Travel’s creative gap: new research shows why the sector is falling behind on paid social

Travel brands trail other categories on Meta and TikTok because they show most travellers the same few ads, on platforms that now reward variety, according to new research from technology-led performance and creative agency Nest Commerce. The study, conducted with research firm NewtonX, surveyed 54 senior travel marketers in the UK, Europe and the US, including major airlines, international hotel groups and leading online booking sites.