The go-big mentality speaks to a few trends in hospitality. The category is trying to recapture the interest of consumers who are eager to get out into the world amid the pandemic reopening, with many taking advantage of a comparatively strong U.S. dollar abroad. Travel marketers expect to spend 27% more on media in the year’s second half than they initially anticipated, according to a recent survey by the Interactive Advertising Bureau, a jump that could help offset declines in other sectors like automotive.
But the resurgence in media activity means hospitality is again getting competitive after a quiet period. Hilton and IHG Hotel & Resorts have also recently introduced some of their splashiest, most expensive campaigns in years. Meanwhile, traditional players continue to contend with the disruptions caused by home-sharing sites like Airbnb and Vrbo that are popular with young travelers in the millennial and Gen Z set.