Survey: Ad spend of Macau hotels and resorts in HK sees impressive growth from March to May

The ad spend of tourism related industries in Hong Kong has reached HK$212.7m during the period between March and May 2023, a YOY increase of 399% when compared with the same period last year. Meanwhile, The total spending of Macau hotels and resorts related ads in Hong Kong saw the highest growth rate among those industries.

According to the latest figures released by Admango, the tourism related industries in Hong Kong recorded 76.6 million ad spend in March 2023, representing a YOY increase of 369%; while April recorded a YOY increase of 490%, reaching a total of HK$66.2m.

Looking into individual categories, the ad spend of travel agents and services in Hong Kong from March to May reached HK105.6m, with an increase of 882% YOY, which ranked the first among all tourism related industries. The total spending of Macau hotels and resorts related ads in Hong Kong increased by 1257% YOY, recording the highest growth rate among tourism related industries.

Meanwhile, the ad spend of airlines in Hong Kong recorded a YOY increase of 273%, reaching a total of HK59.1m from March to May this year. Total spending of Hong Kong hotels and resorts related ads in the city saw a YOY increase of 74%, reaching HK$21.5m.

In terms of the tourism related industries' media share of voice (SOV), mobile ranked the first, accounting for 37%, while social media ranked second with 22% market share, followed by newspaper (13%), desktop (11%), TV (10%), out-of-home media (6%) and radio (1%).

On the other hand, travel sites Ctrip, local flagship airline Cathay Pacific and Trivago were the top three advertisers with the highest ad spend in tourism related industries, followed by Hong Kong Wing On Travel Service, Hong Kong Express, Melco Crown Entertainment, Klook, Air New Zealand, Kwan Kin Tours and Asia Miles.

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This comes as the local ad spend in Hong Kong surged significantly in the first quarter of 2023, reaching a total value of HK$6.85 billion with a YOY increase of 22%, according to Admango. Meanwhile, the ad spend of the local travel industry saw an impressive YOY increase of 324% in the first quarter.

According to admanGo, the considerable growth in local ad spend can be attributed to the lowered comparison base last year due to the impact of the fifth wave of the pandemic. During the first quarter of 2023, as the preventative measures against the outbreak gradually eased, life in Hong Kong gradually returned to normal.

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