60
Travel brands tracked
+50M
Aggregate spend
5+
Sectors analyzed
2025
Full-year data
Propellic Travel Marketing Index
Travel Industry Paid Media
Benchmark Report
The most comprehensive paid media dataset ever built for travel, benchmarked across 60+ brands and tens of millions in ad spend.
This report aggregates anonymized performance data from over 60 global travel brands across Propellic's data warehouse, calibrated specifically for the travel purchase journey. The findings below are a representative sample.
Register for the free live briefing below to get the report on launch day.
Launching May 21st, 2026
Date & Time
May 21st · 10:30 AM CT
John Matson
CRO @ Propellic
Brennen Bliss
CEO & Founder @ Propellic
ABOUT THIS REPORT
Capturing demand. Even with a higher cost of capture.
The travel industry has moved beyond recovery into a period of stabilized but expensive growth. Platform costs have risen, traveler behavior grows more complex, and the gap between average and top-performing brands widen significantly. This report analyzes tens of millions in spend across 60+ brands to define what "good" and "great" looks like across every major channel, sector, and tactic.
The findings below are a representative sample. They point to clear, actionable patterns in seasonality, funnel structure, brand vs. non-brand investment, and channel yield that separate the top quartile from the rest. The full report and every data point will be walked through live on May 21st and available for download after.
The findings below are a representative sample. They point to clear, actionable patterns in seasonality, funnel structure, brand vs. non-brand investment, and channel yield that separate the top quartile from the rest. The full report and every data point will be walked through live on May 21st and available for download after.
ROAS spread · industry average vs. top quartile
2x
Strategy is the great ROAS multiplier
The gap between an average travel brand and a top performer isn't a budget gap. It's a strategic one. Our data shows a clear 2x ROAS differential, with the separation driven almost entirely by structural campaign decisions, not spend levels.
Macro efficiency
ROAS · shoulder season vs. high season
+101%
High season is for volume. Shoulder season is for profit.
Brands scaling spend at peak pay a premium for worse returns. The efficiency winners are leaning into shoulder periods while competitors overspend for volume, and they're generating more than double the ROAS as a result.
Seasonality
ROAS spread · industry average vs. top quartile
75%
The acquisition trap: spending more to convert less.
OTAs and marketplaces are directing 75% of paid spend toward non-brand terms, yet 78% of conversions come from branded searches. This structural imbalance is one of the most consistent and correctable inefficiencies in the dataset.
OTAs and Marketplaces
There's much more inside. This is just the surface.
Sector deep dives across Multi-Day Tours, Day Experiences, OTAs, and Transportation, plus the full P75 Playbook, channel yield rankings, and the 5 strategic mandates for your campaign planning.
Register for the Webinar
WEBINAR · MAY 21st, 2026
Register for the
Live Briefing. Free.
Live Briefing. Free.
The report launches May 21st. Register below for the free live briefing to walk through the full findings, the methodology, and exactly what travel brands should be doing about it right now.
Registrants receive the full report on launch day.
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