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Skift Take
Airbnb is moving away from Google and performance advertising but few others seem to be following in its footsteps. We believe most online booking sites will remain reliant on Google for top of the funnel marketing post-pandemic. This sets up the search engine to retain its dominant position in travel.
In our latest report, Skift Research estimates that the travel industry spent at least $8.9 billion on Google performance advertising in 2021. The search engine continues to be one of the most impactful players on all sectors of the travel industry with its role only growin
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