Australian travel & tourism brands increase digital ad spends, says Pathmatics

Australia’s travel and tourism sector has arguably been one of the most impacted industries by border closures, so the international travel announcement on 7 February was met with welcome arms. 

Now, new data from digital marketing intelligence platform, Pathmatics, has revealed which brands have been upping their digital ad spend since the announcement was made.

The study showed there’s been a definite uptick in digital ad spend post-announcement, largely on Facebook ads.

Brands – particularly aviation and cruise brands – quickly jumped on the news, sharing creatives encouraging consumers to book trips abroad.

However, Pathmatics said it’s yet to see accommodation brands such as Airbnb or, or larger airlines such as Qantas and Virgin tap into the welcomed news, likely due to the short timelines in pivoting their existing marketing strategies.

Pathmatics regional director Australia and New Zealand, Eugene Du Plessis, commented on the data: “It’s been a long time coming but Australia’s travel and tourism sector can finally breathe a sigh of relief. The border reopenings will reinvigorate some much-needed life into what has been a struggling sector and brands in this industry will be hard at work pivoting their marketing strategies to take advantage of the news.

“I don’t think many Aussies will need convincing to book holidays but I certainly expect to see digital ad spend in this category skyrocket throughout the rest of February and beyond. Competition for airline and accommodation brands will be fierce and at Pathmatics, we’ll be tracking which brands are advertising what and where to capture the attention of those consumers itching to get overseas.”

Digital ad spenders in travel and tourism February 7-14 2022


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