Towards the end of 2025, we surveyed 1,000 travel & tourism marketers to understand the challenges in the health & beauty landscape over the past 12 months and what businesses plan to do in 2026.
We gathered responses from a mix of levels, from middle management to C-Level executives.
This report shares our findings and allows you to benchmark your business and see how you compare to those of a similar size. Gain insights into:
- The biggest business challenges marketers anticipate facing
- The marketing activities that are predicted to drive the most revenue
- The areas in which additional investments will be made
- How marketers are measuring the success of their efforts
Here are some of our key findings:
- 78% of businesses expect revenue growth
- 64% expect to increase their marketing budget
- 64% plan to grow their internal marketing team
- 53% say that having a clear marketing plan is the key to success
- 54% of customers prefer to book via a company’s own website
- 67% of marketers have seen a positive impact from AI search
Who did we survey?
