As most sectors meet or surpass pre-pandemic benchmarks, the travel industry has moved beyond recovery. A heightened desire for connection and exploration is expected to elevate travel in people’s lives. Inspiring and capturing travel demand remains a priority, with brands embracing strategies to spark interest, prompt action, and build loyalty.
85%
of global travelers plan to take two or more leisure trips in 2023
64%
of global travelers inspired to travel somewhere after seeing it on a TV show, news source, or movie
Across NBCUniversal, travel brands can forge strong emotional connections with target audiences…
161M
Travel Intenders
118M
Frequent Travelers
76M
Luxury Travelers
…resulting in full-funnel impact when advertising on NBCUniversal.
+20%
Brand Recall
+13%
Purchase Consideration
+17K
Additional Searches
Learn how your brand can leverage NBCUniversal’s growing travel audiences.
Travel Category Resources
Additional Resources
Source:
- Reach: H2’21-H1’22, P18+, (UEs based on Total HHs, not TV HHs) TV – Nielsen. C2, Total Day, Reach %, 1 minute qualifier (Incl Syndication; Digital = comScore Video Metrix: Media Metrix. Multi-Platform Data US Only; STV VOD-Canoe Reach and HHs, SNL Kagan using Nielsen VPVH. NBCU Connect based on FW Markets in comScore OTT Intelligence H2’21-H1’22, Pa8+ is 1:1. Peacock based on comScore VMX Jul’21-Jun22. All YouTube data (competitor-specific YT asses and YT Parent-level) is Mobile/Desktop Only (excl CTV). Excludes Apple News. MRI Audience Comps applied to Reach % data – 2023 March Cord Evolution (F22) weighted by Population (000), Base: A18+; NBCU One Platform (Television Channels Or Networks – Any Watching Past 30 Days: BRAVO, CNBC, E!, Golf Channel, MSNBC, NBC, Oxygen, SYFY, Telemundo, Universal Kids, Universo, USA Network, or Cable And Satellite Networks – Watched Online Or Video-On-Demand, using a computer, cell phone, etc: BRAVO Online, CNBC Online, E! Online, Golf Channel Online, MSNBC Online, NBC Online, Oxygen Online, SYFY Online, Telemundo Online, Universal Kids, Universo, USA Network Online, Using Video-On-Demand or Streaming Video Services – Used: Peacock)
- Brand Recall: NBCU measured campaigns via NBCU Ad Impact Database 2017-2022, 12 NBCU measured Travel campaigns. MarketCast. Average performance on NBCU vs. same category norms on competitive networks.
- Purchase Consideration: NBCU measured campaigns via NBCU Ad Impact Database 2017-2022, 13 Brand Impact, 3 Attribution NBCU measured Travel campaigns Custom research, vendors vary. Average of exposed vs. control cells for NBCU.
- Additional Searches: NBCU measured campaigns via NBCU Ad Impact Database 2017-2022, 13 NBCU measured Travel campaigns EDO: SEV = Average incremental volume of searches in five minutes following ads airing on NBCU vs. same brand competitive averages. Ad Multiplier = number of ad units required competitively to generate the same search volume as ads airing on NBCU.