Impact of COVID-19 on U.S. travel Google ad conversion 2020

Unsurprisingly, in light of coronavirus outbreak, search advertising conversion rates in the United States related to travel and tourism industry has shown significant declines, by 27 percent. Between February 24 and March 25, 2020 search ad conversion rate for air travel has dropped by 14 percent, and for vacation packages by 50 percent.

Change in Google advertising conversions for travel advertisers as a result of coronavirus pandemic in the United States as of March 2020

Characteristic	Growth rate
All travel and tourism	-27%
Hotels & accomodations	-7%
Tour operators	-14%
Air travel	-41%
Cruises	-44%
Travel booking services	-49%
Vacation packages	-50%

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Release date

March 2020

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Region

United States

Survey time period

February 24 to March 25, 2020

Supplementary notes

The source provides the following information on methodology: "This report is based on a sample of 15,759 US-based WordStream client accounts in all verticals who were advertising on Google’s Search throughout 2020 thus far. Each industry includes at minimum 30 unique active clients. For indexing purposes, we’ve evaluated weekly account performance since February 24th against the prior six-week average."

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