

Eyeota was founded in 2010 and operates in

Europe, Asia, Australia, and the Americas. For
more information, please visit www.eyeota.com.

Questions about our audience segments?

Ask an Audience Specialist
www.eyeota.com/data-desk
datadesk@eyeota.com

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