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The future of tourism: Bridging the labor gap, enhancing customer experience

As travel resumes and builds momentum, it’s becoming clear that tourism is resilient—there is an enduring desire to travel. Against all odds, international tourism rebounded in 2022: visitor numbers to Europe and the Middle East climbed to around 80 percent of 2019 levels, and the Americas recovered about 65 percent of prepandemic visitors 1 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. —a number made more significant because it was reached without travelers from China, which had the world’s largest outbound travel market before the pandemic. 2 “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Recovery and growth are likely to continue. According to estimates from the World Tourism Organization (UNWTO) for 2023, international tourist arrivals could reach 80 to 95 percent of prepandemic levels depending on the extent of the economic slowdown, travel recovery in Asia–Pacific, and geopolitical tensions, among other factors. 3 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. Similarly, the World Travel & Tourism Council (WTTC) forecasts that by the end of 2023, nearly half of the 185 countries in which the organization conducts research will have either recovered to prepandemic levels or be within 95 percent of full recovery. 4 “Global travel and tourism catapults into 2023 says WTTC,” World Travel & Tourism Council (WTTC), April 26, 2023.

Longer-term forecasts also point to optimism for the decade ahead. Travel and tourism GDP is predicted to grow, on average, at 5.8 percent a year between 2022 and 2032, outpacing the growth of the overall economy at an expected 2.7 percent a year. 5 Travel & Tourism economic impact 2022 , WTTC, August 2022.

So, is it all systems go for travel and tourism? Not really. The industry continues to face a prolonged and widespread labor shortage. After losing 62 million travel and tourism jobs in 2020, labor supply and demand remain out of balance. 6 “WTTC research reveals Travel & Tourism’s slow recovery is hitting jobs and growth worldwide,” World Travel & Tourism Council, October 6, 2021. Today, in the European Union, 11 percent of tourism jobs are likely to go unfilled; in the United States, that figure is 7 percent. 7 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022.

There has been an exodus of tourism staff, particularly from customer-facing roles, to other sectors, and there is no sign that the industry will be able to bring all these people back. 8 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022. Hotels, restaurants, cruises, airports, and airlines face staff shortages that can translate into operational, reputational, and financial difficulties. If unaddressed, these shortages may constrain the industry’s growth trajectory.

The current labor shortage may have its roots in factors related to the nature of work in the industry. Chronic workplace challenges, coupled with the effects of COVID-19, have culminated in an industry struggling to rebuild its workforce. Generally, tourism-related jobs are largely informal, partly due to high seasonality and weak regulation. And conditions such as excessively long working hours, low wages, a high turnover rate, and a lack of social protection tend to be most pronounced in an informal economy. Additionally, shift work, night work, and temporary or part-time employment are common in tourism.

The industry may need to revisit some fundamentals to build a far more sustainable future: either make the industry more attractive to talent (and put conditions in place to retain staff for longer periods) or improve products, services, and processes so that they complement existing staffing needs or solve existing pain points.

One solution could be to build a workforce with the mix of digital and interpersonal skills needed to keep up with travelers’ fast-changing requirements. The industry could make the most of available technology to provide customers with a digitally enhanced experience, resolve staff shortages, and improve working conditions.

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Complementing concierges with chatbots.

The pace of technological change has redefined customer expectations. Technology-driven services are often at customers’ fingertips, with no queues or waiting times. By contrast, the airport and airline disruption widely reported in the press over the summer of 2022 points to customers not receiving this same level of digital innovation when traveling.

Imagine the following travel experience: it’s 2035 and you start your long-awaited honeymoon to a tropical island. A virtual tour operator and a destination travel specialist booked your trip for you; you connected via videoconference to make your plans. Your itinerary was chosen with the support of generative AI , which analyzed your preferences, recommended personalized travel packages, and made real-time adjustments based on your feedback.

Before leaving home, you check in online and QR code your luggage. You travel to the airport by self-driving cab. After dropping off your luggage at the self-service counter, you pass through security and the biometric check. You access the premier lounge with the QR code on the airline’s loyalty card and help yourself to a glass of wine and a sandwich. After your flight, a prebooked, self-driving cab takes you to the resort. No need to check in—that was completed online ahead of time (including picking your room and making sure that the hotel’s virtual concierge arranged for red roses and a bottle of champagne to be delivered).

While your luggage is brought to the room by a baggage robot, your personal digital concierge presents the honeymoon itinerary with all the requested bookings. For the romantic dinner on the first night, you order your food via the restaurant app on the table and settle the bill likewise. So far, you’ve had very little human interaction. But at dinner, the sommelier chats with you in person about the wine. The next day, your sightseeing is made easier by the hotel app and digital guide—and you don’t get lost! With the aid of holographic technology, the virtual tour guide brings historical figures to life and takes your sightseeing experience to a whole new level. Then, as arranged, a local citizen meets you and takes you to their home to enjoy a local family dinner. The trip is seamless, there are no holdups or snags.

This scenario features less human interaction than a traditional trip—but it flows smoothly due to the underlying technology. The human interactions that do take place are authentic, meaningful, and add a special touch to the experience. This may be a far-fetched example, but the essence of the scenario is clear: use technology to ease typical travel pain points such as queues, misunderstandings, or misinformation, and elevate the quality of human interaction.

Travel with less human interaction may be considered a disruptive idea, as many travelers rely on and enjoy the human connection, the “service with a smile.” This will always be the case, but perhaps the time is right to think about bringing a digital experience into the mix. The industry may not need to depend exclusively on human beings to serve its customers. Perhaps the future of travel is physical, but digitally enhanced (and with a smile!).

Digital solutions are on the rise and can help bridge the labor gap

Digital innovation is improving customer experience across multiple industries. Car-sharing apps have overcome service-counter waiting times and endless paperwork that travelers traditionally had to cope with when renting a car. The same applies to time-consuming hotel check-in, check-out, and payment processes that can annoy weary customers. These pain points can be removed. For instance, in China, the Huazhu Hotels Group installed self-check-in kiosks that enable guests to check in or out in under 30 seconds. 9 “Huazhu Group targets lifestyle market opportunities,” ChinaTravelNews, May 27, 2021.

Technology meets hospitality

In 2019, Alibaba opened its FlyZoo Hotel in Huangzhou, described as a “290-room ultra-modern boutique, where technology meets hospitality.” 1 “Chinese e-commerce giant Alibaba has a hotel run almost entirely by robots that can serve food and fetch toiletries—take a look inside,” Business Insider, October 21, 2019; “FlyZoo Hotel: The hotel of the future or just more technology hype?,” Hotel Technology News, March 2019. The hotel was the first of its kind that instead of relying on traditional check-in and key card processes, allowed guests to manage reservations and make payments entirely from a mobile app, to check-in using self-service kiosks, and enter their rooms using facial-recognition technology.

The hotel is run almost entirely by robots that serve food and fetch toiletries and other sundries as needed. Each guest room has a voice-activated smart assistant to help guests with a variety of tasks, from adjusting the temperature, lights, curtains, and the TV to playing music and answering simple questions about the hotel and surroundings.

The hotel was developed by the company’s online travel platform, Fliggy, in tandem with Alibaba’s AI Labs and Alibaba Cloud technology with the goal of “leveraging cutting-edge tech to help transform the hospitality industry, one that keeps the sector current with the digital era we’re living in,” according to the company.

Adoption of some digitally enhanced services was accelerated during the pandemic in the quest for safer, contactless solutions. During the Winter Olympics in Beijing, a restaurant designed to keep physical contact to a minimum used a track system on the ceiling to deliver meals directly from the kitchen to the table. 10 “This Beijing Winter Games restaurant uses ceiling-based tracks,” Trendhunter, January 26, 2022. Customers around the world have become familiar with restaurants using apps to display menus, take orders, and accept payment, as well as hotels using robots to deliver luggage and room service (see sidebar “Technology meets hospitality”). Similarly, theme parks, cinemas, stadiums, and concert halls are deploying digital solutions such as facial recognition to optimize entrance control. Shanghai Disneyland, for example, offers annual pass holders the option to choose facial recognition to facilitate park entry. 11 “Facial recognition park entry,” Shanghai Disney Resort website.

Automation and digitization can also free up staff from attending to repetitive functions that could be handled more efficiently via an app and instead reserve the human touch for roles where staff can add the most value. For instance, technology can help customer-facing staff to provide a more personalized service. By accessing data analytics, frontline staff can have guests’ details and preferences at their fingertips. A trainee can become an experienced concierge in a short time, with the help of technology.

Apps and in-room tech: Unused market potential

According to Skift Research calculations, total revenue generated by guest apps and in-room technology in 2019 was approximately $293 million, including proprietary apps by hotel brands as well as third-party vendors. 1 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. The relatively low market penetration rate of this kind of tech points to around $2.4 billion in untapped revenue potential (exhibit).

Even though guest-facing technology is available—the kind that can facilitate contactless interactions and offer travelers convenience and personalized service—the industry is only beginning to explore its potential. A report by Skift Research shows that the hotel industry, in particular, has not tapped into tech’s potential. Only 11 percent of hotels and 25 percent of hotel rooms worldwide are supported by a hotel app or use in-room technology, and only 3 percent of hotels offer keyless entry. 12 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. Of the five types of technology examined (guest apps and in-room tech; virtual concierge; guest messaging and chatbots; digital check-in and kiosks; and keyless entry), all have relatively low market-penetration rates (see sidebar “Apps and in-room tech: Unused market potential”).

While apps, digitization, and new technology may be the answer to offering better customer experience, there is also the possibility that tourism may face competition from technological advances, particularly virtual experiences. Museums, attractions, and historical sites can be made interactive and, in some cases, more lifelike, through AR/VR technology that can enhance the physical travel experience by reconstructing historical places or events.

Up until now, tourism, arguably, was one of a few sectors that could not easily be replaced by tech. It was not possible to replicate the physical experience of traveling to another place. With the emerging metaverse , this might change. Travelers could potentially enjoy an event or experience from their sofa without any logistical snags, and without the commitment to traveling to another country for any length of time. For example, Google offers virtual tours of the Pyramids of Meroë in Sudan via an immersive online experience available in a range of languages. 13 Mariam Khaled Dabboussi, “Step into the Meroë pyramids with Google,” Google, May 17, 2022. And a crypto banking group, The BCB Group, has created a metaverse city that includes representations of some of the most visited destinations in the world, such as the Great Wall of China and the Statue of Liberty. According to BCB, the total cost of flights, transfers, and entry for all these landmarks would come to $7,600—while a virtual trip would cost just over $2. 14 “What impact can the Metaverse have on the travel industry?,” Middle East Economy, July 29, 2022.

The metaverse holds potential for business travel, too—the meeting, incentives, conferences, and exhibitions (MICE) sector in particular. Participants could take part in activities in the same immersive space while connecting from anywhere, dramatically reducing travel, venue, catering, and other costs. 15 “ Tourism in the metaverse: Can travel go virtual? ,” McKinsey, May 4, 2023.

The allure and convenience of such digital experiences make offering seamless, customer-centric travel and tourism in the real world all the more pressing.

Three innovations to solve hotel staffing shortages

Is the future contactless.

Given the advances in technology, and the many digital innovations and applications that already exist, there is potential for businesses across the travel and tourism spectrum to cope with labor shortages while improving customer experience. Process automation and digitization can also add to process efficiency. Taken together, a combination of outsourcing, remote work, and digital solutions can help to retain existing staff and reduce dependency on roles that employers are struggling to fill (exhibit).

Depending on the customer service approach and direct contact need, we estimate that the travel and tourism industry would be able to cope with a structural labor shortage of around 10 to 15 percent in the long run by operating more flexibly and increasing digital and automated efficiency—while offering the remaining staff an improved total work package.

Outsourcing and remote work could also help resolve the labor shortage

While COVID-19 pushed organizations in a wide variety of sectors to embrace remote work, there are many hospitality roles that rely on direct physical services that cannot be performed remotely, such as laundry, cleaning, maintenance, and facility management. If faced with staff shortages, these roles could be outsourced to third-party professional service providers, and existing staff could be reskilled to take up new positions.

In McKinsey’s experience, the total service cost of this type of work in a typical hotel can make up 10 percent of total operating costs. Most often, these roles are not guest facing. A professional and digital-based solution might become an integrated part of a third-party service for hotels looking to outsource this type of work.

One of the lessons learned in the aftermath of COVID-19 is that many tourism employees moved to similar positions in other sectors because they were disillusioned by working conditions in the industry . Specialist multisector companies have been able to shuffle their staff away from tourism to other sectors that offer steady employment or more regular working hours compared with the long hours and seasonal nature of work in tourism.

The remaining travel and tourism staff may be looking for more flexibility or the option to work from home. This can be an effective solution for retaining employees. For example, a travel agent with specific destination expertise could work from home or be consulted on an needs basis.

In instances where remote work or outsourcing is not viable, there are other solutions that the hospitality industry can explore to improve operational effectiveness as well as employee satisfaction. A more agile staffing model  can better match available labor with peaks and troughs in daily, or even hourly, demand. This could involve combining similar roles or cross-training staff so that they can switch roles. Redesigned roles could potentially improve employee satisfaction by empowering staff to explore new career paths within the hotel’s operations. Combined roles build skills across disciplines—for example, supporting a housekeeper to train and become proficient in other maintenance areas, or a front-desk associate to build managerial skills.

Where management or ownership is shared across properties, roles could be staffed to cover a network of sites, rather than individual hotels. By applying a combination of these approaches, hotels could reduce the number of staff hours needed to keep operations running at the same standard. 16 “ Three innovations to solve hotel staffing shortages ,” McKinsey, April 3, 2023.

Taken together, operational adjustments combined with greater use of technology could provide the tourism industry with a way of overcoming staffing challenges and giving customers the seamless digitally enhanced experiences they expect in other aspects of daily life.

In an industry facing a labor shortage, there are opportunities for tech innovations that can help travel and tourism businesses do more with less, while ensuring that remaining staff are engaged and motivated to stay in the industry. For travelers, this could mean fewer friendly faces, but more meaningful experiences and interactions.

Urs Binggeli is a senior expert in McKinsey’s Zurich office, Zi Chen is a capabilities and insights specialist in the Shanghai office, Steffen Köpke is a capabilities and insights expert in the Düsseldorf office, and Jackey Yu is a partner in the Hong Kong office.

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How Travel Brands Are Approaching TV Advertising Now

Dennis Schaal, Skift

March 27th, 2020 at 4:00 PM EDT

Most travel brands aren't doing TV or much of any advertising now because of the pandemic. But for the ones still broadcasting spots, they'd better be very clever in terms of sensitivities, or risk brand damage.

While some travel sectors such as airlines have virtually eliminated U.S. national TV advertising because of the coronavirus pandemic, there are some companies that are outliers in that they quickly pivoted their spots, or keep running the routine ads at the risk of brand damage.

ISpot.tv , the U.S. television advertising analytics firm, looked at March national TV advertising in the United States through the 22nd of the month, and found that:

• Airlines were all but absent from U.S. TV as of March 11.
• Online travel agencies including Hotels.com, Trivago, Expedia and Travelocity (all Expedia Group brands), Vuelosymas.com , and all others saw their TV advertising fall 67.5 percent to $17.3 million on 9,000 airings during the period.
•  Cruise lines had been on pace for a larger-spending March in 2020 than the same month in 2019, but in the March 15-22 period spent just a little more than $28,000 on TV ads.
• Hotel brands spent $13.6 million on TV ads through March 22, but just $1.9 million in the week ending March 22.
• Theme park U.S. national TV ads fell 42.7 percent to $10.6 million, including only $3.8 million since the National Basketball Association suspended the season March 11.

“We didn’t feel the tone of our usual advertising was right for the current environment,” said Hotels.com spokesperson Jennifer Dohm. “For the airtime we had remaining, we opted for a message that reinforces the guidance to stay home.”

Hotels.com is on pace to spend more on U.S. national TV in March than it did during March 2019, when it spent $9.7 million, according to iSpot.tv estimates. It spent nearly $3 million on TV ads, with the majority on reality TV and movies, from March 11-22.

Meanwhile, sister brand Expedia.com, was still running its For Everyone TV ad on Friday, for example. Expedia didn’t immediately respond to a request for comment.

A source close to Expedia said its ad buys are almost entirely wound down with a few short-term exceptions.

Get the Latest on Coronavirus and the Travel Industry on Skift’s Liveblog

Booking.com, which competes with Expedia and Hotels.com, appears to have suspended running U.S. national TV ads at the end of January, although it has a new chief marketing officer  trying to improve its brand advertising so going off the air isn’t necessarily totally coronavirus-related.

Choice Phasing out ads

In the hotel arena, with many iconic properties such as the Hilton New York Midtown and newcomers like Public New York suspending operations, Choice Hotels “was the only hotel brand really showing up on national live linear TV by the latter half of the week  (March 16-22), picking up impressions largely on Fox News,” according to iSpot.tv. Linear TV has no navigational capabilities such as do on-demand movies and TV.

Choice Hotels was still running this TV ad, Our Business is You, Family Time,” as of Thursday. The ad hypes up family time at its Comfort Inn, and the advantages of direct booking for all Choice brands.

Choice Hotels was the biggest spender, $2.6 million, among hotels on U.S. national TV through March 22, according to iSpot.tv.

“Like many in our industry, we’ve been reevaluating our marketing plans and have pulled back our advertising spend across the board at this time,” Choice Hotels said in a statement. “This includes cutting national TV for our master brand campaign, “Our Business is You,” for now. It takes some time to de-traffic ads, which is why you may have seen one yesterday.”

Skift also noticed Sandals Resorts running ads such as One of a Kind , touting its over-the-water villas in the Caribbean at a 65 percent discount as of Wednesday, although this could have been a local, not a national TV ad.

“Sandals has gone dark and has not placed any ads,” said a spokesperson. “It’s possible there could be some backlog, aggregated from a cable network because it’s a consortium and not a national buy.”

Airline spending actually increased 73 percent to a modest $660,000 March 1-18 before they ceased almost all advertising a week earlier because of the pandemic, isSpot.tv stated.

“Delta did a push around Super Tuesday ,” iSpot.tv stated, but since then there have been mostly local ads from Allegiant and private jet outfits.

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Tags: advertising , airlines , choice hotels , coronavirus , cruise , expedia , hotels.com , marketing , theme parks , tv

Photo credit: Hotels.com's Captain Obvious in its COVID-19 Social Distancing TV commercial. The company pivoted its advertising because of the pandemic. Hotels.com

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The State of the Travel Industry in 2023: Current Trends and Future Outlook

Kentucky chamber ceo: we must protect the free enterprise system, how franchising can help fuel the american dream, microsoft president: responsible ai development can drive innovation, suzanne clark's 2024 state of american business remarks, rhythms of success: the free enterprise tune of a small business.

January 12, 2023

Featured Guest

Tony Capuano CEO, Marriott International, Inc.

Chip Rogers President & CEO, American Hotel & Lodging Association (AHLA)

As COVID-19 restrictions have continued to ease, the travel and hospitality industries have seen a resurgence in customers. Companies like Marriott have seen percentage increases in revenue and rate, even topping pre-pandemic levels.

During the U.S. Chamber of Commerce’s 2023 State of American Business event, Chip Rogers, President and CEO of the American Hotel and Lodging Association , and Tony Capuano, CEO of Marriott International, Inc. , sat down for a fireside chat. Read on for their insights on the post-COVID state of the travel industry, a shifting customer base, and the outlook for 2023 and beyond.

2022 Demonstrated the Power and Resilience of Travel

After declines amid the pandemic, 2022 brought about a positive recovery for the travel industry.

“[2022] reminded us of the power and resilience of travel,” said Capuano. “If you look at the forward bookings through the holiday season, [you’ll see] really strong and compelling numbers … so we’re really encouraged.”

“The only caveat I would give you about that optimism is, as you know, the booking windows are much shorter than we’ve seen them in a pre-pandemic world,” he added. “So those trends can change more quickly than we’re accustomed to."

The ‘Regular’ Customer Segments Are Shifting

At the start of pandemic recovery, industry leaders believed leisure travel would lead travel recovery, with business travel closely behind and group travel at a distant third, according to Capuano. While some of those predictions have held, others have shifted.

“Leisure [travel] continues to be exceedingly strong, and group [travel] has surprised to the upside,” he explained. “Business travel is perhaps the tortoise in this ‘Tortoise and the Hare,’ slow-and-steady recovery.”

However, Capuano noted customer segments are becoming less and less strictly defined.

“[There’s] this trend we've seen emerge over the pandemic of blended trip purpose … [where] more and more folks are combining leisure and business travel,” he said. “If this has staying power, I think it’s absolutely a game changer, as we get back to normal business travel and hopefully maintain that leisure travel.”

To accommodate this shifting demand, Marriott has focused on expanding offerings to accommodate both the business and leisure sides of travelers’ trips.

“[We’ve had] a very big focus on [expanding bandwidth], so that if [we’ve] got 300 rooms full of guests on Zoom calls simultaneously, we’ve got the bandwidth to cover it,” Capuano added. “[We’re also] being more thoughtful about fitness, leisure, and food and beverage offerings — and having the flexibility to pivot those offerings as somebody sheds their business suit on Thursday and changes into shorts and flip flops for the weekend.”

2023 Offers Hope for Continued Growth in the Travel and Hospitality Sectors

As the travel and hospitality sectors continue to grow and shift in the post-pandemic era, Capuano shared reasons for optimism in 2023.

“Number one, it's our people,” he emphasized. “When you see their passion, their enthusiasm, their resilience, their creativity, and just how joyful they are to have their hotels full again … it's hard not to be filled with optimism.”

“If you look at how far the industry has come over the last few years,” Capuano continued, “any lingering doubts folks may have had about the resilience of travel — and about the passion that the general public has to explore cities and countries — it's hard not to be excited about the future of our industry.”

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The 75+ Best Travel TV Shows Sure To Give You The Travel Bug

Embarking on a virtual journey through the vast world of television reveals an exciting genre that has been inspiring wanderlust for decades: travel shows. These wondrous shows, spanning from educational documentaries to entertaining reality series, take audiences on a globe-trotting adventure right from their living room. Through vibrant imagery, engaging storytelling, and exuberant hosts, viewers get to experience the thrill of exploration and discovery without leaving their couch.

Travel shows are more than just prime-time escapism; they're a celebration of our diverse planet and its fascinating cultures. The magic of these programs lies in their ability to showcase stunning landscapes unknown to some and present a plethora of unique experiences - from tasting exotic foods to navigating unfamiliar terrains. Whether it's relishing the spice-infused dishes of Southeast Asia or tracing the footsteps of ancient civilizations in Europe, these shows captivate audiences with their rich narrative and visual allure.

Shows like Parts Unknown and Departures stand as paragons of the genre, cleverly blending travelogue and documentary to engage audiences. Parts Unknown , hosted by the late Anthony Bourdain, serves as a culinary compass pointing to remote corners of the world. On the other hand, Departures exhibits the art of backpacking, veering off the beaten path, and embracing serendipity. Other notable mentions like An Idiot Abroad , Anthony Bourdain: No Reservations , and Bizarre Foods with Andrew Zimmern , offer a gamut of perspectives – from humorously honest to culturally sensitive, and are available for viewers eager to embark on these viewing voyages, to be viewed across streaming options across platforms like Netflix, Hulu, Amazon Prime, Disney+, Paramount+, and Max.

The best travel television shows offer a passport to the world, opening doors to places both renowned and obscure. They shine a spotlight on the world's diversity and challenge viewers to see beyond their backyard. So, let those engines of curiosities roar and embrace the thrill of discovery as you delve into these travelogues, each one a unique postcard from the farthest reaches of the globe.

Departures is a masterpiece of travel television, immersing viewers in an authentic and raw exploration of various cultures, landscapes, and human connections. The show's hosts, Scott Wilson and Justin Lukach, offer a genuine and relatable portrayal of two friends embarking on a journey around the globe, making viewers feel like they are right there with them. With its brilliant cinematography and engrossing storytelling, Departures  showcases the transformative power of travel, creating an undeniable sense of wanderlust in all who watch. More than just a typical travelogue, this series delves into the heart of cultural experiences, leaving viewers inspired to take their own adventures.

Is Departures Worth Your Time?

Parts Unknown

Anthony Bourdain: Parts Unknown remains a trailblazer among travel shows, thanks to its unapologetic and thought-provoking examination of often-overlooked destinations. Bourdain's passion for exploring the world, combined with his innate curiosity and respect for other cultures, truly sets this show apart from its contemporaries. Through intimate conversations with locals and immersive culinary experiences, Parts Unknown  expertly intertwines the themes of food, culture, and travel, revealing the interconnected nature of humanity. With its mesmerizing storytelling and rich cultural insights, this groundbreaking series leaves viewers yearning for a deeper understanding of the world.

Is Anthony Bourdain: Part... Worth Your Time?

Anthony Bourdain: No Reservations

With Anthony Bourdain: No Reservations , viewers are treated to a unique blend of culinary curiosity, cultural immersion, and a healthy dose of humor. Bourdain's willingness to jump headfirst into any experience, from sharing a meal with a tribal community to facing his fears in a haunted Romanian forest, highlights the transformative nature of travel. No Reservations  artfully showcases how culture and cuisine inform one another, as Bourdain uncovers the hidden stories and flavors of each destination. The show's marriage of culinary delights and globe-trotting adventure will leave viewers hungry for their own epicurean escapades.

Is Anthony Bourdain: No R... Worth Your Time?

The Layover

In The Layover , Anthony Bourdain takes viewers on a whirlwind tour of cities around the world, making the most of the limited timeframe a layover provides. By showcasing the best each destination has to offer in just 24 to 48 hours, the show highlights the importance of embracing spontaneity and flexibility in travel. Bourdain's charismatic personality and insider tips make him the ultimate travel companion, proving that meaningful experiences can be had even in the briefest of moments. With its fast-paced adventures and hidden gems, The Layover  inspires viewers to seize every opportunity for exploration, no matter how fleeting.

Is The Layover Worth Your Time?

Travels in Europe with Rick Steves

Travels in Europe with Rick Steves stands out as a quintessential travel show that effortlessly transports viewers to the continent's most iconic destinations. Steves' genuine enthusiasm for European history and culture, paired with his expert guidance, helps demystify foreign travel for beginners while also captivating experienced globetrotters. Through engaging storytelling and valuable travel tips, the show encourages viewers to connect with locals and immerse themselves in authentic experiences. Travels in Europe with Rick Steves  is a must-watch for those looking to explore Europe with both reverence and curiosity.

Is Travels in Europe with... Worth Your Time?

An Idiot Abroad

An Idiot Abroad offers a refreshingly irreverent take on travel, delivering equal parts humor and cultural insight. Following Karl Pilkington, a reluctant traveler with a penchant for comedic grumbling, the series documents his experiences exploring the world at the insistence of his friends, Ricky Gervais and Stephen Merchant. The show cleverly juxtaposes Pilkington's unconventional perspective with the rich tapestry of global cultures, resulting in a truly unique and entertaining travelogue. With its offbeat humor and endearing protagonist, An Idiot Abroad  showcases the transformative potential of travel, even for the most skeptical of sojourners.

Is An Idiot Abroad Worth Your Time?

• # 63 of 110 on The Best British Sitcoms of All Time, Ranked
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Insomniac with Dave Attell

Insomniac with Dave Attell dives headfirst into the captivating world of nocturnal exploration, shedding light on the unique experiences and characters that come to life after dark. Hosted by comedian Dave Attell, the show unearths the hidden gems of nightlife around the globe, from bustling city centers to remote rural haunts. In each destination, Attell engages with locals and seeks out the bizarre, the unexpected, and the downright hilarious, highlighting the importance of embracing spontaneity in travel. Insomniac with Dave Attell  reveals a world typically hidden from tourists' eyes, inspiring viewers to embrace the unexpected during their own night-time adventures.

Is Insomniac with Dave At... Worth Your Time?

Globe Trekker

Globe Trekker has earned its place among the best travel shows, thanks to its engaging hosts, stunning cinematography, and unrivaled cultural insights. Venturing off the beaten path, the series exposes viewers to lesser-known destinations and traditions, fostering a deeper understanding of the world's diverse cultures. With its rotating cast of enthusiastic hosts, Globe Trekker  highlights the importance of embracing new experiences and remaining open to learning from others. Packed with adventure, heart, and valuable knowledge, this iconic series leaves viewers eager to embark on their own globe-trotting expeditions.

Is Globe Trekker Worth Your Time?

Bizarre Foods with Andrew Zimmern

Bizarre Foods with Andrew Zimmern is a tantalizing feast for the senses that takes viewers on a culinary journey unlike any other. Host Andrew Zimmern expertly weaves together the worlds of food and travel, exploring fascinating cultures through their most unusual dishes. Encouraging open-mindedness and curiosity, Zimmern demonstrates that seemingly bizarre foods are often integral to a culture's identity and history. With its mouth-watering cuisine and captivating storytelling, Bizarre Foods with Andrew Zimmern  reveals the delicious potential for discovery when travelers venture beyond their comfort zones.

Is Bizarre Foods with And... Worth Your Time?

Michael Palin: Around the World in 80 Days

Taking inspiration from Jules Verne's classic novel, Michael Palin: Around the World in 80 Days  chronicles the host's exhilarating attempt to circumnavigate the globe in just 80 days – without air travel. Palin's charming wit, affable nature, and determination make him an ideal travel companion, as he explores diverse cultures and overcomes numerous challenges. The series ingeniously marries the thrilling adventure of global exploration with the timeless appeal of a literary classic, encapsulating the true spirit of wanderlust. Around the World in 80 Days  captivates viewers with its unforgettable journey, proving that the spirit of adventure is alive and well.

Is Michael Palin: Around ... Worth Your Time?

Full Circle with Michael Palin

In Full Circle with Michael Palin , viewers are treated to a breathtaking journey around the Pacific Rim, guided by the inimitable charm and wit of the beloved host. Palin immerses himself in the diverse cultures, landscapes, and histories of the region, highlighting the interconnectedness of humanity along the way. The show excels in showcasing the beauty and wonder of travel, inspiring viewers to look beyond their own borders and embrace the spirit of global exploration. With its captivating storytelling and stunning visuals, Full Circle with Michael Palin  provides an unforgettable voyage for all who join the adventure.

Is Full Circle with Micha... Worth Your Time?

Passport to Europe

Passport to Europe whisks viewers away on an enchanting tour of the continent's most captivating cities and landscapes, guided by the delightful Samantha Brown. With her infectious enthusiasm, Brown expertly navigates each destination's cultural nuances, blending sightseeing highlights with hidden gems and local experiences. The show strikes a perfect balance between practical travel advice and immersive storytelling, inspiring viewers to embark on their own European adventures. Passport to Europe  is a must-watch for those looking to discover the charm and allure of this storied continent with an engaging and knowledgeable host.

Is Passport to Europe Worth Your Time?

As the name suggests, Raw Travel  delivers an unfiltered and authentic look at the world, delving deeper into local cultures and their unique stories. With its focus on sustainable tourism and human connections, the show offers a refreshing departure from the typical travelogue, encouraging viewers to travel with a purpose. By showcasing off-the-beaten-path destinations and experiences, Raw Travel  fosters a newfound appreciation for the rich tapestry of human cultures and traditions. This thought-provoking series is sure to ignite the wanderlust in even the most seasoned travelers, inspiring them to seek out more meaningful and transformative journeys.

Is Raw Travel Worth Your Time?

Samantha Brown's Great Weekends

Samantha Brown's Great Weekends offers viewers an engaging and attainable approach to travel, with host Samantha Brown curating the ultimate weekend getaways across North America. Brown's warm personality and keen eye for unique experiences make her the perfect guide, ensuring that each adventure feels both exciting and accessible. The show's focus on shorter trips highlights the importance of seizing opportunities for exploration, no matter how limited one's time may be. With its invigorating mix of exhilarating activities, stunning locales, and valuable travel tips, Samantha Brown's Great Weekends  proves that unforgettable adventures are closer than you think.

Is Samantha Brown's Great... Worth Your Time?

Pole to Pole

In Pole to Pole , Michael Palin embarks on yet another extraordinary journey, traveling from the North Pole to the South Pole along the 30-degree East line of longitude. As he traverses an array of countries, cultures, and landscapes, Palin's characteristic wit and warmth shine through, making him an ideal travel companion. The show skillfully demonstrates the diversity and beauty of our planet while highlighting the shared human experiences that bridge geographical divides. With its stirring storytelling and awe-inspiring visuals, Pole to Pole  is a testament to the transformative power and endless wonder of travel.

Is Pole to Pole Worth Your Time?

Dark Tourist

Dark Tourist delves into the intriguing and often macabre world of dark tourism, as host David Farrier explores destinations with morbid, tragic, or controversial histories. The show offers an unflinching look at the darker side of travel, challenging viewers to confront uncomfortable truths and question their own fascination with the grotesque and macabre. Through immersive storytelling and candid conversations with locals and fellow tourists, Dark Tourist  examines the ethical implications of dark tourism and the complex emotions such experiences evoke. This thought-provoking series will leave viewers contemplating the limits of their curiosity and the true nature of the human experience.

Is Dark Tourist Worth Your Time?

The Thirsty Traveler

The Thirsty Traveler takes viewers on a spirited tour of the world, delving into the history, culture, and production behind various alcoholic beverages. Host Kevin Brauch's engaging personality and passion for libations make for a captivating and informative journey, as he explores the local customs and flavors associated with each drink. Through lively interactions with local experts and immersive experiences, the show highlights the central role beverages play in bringing people together across cultures. The Thirsty Traveler  is a unique and intoxicating blend of travel, history, and culinary exploration, sure to leave viewers thirsting for more.

Is The Thirsty Traveler Worth Your Time?

The Amazing Race

As one of the quintessential travel shows, The Amazing Race  delivers an adrenaline-pumping blend of competition, adventure, and global exploration. The Emmy Award-winning series pits teams against each other in a race around the world, challenging them with physical, mental, and cultural obstacles. The show's breakneck pace and high-stakes challenges offer an exciting, albeit unconventional, look at the dizzying array of cultures, languages, and landscapes the world has to offer. The Amazing Race  ultimately celebrates the spirit of adventure and perseverance, inspiring viewers to step outside their comfort zones and embrace the thrill of the unknown.

Is The Amazing Race Worth Your Time?

• Dig Deeper... The Most Hateful Amazing Race Teams of All Time
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• # 269 of 302 on The Best TV Shows Of The Past 20 Years

Travels to the Edge with Art Wolfe

Travels to the Edge with Art Wolfe transports viewers to some of the most remote and breathtaking locations on Earth, offering a rare glimpse into the stunning beauty and fragile ecosystems of our planet. Acclaimed photographer Art Wolfe's keen eye and passion for conservation make him an exceptional guide, as he captures the essence of each destination through his lens. The show masterfully intertwines adventure, exploration, and environmental awareness, encouraging viewers to appreciate the natural wonders that lie just beyond the beaten path. With its awe-inspiring images and thought-provoking messages, Travels to the Edge with Art Wolfe  is a powerful reminder of the interconnectedness of our world and the importance of protecting it.

Is Travels to the Edge wi... Worth Your Time?

Long Way Round

In Long Way Round , viewers are taken on an exhilarating and challenging motorcycle journey across continents, as actor Ewan McGregor and his best friend Charley Boorman embark on the adventure of a lifetime. The series intimately documents their trials and triumphs, offering a raw and authentic portrayal of friendship, determination, and the transformative power of travel. As the duo navigates diverse terrains and cultural encounters, the breathtaking scenery and unforgettable experiences serve as reminders of the boundless possibilities for exploration and personal growth. Long Way Round  is essential viewing for those seeking a compelling narrative of adventure, camaraderie, and perseverance in the face of adversity.

Is Long Way Round Worth Your Time?

Lonely Planet Six Degrees

Lonely Planet Six Degrees offers a fresh and engaging approach to travel, as hosts Asha Gill and Toby Amies immerse themselves in the local culture and connect with fascinating individuals at each destination. The show's underlying theme - that we are all connected through a mere six degrees of separation - highlights the shared human experiences that transcend geographical boundaries. Through captivating storytelling and insightful interactions, Lonely Planet Six Degrees  encourages viewers to approach travel with an open mind and a desire to forge meaningful connections. With its unique format and thought-provoking premise, this groundbreaking series is a must-watch for those looking to experience the world in a more personal and profound way.

Is Lonely Planet Six Degr... Worth Your Time?

Dhani Tackles the Globe

Dhani Tackles the Globe combines the worlds of sports, travel, and adventure, as former NFL linebacker Dhani Jones sets out to master various traditional sports around the world. The show offers a fresh and energetic take on global exploration, with Jones' athletic prowess and enthusiasm for new experiences making him an engaging host. Through his immersion in each region's unique sports culture, Jones fosters meaningful connections with local communities and explores the values, traditions, and history that shape these time-honored activities. Dhani Tackles the Globe  is an inspiring celebration of the universal language of sports and the untold stories that unite us all.

Is Dhani Tackles the Glob... Worth Your Time?

Booze Traveler

Booze Traveler offers viewers an intoxicating blend of travel, history, and culture as host Jack Maxwell embarks on a global quest to uncover the stories behind the world's most iconic drinks. With his affable demeanor and insatiable curiosity, Maxwell expertly showcases the inextricable link between alcoholic beverages and the cultures that produce them. The show skillfully balances immersive experiences, engaging storytelling, and fascinating historical insights, revealing the myriad ways in which alcohol has shaped human civilization throughout history. Booze Traveler  is a spirited journey, sure to delight viewers with its unique perspective on global libations and their storied pasts.

Is Booze Traveler Worth Your Time?

Michael Palin's Hemingway Adventure

Michael Palin's Hemingway Adventure follows the beloved British adventurer as he retraces the footsteps of iconic author Ernest Hemingway, exploring the places and experiences that shaped his life and work. Palin's wit, charm, and genuine interest in Hemingway's story make for a fascinating and enjoyable journey, as he delves into the writer's complex psyche and uncovers the locations that inspired some of his most famous literary works. The show elegantly combines travel, literature, and biography, offering viewers a unique look at the world through Hemingway's eyes. With its captivating storytelling and insightful discoveries, Michael Palin's Hemingway Adventure  is a literary pilgrimage that will inspire and enchant viewers in equal measure.

Is Michael Palin's Heming... Worth Your Time?

Gordon Ramsay: Uncharted

In Gordon Ramsay: Uncharted , the world-renowned chef embarks on an exhilarating journey to uncover the globe's most exotic and undiscovered flavors. Ramsay's unparalleled passion for food and bold sense of adventure make him the perfect guide, as he braves remote locations, diverse cultures, and extreme conditions in pursuit of culinary excellence. The show masterfully combines exhilarating adventures, immersive storytelling, and captivating cultural insights, showcasing the transformative power of food as a bridge between people and cultures. With its thrilling escapades and tantalizing tastes, Gordon Ramsay: Uncharted  inspires viewers to broaden their culinary horizons and embrace the vast tapestry of global flavors that await them.

Is Gordon Ramsay: Unchart... Worth Your Time?

• # 28 of 679 on The Best New Reality TV Shows of the Last Few Years
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Expedition Unknown

Expedition Unknown takes audiences on a thrilling and informative journey through history, mystery, and adventure, with host Josh Gates uncovering the world's greatest legends and forgotten stories. Gates' charisma, humor, and expertise make him an ideal companion on this quest for knowledge, as he ventures off the beaten path to unearth fascinating tales and enduring mysteries. The show brilliantly merges history, archaeology, and travel, providing viewers with a unique and engrossing peek into the past while sparking an insatiable curiosity to learn more. Expedition Unknown  is a compelling, thought-provoking, and entertaining exploration of the unknown, proving that the world is still full of untold stories waiting to be discovered.

Is Expedition Unknown Worth Your Time?

• # 205 of 736 on The 600+ Best Reality TV Shows Of All Time
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Travel Man: 48 Hours in...

Travel Man: 48 Hours in... offers a unique and entertaining approach to city breaks, as host Richard Ayoade is joined by a celebrity guest to explore exciting destinations around the world. The show's fast-paced format, dry humor, and quirky insights provide a fresh take on traditional travelogues, proving that meaningful experiences can be had in just 48 hours. Ayoade's keen eye for hidden gems and offbeat experiences encourages viewers to step outside the well-trodden tourist path and embrace the unexpected delights that each city has to offer. With its engaging blend of humor, adventure, and unconventional wisdom, Travel Man: 48 Hours in...  is essential viewing for those with limited time and boundless curiosity.

Is Travel Man: 48 Hours i... Worth Your Time?

The Getaway

The Getaway combines the thrill of travel with the allure of celebrity, as famous faces guide viewers on a tour of their favorite global destinations. Each episode features a different celebrity host, offering unique perspectives and experiences tailored to their personal tastes and interests. The show expertly balances cultural insights, local tips, and luxurious recommendations, providing viewers with a distinctive and aspirational look at the world's most desirable locales. With its glamorous spin on travel and insider access to the lives of the rich and famous, The Getaway  is a captivating journey that will leave viewers longing for their next escape.

Is The Getaway Worth Your Time?

Better Late Than Never

In Better Late Than Never , viewers join four iconic personalities - William Shatner, Henry Winkler, Terry Bradshaw, and George Foreman - as they embark on a whirlwind adventure across Asia. The show's unique blend of unscripted humor, genuine camaraderie, and cultural exploration offers a fresh and entertaining twist on the traditional travelogue. As the seasoned celebrities navigate their way through unfamiliar customs, languages, and experiences, they demonstrate that it's never too late to embrace the unknown and embark on new adventures. With its heartwarming friendships, comedic mishaps, and inspiring ethos, Better Late Than Never  proves that the spirit of discovery knows no age limit.

Is Better Late Than Never... Worth Your Time?

Journeys In India

Journeys in Africa transports viewers to the heart of this vast and diverse continent, showcasing its stunning landscapes, unique wildlife, and rich cultural heritage. Host Bill Ball explores Africa's most remote and fascinating places, sharing his deep knowledge and passion for the region with audiences. The show's captivating visuals, engaging storytelling, and immersive experiences offer an unparalleled glimpse into the beauty, complexity, and resilience of Africa's ecosystems and communities. Journeys in Africa  is a must-watch for nature enthusiasts, adventure-seekers, and anyone yearning to explore the breathtaking wonders of this extraordinary continent.

Is Journeys in Africa Worth Your Time?

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How technology has transformed the travel industry

There has been a digital revolution for holidaymakers, and technological advances may see increased personalisation take off

At the turn of this century, planning a holiday might have entailed a visit to the local travel agent. Or for the more adventurous traveller armed with a well-thumbed guidebook, relying on trusted word-of-mouth recommendations to set their travel agenda. Today, thanks to breakthroughs in technology and high-speed internet, travellers can book their own flight and hotels online, choose to stay in a stranger’s house, and rather than entering that unfamiliar restaurant with trepidation, search online reviews on their mobile while connected to the hotel Wi-Fi.

“Digitalisation has given us choice in a big way,” says Tamara Lohan, co-founder and chief technology officer at boutique hotels website Mr & Mrs Smith . “More people are travelling than ever before, and companies like Airbnb encourage younger people to explore sooner, and in a more cost-effective way. Technology has also given us more information on the place we are going than ever before. Want to know if there is an artisan chocolatier close to your hotel in Amsterdam? Well, now you can – in seconds.”

In the digital age, we’ve become a generation of DIY travellers who plan, manage and book travel online. So what has this meant for businesses in the travel industry?

For travel agents, the rise of digital has severely disrupted the industry. “Traditional travel distribution in which high street travel agencies played a dominant role was revolutionised with online travel agencies and direct distribution through airlines and hotels’ websites acquiring a key role,” explains Angelo Rossini, contributing analyst at Euromonitor International .

“Low-cost carriers and online travel agencies were the clear winner of the online travel revolution over the past 15 years, changing the way today consumers plan and book their trips. Tour operators suffered the rise of independent travel and are today embracing the online and mobile channels in order to stay competitive,” says Rossini.

While the internet killed off many high street travel agents, others have been forced to adapt to a very changing marketplace, with many embracing the internet by introducing online bookings.

“As part of our omnichannel strategy, Thomas Cook has seen the need to make sure our customers can be served in a seamless way through whatever channel they wish – online through mobile, tablet, desktop or offline in a store or over the phone,” says its group head of digital operations, Graham Cook. The company has stepped up its digital innovation of late, even introducing virtual reality experiences across select stores.

One of the biggest disruptors to the travel industry has of course been Airbnb , which spurred the launch of other similar online-only companies such as One Fine Stay . Thanks to the rise of such sharing-economy companies we’re more likely to book a room in a stranger’s house, with 9% of UK and US travellers having rented space in a private home or apartment.

“The digital revolution has impacted almost everything in the world as we know it,” says James McClure, country manager for UK and Ireland at Airbnb . “In Airbnb’s case, technology has also brought tradition into the mainstream. The concept of staying in people’s homes when travelling is not a new one and dates back many centuries, but what technology has been able do is accelerate this to a fast-moving and easily-accessible global phenomenon.”

Technology has also presented new opportunities for small businesses in the travel sector, allowing consumers worldwide to stumble across say a B&B in Brighton or luxury safari park in Kenya through online review sites, social media and the businesses’ own websites.

“We pivoted from a hotel guidebook to become an online travel agent just as the internet started to become a place people could finally trust with their credit cards,” says Mr & Mrs Smith’s Lohan. “In the whole of that first month online we did 10 bookings – now we do 300 a day.” While she says the business changed its model due to internet and allows online bookings, it still runs 24/7 customer service support via phones “for people who want that human element”.

For travel brands it’s meant they have had to get smarter and adapt as consumers expectations rise. Take airlines, some of which now allow passengers to check-in online, access their boarding pass on mobile and operate Wi-Fi on flights.

“Digital technology has changed the way we connect with guests, creating a 24/7 relationship in and out of stay,” says Stephan Croix, vice-president of marketing at Starwood Hotels and Resorts, owner of hotel chains W Hotels and Aloft .

“It is also transforming every phase of hospitality – from finding a hotel, to checking in, to unlocking your door and personalising your stay. As travel is inherently mobile, travellers expect to use their mobile devices to enrich their travel experiences,” Croix says.

As a result, Starwood has adapted and invested in mobile, leading to overall mobile gross bookings rising more than 50% in 2015 compared with the year before.

Like others in the sector, the company is continually embracing technology to woo its digitally-savvy customers. It recently launched “Let’s chat”, enabling guests to communicate with its front desk associates via WhatsApp, Blackberry messenger or iPhone before or during their stay.

So how will technology shape the future of travel? “The next few years will see travellers requiring an increasingly personalised service, with companies able to suggest them customised products on the basis of their profiles and past behaviour,” says Rossini. With many travellers already seeking a more customised and “local” experience, truly personalised trips are already beginning to take off.

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• Leading TV travel advertisers in the U.S. 2022, by ad impressions

Leading TV advertisers in the travel and tourism industry in the United States between January and July 2022, by share of ad impressions

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Statistics on " Travel and tourism industry advertising in the U.S. "

• Annual change in number of U.S. residents traveling overseas 2002-2022
• Number of inbound international visitors to the U.S. in 2022, by origin
• Travel product bookings in the U.S. 2023
• Travel product online bookings in the U.S. 2023
• Flight bookings by airline brand in the U.S. 2023
• Travel sector ad spend growth worldwide 2021-2023
• Travel industry ad spend in the U.S. 2020-2022
• Travel marketers budget allocation in the U.S. 2019-2021, by type
• Marketing expenses of leading OTAs worldwide 2019-2022
• Airline and cruise line advertising spending U.S. 2019-2021
• Lodging industry advertising spending share U.S. 2022, by channel
• Digital ad spend in the U.S. 2022, by industry
• Digital Market Outlook: digital ad spending share in the U.S. 2022, by industry
• Digital ad spend growth in the U.S. 2023, by industry
• Leading TV travel advertisers in the U.S. 2022, by ad spend
• Sales and marketing expenses of Booking Holdings worldwide 2015-2023
• Selling and marketing expenses of Tripadvisor worldwide 2009-2023
• Selling and marketing expenses of Expedia Group, Inc. worldwide 2009-2023
• Advertising costs of Wynn Resorts Limited worldwide 2014-2022
• U.S. adults planning travel via selected information sources 2021, by generation
• Leading types of ads considered as engaging among U.S. travelers 2022
• Advertising effectiveness among U.S. travelers 2022
• Personalized advertising attitudes among U.S. travelers 2022
• Favorite apps and websites for travel in the U.S. Q1 2021
• U.S. adults using travel influencers for recommendations 2021
• Average memberships in loyalty programs in the U.S. 2022, by sector

Other statistics that may interest you Travel and tourism industry advertising in the U.S.

Overview - travel industry

• Basic Statistic Annual change in number of U.S. residents traveling overseas 2002-2022
• Premium Statistic Number of inbound international visitors to the U.S. in 2022, by origin
• Premium Statistic Travel product bookings in the U.S. 2023
• Premium Statistic Travel product online bookings in the U.S. 2023
• Premium Statistic Flight bookings by airline brand in the U.S. 2023

Overview - advertising and marketing

• Premium Statistic Travel sector ad spend growth worldwide 2021-2023
• Premium Statistic Travel industry ad spend in the U.S. 2020-2022
• Premium Statistic Travel sector ad spend in the U.S. 2022, by segment
• Premium Statistic Travel marketers budget allocation in the U.S. 2019-2021, by type
• Premium Statistic Marketing expenses of leading OTAs worldwide 2019-2022
• Premium Statistic Airline and cruise line advertising spending U.S. 2019-2021
• Premium Statistic Lodging industry advertising spending share U.S. 2022, by channel

Digital advertising

• Premium Statistic Digital ad spend in the U.S. 2022, by industry
• Premium Statistic Digital Market Outlook: digital ad spending share in the U.S. 2022, by industry
• Premium Statistic Digital ad spend growth in the U.S. 2023, by industry
• Premium Statistic Travel industry digital ad spend in the U.S. 2019-2024
• Premium Statistic Mobile ad spend in the U.S. 2021, by industry

Market leaders

• Premium Statistic Leading TV travel advertisers in the U.S. 2022, by ad spend
• Premium Statistic Leading TV travel advertisers in the U.S. 2022, by ad impressions
• Premium Statistic Sales and marketing expenses of Booking Holdings worldwide 2015-2023
• Premium Statistic Selling and marketing expenses of Tripadvisor worldwide 2009-2023
• Premium Statistic Selling and marketing expenses of Expedia Group, Inc. worldwide 2009-2023
• Premium Statistic Advertising expense of Caesars Entertainment worldwide 2018-2022
• Premium Statistic Advertising costs of Wynn Resorts Limited worldwide 2014-2022

Consumer insights

• Premium Statistic U.S. adults planning travel via selected information sources 2021, by generation
• Premium Statistic Leading types of ads considered as engaging among U.S. travelers 2022
• Premium Statistic Advertising effectiveness among U.S. travelers 2022
• Premium Statistic Personalized advertising attitudes among U.S. travelers 2022
• Premium Statistic Favorite apps and websites for travel in the U.S. Q1 2021
• Premium Statistic U.S. adults using travel influencers for recommendations 2021
• Premium Statistic Average memberships in loyalty programs in the U.S. 2022, by sector

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Destination Marketing & Crafting Compelling Tourism Industry TV Ads

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Elevate your destination marketing efforts with thoughtful visual storytelling.

Capture attention with beautiful TV ads

Today, everyone has their eyes on their screens and time is becoming increasingly precious. Traditional TV, social media platforms, on-demand streaming, video games, and even more channels make it difficult to catch someone’s attention and leave a mark, which is what advertising is all about. This is especially important to consider when it comes to the travel industry and destination marketing campaign initiatives since visual storytelling isn't just some fancy tactic — it's a must-do. 

Picture this: You're sitting in your cozy living room, sipping your favorite beverage, streaming your comfort show, and suddenly, a TV ad featuring a collaboration with one of your favorite influencers comes on and whisks you away to a tropical paradise. The crystal-clear waters, swaying palm trees, and the laughter of vacationers… it's as if you've been transported to that very spot. That's the magic of well-crafted TV ads and destination marketing strategies.

Read on for some tips and tricks that will help you level up your destination marketing efforts by creating travel ads that don't just tell stories, but inspire people to pack their bags and explore. 

Visual Storytelling’s Role in Your Destination Marketing Strategy

Travel marketers, including destination marketing organizations (DMOS), looking to raise brand awareness about particular destinations and experiences must be quick and captivating. Visual storytelling for tourism marketing is more than just showing pretty pictures. It's about weaving a tale that displays a dreamy customer experience, tugs at heartstrings, and sparks wanderlust.

Before we dive into how to create compelling travel ads, let's understand why visual storytelling is so important in this industry.

It Evokes Emotions: Travel is an emotional experience. Visual storytelling has the power to tap into viewer emotions and transport them to a different place and time in a way that just reading a testimonial or blog post on a travel website never will.

It Inspires Wanderlust: Travel ads aren't just about destination branding or selling a product; they're about igniting wanderlust. With thoughtful visuals, you can awaken a traveler's curiosity and desire to explore and broaden their horizons.

It Conveys Authenticity: In an era where every demographic highly values authenticity, visual storytelling allows you to showcase the real experiences travelers can expect. It's about revealing the heart and soul of a destination or travel experience.

It Creates Lasting Impressions: People don’t remember facts and figures — but they do remember stories. Visual storytelling helps your brand and message stick in the minds of your audience.

Crafting a Visual Narrative

At the heart of every compelling travel ad that’s part of any travel marketing plan lies a powerful narrative. Here's how to create one with your visuals:

Know Your Story: Start by identifying the core message you want to convey. Is it the allure of a specific destination, the adventure of travel, or the relaxation offered by a particular resort? The starting point for this is understanding your target audience and general travel trends.

Create a Story Arc: Like any good story, your travel ad should have a beginning, middle, and end. Begin with an engaging hook, develop the plot with captivating visuals, and conclude with a strong call to action.

Embrace Authenticity: Authenticity is key in visual storytelling. Showcase genuine experiences and emotions rather than staged or overly polished scenes. Travelers want to see the real thing. Influencer marketing collaborations are useful ways to develop authentic, user-generated content.

Focus on Characters: Whether it's the people who live in the destination or travelers themselves, characters add depth and relatability to your story.

Use Visual Metaphors: Visual metaphors can be incredibly effective. For example, a winding road can symbolize the journey of life, while an open book might represent the adventure of travel. Consider partnering with DMOS to think up some strong metaphors for your tourism ads.

Choosing the Right Visual Elements

Implementing the right visuals that match the story you’re trying to tell will play a pivotal role in crafting an engaging narrative throughout your destination marketing. Here are some key considerations:

Capture Stunning Imagery: High-quality, breathtaking visuals are non-negotiable in travel advertising. This is the case for any medium: TV, social media, digital marketing, and more. Invest in professional photography and videography to capture the essence of your destination or experience. But, don’t forget, depending on the story you’re telling, user-generated content from inspired travelers or influencers may fit the bill for your needs.

Use a Variety Of Shots: Mix wide-angle shots for grandeur with close-ups for intimacy. Experiment with aerial views, underwater footage, and time-lapse sequences to offer diverse perspectives.

Incorporate Movement and Flow: A smoothly gliding drone shot or a slow pan across a beautiful landscape can be mesmerizing. Make travelers want to visit those locations and capture their own videos.

Pay Attention to Color and Composition: Bright, vibrant colors can evoke happiness and excitement, and well-composed shots draw the viewer's eye exactly where you want to. Think of it as SEO for the eye.

Show the Journey: Don't just focus on the destination. If it makes sense for your target audience, document the excitement of planning, the anticipation of departure, and the adventure of exploration.

Music and Sound Design

Visual storytelling isn't limited to visuals alone — the auditory experience is equally important. We aren’t making silent films… but that could make for an interesting ad, now that we think of it. Here's how to use music and sound design effectively:

Choose the Right Soundtrack: The music you select sets the tone for your ad. Consider the emotions you want to evoke and select music that complements the narrative. 

Pay Attention to Timing: Ensure your audio syncs seamlessly with the visuals. Timed correctly, it can intensify emotions and create a memorable experience.

Select Relevant Ambient Sounds: Incorporate ambient sounds that immerse the viewer in the environment. The rustle of leaves, ocean waves, or bustling city streets can enhance the authenticity of your storytelling. It may seem obvious, but skis carving through snow might not fit with a spring break trip to Florida, for example.

Editing and Post-Production

The editing process is where your story comes together. It's the phase where the raw footage and captured moments are transformed into the cohesive and engaging narrative you put together in your destination marketing strategy document.

Editing is where your travel ad takes on its final form, ready to transport viewers into the world you've artfully created and, ideally, inspire them to embark on their adventure. Here are some tips for post-production:

Maintain a Consistent Style: Consistency in editing style and color grading helps create a cohesive narrative and establishes a recognizable brand identity.

Keep It Concise: Everyone has short attention spans these days, and you only have a few seconds to grab your audience’s focus. Aim for brevity while still conveying the essence of your story — every second counts.

Add Subtitles: If your ad includes spoken language, consider adding subtitles. This ensures that your message is accessible to a global audience and caters to viewers watching without sound or those with auditory processing issues.

Testing and Feedback

Once your travel ad is ready, it's essential to gather feedback and test its impact. If you have time on your side, one option is to test your ad with a focus group . Show it to a select group of stakeholders from your target audience and gather their feedback. In addition to noting their feedback, you’ll also want to observe their emotional responses.

If you don’t have the resources to run a focus group, conducting A/B testing is a cost-effective alternative. Run different ad versions to see which resonates best with your audience. Consider testing various lengths, messages, and design styles. To determine what resonates best, keep an eye on metrics like engagement, click-through rates, and conversions.

No matter the type of testing you do, remember to optimize your ads based on the feedback and results. Iterating on your ads is often the key to a compelling final product.

Weaving Tourist Destination Dreams With Visual Storytelling

Visual storytelling takes viewers on imaginative and inspirational journeys that end with using your brand’s services to make travel a joy. With the right narrative, soundtrack, and visuals, a travel ad has the power to awaken wanderlust, create lasting memories, and, ultimately, drive travelers to explore the world.

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The Importance of Tourism Advertising

Navigating today’s highly competitive and ever-changing tourism industry is no simple feat — you need to stand out from a constantly expanding crowd to be successful. That’s why effective tourism advertising is essential to any successful tourism brand. It’s not only important to create captivating ad campaigns and impactful messaging to engage potential customers but also to ensure that those campaigns reach the right audience. 

But how do you make sure your travel advertising is effective? While there is no one-size-fits-all solution for marketing for travel advertising, there are certain key elements to consider when advertising travel and tourism that can make all the difference. 

This blog will delve into the multifaceted realm of travel industry advertising, exploring the key components that make a campaign captivating and unforgettable. 

Understanding the Role of Advertising in Tourism Promotion

Advertising plays a pivotal role in tourism promotion, serving as the bridge that connects potential travelers with tourism products, destinations, and experiences. Its primary function is to generate awareness and interest in a specific location or service, ultimately influencing travel decisions and driving consumer action. 

Advertising in tourism promotion encompasses several key aspects:

• Increasing Visibility and Awareness: Advertising tourism destinations helps increase their visibility by promoting attractions, accommodations, activities, special events and other offerings to potential travelers. Creating memorable and engaging advertisements can capture your target audience’s attention and generate interest. This increased awareness can lead to higher demand and more bookings.
• Targeting Specific Audiences: Today’s adtech allows travel and tourism brands to target specific market segments based on demographics, interests, and travel motivations. Tailoring advertising campaigns to resonate with these specific groups enables businesses to attract the right type of visitors, increasing the likelihood of bookings and conversions. Recent advances in AI-driven data science tools enable you to gain deeper insights into your own data, target predictively modeled custom audiences, and optimize campaigns in real time to ensure you’re engaging with relevant, ideal audiences.
• Building Brand Image and Reputation: Effective advertising helps establish a strong brand image and reputation for a destination or travel brand. Businesses can create a lasting impression on potential travelers by consistently conveying a unique brand identity and promoting positive experiences. A strong brand image and reputation will then encourage travelers to choose you over competitors, leading to increased bookings and customer loyalty.
• Communicating Unique Selling Propositions (USPs):  Advertising enables you to highlight unique selling points and differentiate yourself from competitors. Showcasing the distinct features, benefits, and experiences that set you apart can entice potential travelers to visit or use your services.
• Educating Potential Travelers: With informative and engaging content, you can provide valuable information about tourist attractions, local culture, customs, and other considerations that are important to travelers planning their trips. This educational aspect helps travelers make informed decisions and increases the likelihood that they will choose a particular destination or business based on their interests and needs.
• Staying Competitive: The tourism industry is fast-paced and dynamic, making advertising crucial for businesses seeking to stay competitive. Staying up-to-date with the latest trends and adapting advertising strategies can help you maintain relevance and appeal to potential travelers. 
• Measuring Success and Optimizing Strategies: Digital advertising campaigns provide valuable data and insights that your business can use to measure the success of its tourism promotion efforts. You can evaluate the effectiveness of your advertising strategies by analyzing key performance indicators (KPIs) such as website traffic, social media engagement, and conversion rates. This analysis enables you to make data-driven decisions to optimize your campaigns, ensuring that you continue to effectively promote your offerings and attract potential travelers.

Why Is Tourism Advertising Important?

Effective advertising is obviously essential for any tourism business that wishes to stay ahead of its competition, promote its brand, and thrive. Here are a few reasons why it’s so important to keep your tourism advertising ahead of the curve today:

The Travel and Tourism Industry Is Extremely Competitive

With countless tourist destinations, hotels, resorts, tourism agencies, and attractions vying for the attention of potential travelers, differentiating yourself to stand out from the crowd and capture a share of the market is vital.

Since the COVID-19 pandemic, there is significantly increased demand for travel and experiences across all audiences – and brands are responding, saturating the market with messaging. In such a competitive environment, a sound advertising strategy can help you capture the attention of potential visitors and convince them to choose your destination or service over another. The ever-increasing popularity of digital platforms has also intensified the competition, as businesses now have access to a global audience and can target their advertising efforts more precisely than ever before.

Tourists Are Always on the Hunt for One-of-a-Kind Experiences

In an age where travelers are increasingly driven by a desire for unique, authentic, and memorable experiences, tourism brands must showcase their ability to provide these exceptional experiences to attract and retain visitors.

Tourism marketing plays a pivotal role in highlighting the distinctive offerings of a destination or service by showcasing its unique attributes, such as local culture, history, natural wonders, or exclusive activities. By effectively communicating these characteristics through advertising, you can spark the curiosity of potential travelers and persuade them to choose your offerings over those of competitors. Today’s formats and tech-enabled creative capabilities can help you convey the power of a destination or experience, with high-impact creative, augmented reality integrations, interactive video, and more.

Advertising Is a Must To Reach International Audiences

In an increasingly globalized marketplace, destinations and businesses within the travel industry must extend their reach beyond local markets to attract visitors from all over the world. While local tourists are an important source of repeat income, international travelers bring invaluable cultural exchange and can generate a much higher economic impact.

Tech-enabled creative and advanced targeting capabilities can be especially effective at targeting international audiences, finding behaviors and interests that help you determine the right channels, formats and messaging to resonate across cultural and geographical boundaries. By crafting compelling tourism-related marketing messages that resonate with a global audience, your business can create brand awareness and encourage potential visitors to choose your offerings.

Keeping Up an Active Online Presence Is Paramount to Business Success

Digital marketing is one component of an active online presence, which is crucial for business success in today’s digital landscape. With most travelers relying heavily on the Internet for researching, planning, and booking their trips, businesses in the tourism industry must prioritize their online presence to stay competitive, attract potential customers, and foster customer loyalty.

An active online presence ensures that your business remains visible and discoverable to potential customers. Being responsive and informative by engaging on organic social media and providing in-depth content about topics such as your specific offerings, destination, and local cultures will help establish trust and credibility among potential customers and encourage them along their customer journey. Showcasing positive reviews, testimonials, and engaging content demonstrates expertise, reliability, and commitment to providing exceptional experiences, encouraging potential customers to choose your business over competitors.

6 Tips for Successful Tourism Advertising

Here are a few tips to ensure that your campaigns capture the attention of potential travelers and stand out from the crowd:

1. Use the Right Advertising Tools and Services

Successful tourism advertising requires utilizing the appropriate tools and services to reach the right audience effectively. While traditional methods, such as print ads and billboards, still have value, digital channels like social media, search engine marketing, and programmatic advertising provide invaluable targeting capabilities and performance metrics to ensure you’re reaching precise audiences and getting the most out of every spend.

For example,  Google Ads allows businesses to target specific keywords and demographics, enabling them to reach an audience that is already actively interested in relevant destinations or services. Social media platforms like Facebook, Instagram, and Twitter offer advertising options that allow businesses to reach a wide range of users, including those who have shown interest in travel and tourism, by basing targeting on extensive demographic and interest-based behavioral data. Additionally, programmatic advertising enables placement on numerous relevant channels and outlets such as tourism-focused websites, blogs, apps, and even streaming video content and audio. On social media, working with travel influencers can also help you gain exposure to a highly engaged and relevant audience. 

Take, for instance, a hotel targeting young travelers. Partnering with a popular travel blog or influencer can help the hotel gain exposure to an audience of young, adventurous travelers who are likely to be interested. The hotel may also prioritize social media advertising on platforms like Instagram and Facebook, where their target audience is most active. They could use visually appealing images or video ads showcasing unique experiences they offer and collaborate with influencers to increase reach and engagement. 

On the other hand, a luxury resort catering to an older demographic may prefer to focus on display ads on high-end travel publication websites, complementing their print ads in related magazines, or launching targeted email marketing campaigns.

2. Have a Solid Marketing Strategy in Place

A well-defined marketing strategy is essential for successful tourism advertising. This involves setting clear objectives, identifying your target audience – ideally using data science methodology to ensure accurate, objective analysis – determining your USP, and choosing the most effective channels for reaching your audience. Adtech tools like the machine learning technology leveraged by AUDIENCEX strategists can simplify this process, ensuring accurate and unbiased analysis and channel mix recommendations.

This process begins with outlining your goals and objectives, including increasing bookings, driving website traffic, or raising brand awareness. Next, define your target audience by considering age, income, interests, and travel preferences. This is where AI-driven data science tools can help ensure you’re working from objective fact rather than assumptions or unconscious biases. Finally, your USP should highlight what sets your offerings apart from those of competitors: a unique location, exceptional service, exclusive experiences, etc.

Once these elements are in place, you can select the most appropriate advertising channels based on your target audience’s preferences and habits. This is where unbiased media recommendations can help, ensuring that you’re operating from objective performance data based on extensive historical and real-time analysis.

For instance, a  destination marketing organization (DMO) aiming to attract more international visitors may set specific goals for increasing website traffic, social media engagement, and visitor numbers. It would then conduct research and employ data science analysis to understand the preferences and motivations of its target audience and develop a USP that sets its destination apart with a relevant point of interest, such as highlighting unique cultural experiences, stunning natural tourist attractions, or exceptional culinary offerings.

3. Build Tourism Campaigns That Resonate With Your Target Audience

Creating tourism campaigns that resonate with your target audience is key to successful advertising. This involves understanding their needs, desires, and motivations and crafting messages that speak directly to them.

How To Create a Successful Pet Marketing Strategy

One approach to achieving this is by developing buyer personas, which are fictional representations of your ideal customers. These personas can help you understand your audience’s travel preferences, pain points, and decision-making process, enabling you to create campaigns that address their needs and showcase your offerings in a compelling way. These can also be informed by data science to ensure they are accurate to your most valuable segments.

Using storytelling, personalization, immersion and interactivity in your campaigns can particularly help you connect with your audience on an emotional level. Share real-life experiences of previous guests, highlight the unique aspects of your destination, or showcase local culture and history to create memorable and engaging content that resonates with potential customers.

4. Stay on Top of Tourism and Travel Trends

Keeping up-to-date with the latest tourism and travel trends is essential for successful advertising. This helps you stay relevant in a rapidly changing industry and enables you to identify new opportunities and adapt your digital campaigns accordingly.

Some popular sources for staying informed about travel trends include industry reports, tourism conferences, tourism boards, travel-focused websites, blogs, and social media. Additionally, monitoring your competitors’ activities and analyzing their marketing strategies can provide valuable insights into what works and what doesn’t in your particular niche. 

5. Enhance the Customer Experience

A positive customer experience is paramount to the success of your tourism marketing efforts. This includes providing exceptional service from the moment potential customers encounter your ads to the point when they complete their trip.

To enhance the customer experience, ensure your website is user-friendly, visually appealing, and easy to navigate. Provide detailed information about your offerings, including high-quality images, video ads, and testimonials from satisfied customers. Offer multiple booking options and payment methods to cater to different preferences and make the process seamless.

Additionally, consider implementing customer relationship management (CRM) tools to track and analyze customer interactions and preferences. This data can help you personalize your marketing efforts, improve customer service, and anticipate the needs of your guests, and can be helpful to build your first-party data and inform future analysis, audience modeling, and optimization.

6. Highlight the Value of Your Offerings

Lastly, successful tourism advertising involves demonstrating the value of your offerings to potential customers. This means showcasing the features of your destination or services and the benefits and unique experiences they provide.

Communicate how your offerings can meet the needs and desires of your target audience, whether they seek relaxation, adventure, cultural immersion, or something else entirely. Ensure that the message is tailored to the audience you are speaking to, as different travelers have different reasons to employ your services or visit a particular destination. Use compelling visuals and descriptions, as well as engaging interactivity where possible, to paint a vivid picture of what customers can expect when they choose your destination or services. And, of course, consider offering special promotions, discounts, or added-value packages to entice potential customers and demonstrate the value of your offerings.

Grow Your Business With HolisticTourism Advertising Campaigns

The importance of tourism advertising cannot be overstated in today’s highly competitive market. Businesses must partner with proficient advertising partners to stand out in a crowded landscape, promote unique offerings and experiences, attract potential travelers, and drive revenue.

AUDIENCEX is built to be an adaptable partner to help marketers navigate the digital landscape, access emergent technology, and achieve meaningful, measurable performance throughout the digital landscape. Our team has extensive experience with numerous travel, tourism, and hospitality brands, and we pair that expertise with seamless media access, AI-powered data science, holistic strategy and award-winning, tech-enabled creative services. With an in-depth understanding of the full-funnel marketing and data-enabled insight into each unique customer journey, we can deploy impactful, engaging campaigns to reach your ideal audience across channels, screens, and devices.

Contact us today to talk to a member of our team about your needs and goals. We’d love to explore how we can help you find the right audience, engage them effectively, and drive real results today.

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'Conan O'Brien Must Go' is side-splitting evidence of life beyond late night TV

Eric Deggans

Conan O'Brien dresses as a Viking in Norway. Conaco/Max hide caption

Conan O'Brien dresses as a Viking in Norway.

To be honest, when I first heard Conan O'Brien was ending his TV talk show in 2021, I assumed news that he might turn to variety shows and online programs to continue his career was some combination of face-saving and wishful thinking.

But after watching the four episodes of his new Max series Conan O'Brien Must Go , it's now obvious — even to a thickheaded critic like me — that leaving late night TV really was liberating for O'Brien. He's leveraged his unique sensibility into several different podcasts, a deal with Sirius XM , specials featuring other stand-up comics and now this travel series for Max — which resembles jokey specials he did for cable channel TBS back in the day.

And as the late night TV genre crumbles under sagging viewership and the decline of traditional media, O'Brien's renaissance also provides an example for the future — where fertile comedy minds and talented performers can spread their work over a much larger canvas.

Pop Culture Happy Hour

Is conan o'brien the best 'hot ones' guest ever discuss., learning a lesson from 'hot ones'.

O'Brien already made a splash recently with his brilliantly maniacal appearance on the interview-while-eating-hot-wings show Hot Ones , slobbering over hot sauces while claiming, as he was checked over by a fake doctor, that "I'm fine! I'm perfectly f*****g fine!"

This is the place where O'Brien shines — he's called it "this strange phantom intersection between smart and stupid" — and it's on full, freakish, super silly display in every episode of Conan O'Brien Must Go .

The conceit of the show is pretty simple. O'Brien heads overseas to visit average folks in Norway, Argentina, Thailand and Ireland who had once Zoomed in to speak with him on the podcast Conan O'Brien Needs a Fan . Sometimes the visits seem like a surprise — he catches one aspiring Norwegian rapper in shorts and Crocs after popping up on his doorstep — and others seem a bit more planned, including his visit to a radio show with about four listeners in Buenos Aires.

Each episode begins with a solemn monologue which sounds like it is delivered by the film world's most eccentric voice, German filmmaker and actor Werner Herzog (he's not credited in the show and when asked, a publicist at Max shared a quote from O'Brien: "I can neither confirm nor deny the voice in question.")

The torturous accent by "Herzog" makes every line sound absurdly hilarious, describing O'Brien as "the defiler ... with dull, tiny eyes ... the eyes of a crudely painted doll ... he scavenges in distant lands, uninvited, fueled by a bottomless hunger for recognition and the occasional selfie."

Now that's smart. And oh so stupid.

A funhouse mirror version of a travel show

O'Brien performs onstage with a fan in Norway Conaco/Max hide caption

O'Brien performs onstage with a fan in Norway

Fans of O'Brien's Conan Without Borders specials on TBS already know what his style is when he tackles a travel show — throwing himself into outrageous reactions and situations while working his quirky brand of improvised conversations with hapless bystanders.

In the Max series Conan O'Brien Must Go , that includes O'Brien offering screechy vocals onstage during a performance of a Norwegian emo/rap band. Or asking provocative questions of a couple therapist/sex expert. Or getting beat up in a "fight" with a 10-year-old boy in a bar.

It's all an excuse for O'Brien to unleash his energetic wit, taste for silly absurdity and skill at drawing laughs from sympathetic — if often befuddled — strangers. Whether you enjoy this special will depend on how you feel about O'Brien's style, which can feel a bit like the world's best class clown doing everything possible to make you crack a smile.

(Rent a family in Norway so they can say goodbye when he gets on a SeaCraft? Check. Get local artists to paint a mural of O'Brien, a soccer star and The Pope on the side of a building in Argentina? Double check.)

'Conan O'Brien Needs A Friend' Is A Joke Name For A Podcast — Sort Of

But what amazes in a larger sense is how O'Brien has turned his sensibility into a comedy brand to fuel work on many different platforms. And, at age 60, with more than 30 years as a comedy star, he's been released from the shackles of any genre to shine wherever he chooses — whether it's an episode of Hot Ones or a streaming service which sometimes looks like a collision between True Detective and 90 Day Fiancé .

Leaving late night TV as late night left him

I'm old enough that I started covering TV not long after O'Brien made his first move from the shadows of life as a comedy writer – he worked on Saturday Night Live and The Simpsons — to succeed David Letterman in 1993 as host of NBC's show Late Night (now hosted by Seth Meyers). Back then, NBC gave O'Brien years to figure out the show, honing his smartly serious comedy in a way that would inspire then-teenage fans like Seth Rogen and Bill Hader .

O'Brien left NBC after a disastrous deal where the network tried to make him host of its venerated late night program The Tonight Show and also keep its former host Jay Leno at the network. He moved to a late night show on TBS in 2010, but even then, there was a sense that his creativity was a bit hemmed in by the format.

After 28 Quirky Years, Conan O'Brien Is Leaving Late Night

By the time he left his TBS show Conan for good, it seemed O'Brien was already caught in a trend which would hobble other late night shows — as young viewers consumed his content online and ratings on cable dropped.

Now, with a podcast and digital media company worth many millions and growing status as a TV comedy legend still willing to do almost anything for a laugh, O'Brien is proving there is a successful life beyond late night.

Particularly, if you have the talent to play the fool while leaving little doubt you're also the smartest person in the room.

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Americans’ New TV Habit: Subscribe. Watch. Cancel. Repeat.

Many more people are jumping from one streaming subscription to another, a behavior that could have big implications for the entertainment industry.

By John Koblin

Early last year, Josh Meisel and his wife wanted to watch a new buzzy Peacock drama, “Poker Face,” starring Natasha Lyonne.

But Mr. Meisel, a scientist who lives outside Boston, did not subscribe to Peacock. He paid for half a dozen other streaming services and was reluctant to sign up for another. So he and his wife made a pact. If they weren’t watching “Poker Face” anymore after two weeks, they would cancel Peacock.

Sure enough, they lost interest and canceled. And then he realized: Why stop there?

In the weeks that followed, Mr. Meisel, who is 39, cut loose Max, Apple TV+ and Hulu. He eventually resubscribed to Hulu and Apple TV+ when there were shows the couple wanted to watch — Hulu for “The Bear,” Apple TV+ for “Slow Horses” — but canceled both again after they finished watching a new season.

And he is hardly alone.

Americans are getting increasingly impulsive about hitting the cancellation button on their streaming services. More than 29 million — about a quarter of domestic paying streaming subscribers — have canceled three or more services over the last two years, according to Antenna, a subscription research firm. And the numbers are rising fast.

The data suggests a sharp shift in consumer behavior — far from the cable era, when viewers largely stuck with a single provider, as well as the early days of the so-called streaming wars, when people kept adding services without culling or jumping around.

Among these nomadic subscribers, some are taking advantage of how easy it is, with a monthly contract and simple click of a button, to hopscotch from one service to the next. Indeed, these users can be fickle — a third of them resubscribe to the canceled service within six months, according to Antenna’s research.

“In three years, this went from a very niche behavior to an absolute mainstream part of the market,” said Jonathan Carson, the chief executive of Antenna.

The change gives consumers far more flexibility, but the implications could be significant for the major media companies, especially if this behavior becomes even more common.

Traditional media companies like Paramount, Warner Bros. Discovery, NBCUniversal and Disney are trying to navigate the extremely bumpy road from the cable bundle (which was enormously profitable) to streaming (which is not). NBCUniversal’s Peacock, for one, lost $2.8 billion last year.

As a result, the companies slashed investments in shows — the number of scripted shows in the United States in 2023 suffered its steepest decline in at least 15 years — and are raising prices to their streaming services. (Disney+ and Hulu both raised the price of their commercial-free tiers by $3 a month last year, for instance.)

Less loyal subscribers could introduce a whole new level of complexity to their business. Last year, these “serial churners,” as Antenna calls them, accounted for roughly 40 percent of all new subscriptions and cancellations, Mr. Carson said.

The companies “clearly can’t ignore them because it’s such a big, active part of the market,” he said.

One option for slowing the churn, executives think, is to bring back some element of the cable bundle by selling streaming services together. Executives believe consumers would be less inclined to cancel a package that offered services from multiple companies.

Disney has found success by bundling Disney+, Hulu and ESPN+ into one package. It also joined several other companies, including Fox and Warner Bros. Discovery, in announcing a sports streaming service scheduled to start this fall.

The services are also trying to keep subscribers hooked with “coming soon” features prominently displayed in their apps. Disney+ recently advertised a coming documentary series from National Geographic (“Secrets of the Octopus”), and Apple TV+ is teasing “Dark Matter,” a science-fiction series that comes out in May in its app.

This year, when Peacock was days away from showing the first streaming-only National Football League playoff game , it promoted a special offer to deter new subscribers from canceling: Sign up for a full year at $30, half the normal price. (And according to Antenna’s research, people who signed up for Peacock on the weekend of the game did not cancel en masse the next month; the cancellation rates were close to average.)

Though the nomadic subscribers tend to skew slightly younger, and have a slightly lower income, “this is an activity that all types of Americans are engaging in,” Mr. Carson said.

Kailyn Castro, a 32-year-old who works at a tech company and lives in Brooklyn, started piling up streaming subscriptions during the pandemic. She had lots of downtime, she said, and kept “hearing about what everybody else was watching, and I wanted to be able to watch those things as well.”

But over the last year or so, as the pandemic faded, Ms. Castro found herself back to a busy social and professional life, and began cutting most of them.

“I feel like the world was really back last year,” she said. “People were just outside more, interacting with humans more.”

Price sensitivity is also a factor. Americans with a streaming subscription are spending an average of $61 a month for four services, an increase from $48 a year ago, according to a new study by Deloitte. The increase was due to higher prices, not additional services. Nearly half the people surveyed said they would cancel their favorite streaming service if monthly prices went up another $5, the study said.

Alicia Bianchi, a 38-year-old lawyer in Michigan, said she had been culling streamers over the last year, including Hulu, Paramount and Peacock, and would probably let go of Max once she was finished watching “The Regime,” the Kate Winslet HBO limited series that premiered last month. She said she was being “very mindful of spending,” more so than she was a few years ago, before inflation rose sharply.

“I’m able to turn them off so easily now, it’s like why spend the money on something that I’m not using?” she said.

Ms. Bianchi, who has two young children, will not cancel Netflix, however. “I don’t ever mess with my Netflix subscription,” she said. Netflix’s cancellation rate is much lower than those of its peers, according to Antenna.

Likewise, Mr. Meisel, the scientist who canceled several streaming services after giving up on “Poker Face,” said the Netflix subscription — as well as Amazon Prime and Disney+ — was off limits. (He also has two young children.)

He’s otherwise enjoying his newfound flexibility around the other services. After canceling Peacock, he brought it back for a short period.

Now, with a pared-down streaming subscription list, there’s a weight off his shoulders, Mr. Meisel said.

“I don’t like this new system where you have to have a million different subscriptions to watch what you want to watch,” he said. “I’m happy to cancel to punish the companies who are making me do this.”

John Koblin covers the television industry. He is the co-author of “It’s Not TV: The Spectacular Rise, Revolution, and Future of HBO.” More about John Koblin

Sony dropped OLED for its flagship 2024 TV – here's why

Mini-LED is Sony's top TV tech for 2024

Sony revealed its 2024 TV lineup earlier this week and the announcements included four new models. The Sony Bravia 9 is the flagship TV for 2024, but, in a reversal of course for the company’s flagship models, it will use mini-LED technology, not OLED. 

Sony’s mid-range OLED , the Sony A80L , was one of the best TVs released last year. Its flagship QD-OLED, the Sony A95L , was also extremely popular, and when we saw it, we were blown away. The best OLED TVs provide near-perfect black levels and contrast and Sony has been a consistent user of the display tech since its early days.

So, why has Sony opted for mini-LED for its 2024 flagship model? It’s by no means the first time the company has sold mini-LED TVs - last year’s Sony X95L was a fantastic set that we rated five stars - but the tech has never been used for Sony's flagship TV before. Why the change?

It’s worth noting that the Sony A95L was released outside Sony’s usual summer window last year, finally shipping in October and September in the US and UK. As such, it carries over as Sony’s top OLED model for 2024. But with the Bravia 9 mini-LED model, and the simultaneous introduction of the Bravia 7, another, more entry-level, mini-LED, Sony seems to be doubling down on the technology - here’s why.

The movie industry 

At the end of 2023, Sony released its latest professional mastering monitor, the BVM-HX3110, which is seeing increased usage within the movie industry. It served as a follow-up to Sony’s HX310 monitor, which peaked at 1,000 nits brightness, a level most movies are mastered at.

The HX3110, in contrast, has a peak brightness of 4,000 nits. Sony is starting to master more movies at this higher brightness level and believes the industry will follow. For context, it points to movies such as The Great Gatsby , In the Heart of the Sea and Angry Birds , all of which had been mastered at 4,000 nits before the introduction of the HX3110. A Sony demo at CES 2018 also showed Gran Turismo 7 , mastered at 10,000 nits, on its prototype 8K TV with a peak brightness of 4,000 nits. 

With movies now being mastered at a higher brightness level, Sony believes you’ll need a brighter screen at home to handle it.   New OLED TVs are brighter than ever , with models such as the LG G3 hitting a peak brightness of nearly 1,500 nits, and although we expect new OLED models to get even brighter, they don’t quite hit the same level as mini-LED. 

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We’re now seeing peak brightness levels of over 2,000 nits on mini-LED TVs such as the new Samsung QN90D . Also, TCL announced TVs with over 5,000 nits brightness , and Hisense’s forthcoming 110-inch TV is claimed to hit over 10,000 nits.

Sony’s new mini-LED tech 

Sony’s flagship TV for 2024, the Bravia 9, features a new type of mini-LED backlight design with much smaller LED drivers than had been used before. According to Sony, these new 22-bit drivers enable higher brightness, bolder colors, and ‘OLED-level’ blacks. Since each driver is smaller than a grain of rice, a higher number can be arrayed in the backlight, allowing for more dimming zones and greater lighting control. 

The Bravia 9 is said to be 50% brighter and has three times the dimming zones of the Sony X95L, its flagship mini-LED TV from 2023, while using 20% less energy Sony also says the backlight technology used in the Bravia 9 is similar to the one in the HX3110 mastering monitor, and that makes the Bravia 9 the best companion to show any movies mastered on the HX3110.

Interestingly, Sony hasn’t released any brightness specifications for the Bravia 9. If this is the ideal set to show movies mastered on the HX3110, you would naturally assume it will hit 4,000 nits but when TechRadar asked Sony about that at CES 2024, a company rep said it was unlikely. We’ll have to wait until we can test the Bravia 9 to determine its actual peak brightness.

XR Backlight Master Drive 

It’s not just new LED drivers that Sony has implemented in its mini-LED TV backlight, but also its XR processor. Sony has called the feature XR Backlight Master Drive, and the XR processor manages backlight dimming differently. 

Once the TV has received an input signal, the XR Processor begins its work by separating the TV’s LCD panel and backlight data. After this, the LED drivers tell the mini-LEDs what to do. There is greater control over the lighting here than with a standard LED backlight (and even with current mini-LED tech) and it results in a picture with greater contrast and more powerful brightness with less backlight blooming. 

Final thoughts

We've already seen Sony’s latest mini-LED tech in the Bravia 9 in action, and we think OLED TVs should be worried . Thanks to the combination of the XR processor and new LED drivers, the Bravia 9 could be a real winner, and, as Sony says, ideal for displaying movies mastered with the HX3110 monitor. 

By carrying over the Sony A95L from last year, Sony has made it clear it’s not abandoning OLED, although mini-LED tech certainly seems to be the company's priority for the future. Whether its new tech will beat OLED and QD-OLED remains to be seen, but 2024 is going to be an interesting year for TVs.  

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 James is the TV Hardware Staff Writer at TechRadar. Before joining the team, he worked at a major UK based AV retailer selling TV and audio equipment, where he was either telling customers the difference between OLED and QLED or being wowed by watching a PS5 run on the LG 65G2. When not writing about the latest TV tech, James can be found gaming, reading, watching rugby or coming up with another idea for a novel. 

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This Lightweight Duffel Bag Is Your Ultimate Travel Companion: Order Now

Level up your traveling game with this CalPak Stevyn Duffel Bag, which helps you stay organized and makes traveling easy. 

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Audiences are declining for traditional news media in the U.S. – with some exceptions

A declining share of U.S. adults are following the news closely, according to recent Pew Research Center surveys. And audiences are shrinking for several older types of news media – such as local TV stations, most newspapers and public radio – even as they grow for newer platforms like podcasts, as well as for a few specific media brands.

Pew Research Center has long tracked trends in the news industry. In addition to asking survey questions about Americans’ news consumption habits , our State of the News Media project uses several other data sources to look at various aspects of the industry, including audience size, revenue and other metrics.

The data in this analysis comes from a variety of sources as part of Pew Research Center’s State of the News Media fact sheets. The fact sheets use a range of methodologies to study the health of the U.S. news industry, including analysis of industry data and direct reporting to solicit information unavailable elsewhere. All sources are cited in chart and graphic notes or within the text of the fact sheets. Read the methodology .

Pew Research Center is a subsidiary of The Pew Charitable Trusts, its primary funder. This is the latest report in Pew Research Center’s ongoing investigation of the state of news, information and journalism in the digital age, a research program funded by The Pew Charitable Trusts, with generous support from the John S. and James L. Knight Foundation.

The latest data shows a complex picture. Here are some of our key findings:

• For the most part, daily newspaper circulation nationwide – counting digital subscriptions and print circulation – continues to decline, falling to just under 21 million in 2022, according to projections using data from the Alliance for Audited Media (AAM). Weekday circulation is down 8% from the previous year and 32% from five years prior, when it was over 30 million. Out of 136 papers included in this analysis, 120 experienced declines in weekday circulation in 2022.
• While most newspapers in the United States are struggling, some of the biggest brands are experiencing digital growth. AAM data does not include all digital circulation to three of the nation’s most prominent newspapers : The New York Times, The Wall Street Journal and The Washington Post. But while all three are experiencing declines in their print subscriptions, other available data suggests substantial increases in digital subscriptions for The New York Times and The Wall Street Journal. (Similar data is not available for The Washington Post.) For example, The New York Times saw a 32% increase in digital-only subscriptions in 2022, surpassing 10 million subscribers and continuing years of growth, according to filings with the U.S. Securities and Exchange Commission (SEC). There are many reasons this data is not directly comparable with the AAM data, including the fact that some digital subscriptions to The New York Times do not include news and are limited to other products like cooking and games. Still, these brands are bucking the overall trend.
• Overall, digital traffic to newspapers’ websites is declining. The average monthly number of unique visitors to the websites of the country’s top 50 newspapers (based on circulation, and including The New York Times, The Wall Street Journal and The Washington Post) declined 20% to under 9 million in the fourth quarter of 2022, down from over 11 million in the same period in 2021, according to Comscore data. The length of the average visit to these sites is also falling – to just under a minute and a half in the last quarter of 2022.
• Traffic to top digital news websites is not picking up the slack. Overall, traffic to the most visited news websites – those with at least 10 million unique visitors per month in the fourth quarter of a given year – has declined over the past two years. The average number of monthly unique visitors to these sites was 3% lower in October-December 2022 than in the same period in 2021, following a 13% drop the year before that, according to Comscore. The length of the average visit to these sites is getting shorter, too. (These sites can include newspapers’ websites, such as that of The New York Times, as well as other digital news sites like those of CNN, Fox News or Axios.)

• Across several years of data, there has been a drop in audiences for local TV news , affecting morning, evening and late-night time slots alike. For example, the average number of TVs tuning into ABC, CBS, NBC and Fox affiliates for the evening news was just over 3 million in 2022, down from just over 4 million in 2016.
• Audience trends are a little more mixed when it comes to TV news on cable and network stations. Prime-time and daytime audiences for CNN, Fox News and MSNBC all grew in 2020, the first year of the COVID-19 pandemic , before declining in 2021. Fox News’ audiences ticked back up in 2022 , while the audiences for the other two channels continued to decline.
• Audiences for news programming on ABC, CBS and NBC have been relatively stable in recent years, with some variation depending on the time slot. Audiences for evening news are up slightly since 2016 on all three networks, but they are modestly down for morning news.
• The story is mixed when it comes to audio, too. The share of Americans who listen to terrestrial radio has declined in recent years, as has listenership on NPR and PRX . But there has been a clear rise in audiences for podcasts and other types of online audio . Although podcasts often are not news-related, about two-thirds of U.S. podcast listeners say they hear news discussed on the podcasts they listen to.

Economic trends in the news industry

Declines in audience don’t necessarily mean declines in revenue, with some industries faring better than others in 2022. The newspaper industry and network television, for example, saw losses in advertising revenue, while local TV revenue followed typical patterns associated with election years.

Here are some data points on how these media sectors are faring economically, based on data from filings with the SEC, industry tracking companies and other sources:

• Advertising revenue for newspapers has continued to decline steadily. In 2020, projections of circulation revenue surpassed advertising revenue for the first time since at least 1956 (the first year for which data is available), and that pattern has held steady in recent years. The makeup of advertising revenue is changing as well: Nearly half of newspaper companies’ advertising revenue (48%) came from digital advertising in 2022, up from 19% in 2012.
• For local television , advertising revenue has remained roughly stable on the whole, bolstered by increased digital advertising and consistent spikes in political advertising revenue during election years. Political advertising, in particular, has grown over the past decade, increasing from roughly $600 million in the 2012 presidential election year to about $1.9 billion in 2022 (a midterm election year). Local TV stations also have seen increasing revenue from retransmission fees, paid by cable and satellite systems to carry local channels.
• Local public radio station revenue has increased, from roughly $1.1 billion in 2020 to about $1.2 billion in 2021. Revenue for NPR, specifically, increased 8% between 2021 and 2022.

• Revenue trends for cable TV news vary depending on the network. Among the three major cable news networks, Fox News led in both total revenue and net advertising revenue, which increased from 2020 to 2022. CNN and MSNBC saw slight declines over the same period.
• Advertising revenue has generally declined for ABC, CBS and NBC news programming since 2020, in both the morning and evening time slots.
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Travel Industry TV Advertising Takes Off In 2022

Inside the report.

Consumers have been eager to vacation in 2022, and Travel brands have adjusted TV advertising accordingly. Over the first seven months of 2022, Travel industry est. national TV ad spend was up 130% year-over-year , while TV ad impressions jumped 61% YoY according to our new Travel industry TV ad report.

This report digs into which brands and individual Travel categories are driving TV ad impressions. You’ll also get insights behind the top networks and programs delivering Travel TV ad impressions, and the year’s most Likeable Travel video ad creatives so far.

Report highlights

• Choice Hotels was the most-seen TV advertiser through July, accounting for 7.19% of TV ad impressions despite the brand airing zero spots from Jan. 1, 2021-April 19, 2022.
• Travel brands targeted big TV tentpoles for advertising, with live sports accounting for five of the top six programs by share of TV ad impressions (led by the NBA at 1.44%).
• Travel Websites accounted for 38.2% of all Travel TV ad impressions, as the most-seen category within the Travel industry.