60
Travel brands tracked
27+
Destinations analyzed
4
Data channels fused
30 days
Reporting window
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 Google Ads, Meta, TikTok, and GA4, calibrated specifically for the travel purchase journey. The findings below are a representative sample. The full report launches May 21st.
Register for the free live briefing below to get the data on launch day.
Launching May 21st, 2026
In March 2026, we analyzed data from four integrated marketing platforms across 60+ middle-market travel brands and 27 destinations to understand how the escalating Middle East conflict is reshaping traveler behavior. The findings below are a representative sample. They point to a more complex picture than headline sentiment suggests: hesitation patterns extending well beyond the conflict zone, and a small cluster of destinations where demand is not just holding but actively converting at growing rates.
The full briefing maps both the risk and the opportunity across all 27 markets.
The full report launches April 23rd. Register for the free live briefing below to get the findings on launch day.
The full briefing maps both the risk and the opportunity across all 27 markets.
The full report launches April 23rd. Register for the free live briefing below to get the findings on launch day.
Date & Time
May 21st · 10:30 AM CT
John Matson
CRO @ Propellic
Brennen Bliss
CEO & Founder @ Propellic
ABOUT THIS REPORT
Resilient demand. A higher cost of capture.
In 2025, the travel industry moved beyond recovery into a period of stabilized but expensive growth. Platform costs rose, traveler behavior grew more complex, and the gap between average and top-performing brands widened significantly. This report analyzes tens of millions in spend across 60+ brands to define what "good" 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.
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.
2x
ROAS spread · industry average vs. top quartile
Strategy is the multiplier
The gap between an average travel brand and a top-quartile 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.
Spain
+2,221%
Sessions YoY
-45.71%
Conv. Rate MoM (Google Ads)
There's much more inside. This is just the surface.
Sector deep dives across Multi-Day Tours, Day Experiences, Accommodations, and Transportation, plus the full P75 Playbook, channel yield rankings, and the 5 strategic mandates for 2026.
Register for the Webinar
FULL REPORT CONTENT
There's much more inside.
This is just the surface.
01
The Full Focus Region and Engagement Cluster Analysis
Conversion rate trends, spend velocity signals, and search intent data across all 9 conflict-zone destinations. Includes a breakdown of why Vietnam, Thailand, and Indonesia appear to be the only markets in our sample improving on both MoM and YoY timeframes simultaneously.
02
The Engagement Recovery Map
Google Ads conversion rate trajectory for all 27 destinations plotted across MoM vs YoY axes. See exactly which markets are "Coiled Springs" ready to rebound.
03
Japan Case Study: The Commercial Anchor
The one destination combining stable engagement with real transaction volume. Why Japan is the model other Coiled Spring markets will follow when confidence returns.
04
The Fortification Playbook
The Fortification Playbook Desc: 3 concrete actions for travel CEOs and CMOs. How to audit destination pages for reassurance gaps, where to consider holding spend during the trough, and how to identify potential Engagement Clusters before the market prices them in.
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 with John Matson and Brennen Bliss. They'll 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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