Are You Spending Your Budget in the Right Place?
The most critical question for every travel marketer is often the hardest: How should you split your budget between awareness and conversion?
There’s no magic number—the answer must be driven by your destination’s unique strengths and goals.
Let Your Destination Decide
- Got stunning visuals? Invest heavily in the Upper Funnel (brand affinity) to leverage that “eye candy.”
- Are you a top attraction? Prioritize the Low Funnel (search) to capture visitors looking for things to do “near me.”
The New Funnel Balance
While paid search still matters, a major shift is underway. Fueled by the rise of Digital Video (OTT/YouTube), marketers are moving dollars toward inspiration. The digital budget is now splitting: 60% invested in the Upper Funnel versus 40% in Low Funnel search.
This trend is even stronger in travel, where inspiring video assets are king.
The Bottom Line
Your budget must reflect your goals: Invest in awareness to fill the pipeline, and invest in search to seal the deal.
Ready to stop guessing and start allocating your budget for maximum impact? Read our full guide to master the funnel balance!
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