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We forecast digital travel sales will reach $322.41 billion in the US in 2025.

Our take: We expect US digital travel sales to grow 8.5% YoY this year, which reflects the growing disconnect between consumer sentiment and consumer spending patterns. Even as sentiment remains well below historic norms, consumers are willing to spend on travel this holiday season. Go further: Read our Infopack: Travel 2024.

Leisure and business digital travel sales show sizable growth. Digital travel sales have seen a roughly 50% increase, from $208.44 billion in 2019 to $314.57 billion in 2024, highlighting a significant acceleration of the market since the pandemic. Click here to view our full forecast for digital travel sales. Digital ad spending in the travel industry has kept pace with sales.

To keep pace in a complex landscape and meet increasing demands from advertisers, commerce media players need to invest in fresh channels, tools, and innovation.

US travel sales will approach $368 billion by 2028. To act on this opportunity, brands and travel industry professionals need to understand online travel research trends and shopper behaviors.​

Gen Z (55%) and millennials (62%) have made more travel purchases on their smartphones, compared with their older Gen X (44%) and baby boomer (28%) counterparts, according to March 2024 data by Hopper.

Total digital travel sales had already surpassed pre-pandemic levels in 2022 on the back of 82.5% growth in 2021 and 30.0% growth last year. In 2023, total sales will exceed 2019 levels by $88.33 billion. To view the full forecast, click here. The average spend per person is also set to reach new highs.

US digital travel sales spiked 20.0%, per our forecast, thanks in part to the number of US consumers taking trips to Europe jumping 55% year-over-year (YoY) over the summer, per Allianz Partners.

And total US digital travel sales will total $261.37 billion in 2023, according to our forecast, opening up a large volume stream for Amazon. The bigger picture: The co-brand space is in flux. New programs have come online, including cards from Chase and DoorDash and Citi and Overstock.

Digital travel sales will eclipse pre-pandemic levels this year, far earlier than we initially thought. This, in turn, is directly affecting ad spending decisions by the travel industry. The more that consumers return to airplanes, trains, buses, hotels, and cruises, the more that industry players will be inclined to spend money competing for their attention.

Despite rising prices, demand for travel continues to grow after years of pandemic lockdowns and travel restrictions. Our research team takes a look at loyalty program users by generation and how to keep them booking.