Online marketing spend 'may increase by 50%' among travel companies

Some travel companies may increase their internet advertising budgets by as much as 50 per cent in the near future, a new poll has suggested.

A total of 88 firms operating within the tourism sector were asked by Whatsonwhen what they expected to happen to their online marketing spending over the next few months.

Approximately 80 per cent of those polled said that they would not be reducing their budgets, while more than 50 per cent believed that budgets would increase in size, Travel Mole reports.

The top increase estimate was 50 per cent, with the lowest 11 per cent.

Respondents included hoteliers, airlines, travel agents and tour operators.

Commenting on the findings, Whatsonwhen's Joel Brandon Bravo remarked: "In these tough times it was encouraging to see the online channel continuing to grow in importance with more than 50 per cent of respondents planning to increase online spend in this year."

The news follows research from the Internet Advertising Bureau, which recorded 28 per cent growth in the paid-for search advertising sector in the first half of 2008.