[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fresources\u002Fwhite-papers\u002Fuk-travel-tourism-landscape":3},{"date":4,"date_gmt":4,"content":5,"categories":7,"industries":9,"coauthors":11,"class_list":15,"acf":24,"head_links":347,"breadcrumbs":348,"head":359},"2024-11-04T16:18:09",{"rendered":6},"\n\u003Cp>We have surveyed 217 marketing professionals in the Travel and Tourism industry to understand what the marketing landscape in the United Kingdom might look like for businesses over the next 12 months.\u003C\u002Fp>\n\n\n\n\u003Cp>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:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The biggest business challenges Travel & Tourism marketers are facing\u003C\u002Fli>\n\n\n\n\u003Cli>The marketing activities that are predicted to drive the most revenue\u003C\u002Fli>\n\n\n\n\u003Cli>The areas in which additional investments will be made\u003C\u002Fli>\n\n\n\n\u003Cli>How Travel and Tourism marketers are measuring the success of their efforts\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"here-are-some-of-our-key-findings\">Here are some of our key findings:\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>91% of businesses expect revenue growth in the next 12 months\u003C\u002Fli>\n\n\n\n\u003Cli>86% expect to increase their marketing budget in the next 12 months\u003C\u002Fli>\n\n\n\n\u003Cli>88% plan to grow their internal marketing team\u003C\u002Fli>\n\n\n\n\u003Cli>59% of consumers booked directly through the business’s website in the last 12 months\u003C\u002Fli>\n\n\n\n\u003Cli>79% of brands are currently working with influencers to promote their products and services\u003C\u002Fli>\n\n\n\n\u003Cli>69% believe that having a clear marketing strategy is the key to success \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"who-did-we-survey\">Who did we survey?\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"980\" height=\"474\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fuk-travel-tourism-headcount.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30895\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"992\" height=\"526\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fuk-travel-tourism-role.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30892\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"942\" height=\"532\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fuk-travel-tourism-revenue.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30894\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"932\" height=\"508\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fuk-travel-trouism-sectors.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30893\"\u002F>\u003C\u002Ffigure>\n",[8],39,[10],29,[12,13,14],164,134,135,[16,17,18,19,20,21,22,23],"post-30878","white_papers","type-white_papers","status-publish","has-post-thumbnail","hentry","category-digital-marketing","industries-travel",{"preview_image":25,"gated":86,"form_title":87,"form_button_text":88,"download_title":89,"download_paragraph":90,"white_paper_file":91,"page_content_modules":104,"hero":342},{"ID":26,"id":26,"title":27,"filename":28,"filesize":29,"url":30,"link":31,"alt":32,"author":33,"description":32,"caption":32,"name":34,"status":35,"uploaded_to":36,"date":37,"modified":37,"menu_order":38,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":45},30888,"Hero_UK-Travel-and-Tourism-Marketing-Landscape","Hero_UK-Travel-and-Tourism-Marketing-Landscape.png",724953,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&q=90","\u002Fresources\u002Fwhite-papers\u002Fuk-travel-tourism-landscape\u002Fhero_uk-travel-and-tourism-marketing-landscape\u002F","","98","hero_uk-travel-and-tourism-marketing-landscape","inherit",30878,"2024-11-04 16:12:28",0,"image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",1758,1014,{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":71,"default_portrait":72,"default_portrait-width":71,"default_portrait-height":70,"6_col_and_margin_short":73,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":74,"11_col_and_margin-width":75,"11_col_and_margin-height":68,"9_col_rectangle":76,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":79,"11_col-width":80,"11_col-height":68,"staff_image_696_600":81,"staff_image_696_600-width":82,"staff_image_696_600-height":71,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=scale&h=115&q=90&w=200",200,115,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=scale&h=443&q=90&w=768",768,443,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=scale&h=886&q=90&w=1536",1536,886,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=scale&h=1181&q=90&w=2048",2048,1181,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FHero_UK-Travel-and-Tourism-Marketing-Landscape.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,true,"Get the whitepaper!","Access now","Thanks for signing up!","Download a copy of the white paper below",{"ID":92,"id":92,"title":93,"filename":94,"filesize":38,"url":95,"link":96,"alt":32,"author":33,"description":32,"caption":32,"name":97,"status":35,"uploaded_to":36,"date":98,"modified":99,"menu_order":38,"mime_type":100,"type":101,"subtype":102,"icon":103},33216,"UK_Travel-and-Tourism_Landscape_5","UK_Travel-and-Tourism_Landscape_5.pdf","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FUK_Travel-and-Tourism_Landscape_5.pdf","\u002Fresources\u002Fwhite-papers\u002Fuk-travel-tourism-landscape\u002Fuk_travel-and-tourism_landscape_5\u002F","uk_travel-and-tourism_landscape_5","2025-05-19 12:46:03","2025-05-19 12:59:19","application\u002Fpdf","application","pdf","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdocument.png",[105,299],{"acf_fc_layout":106,"reduced":86,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":86,"title":107,"content":6,"authors":108,"gated":86,"form_title":87,"form_button_text":88,"download_title":89,"download_paragraph":90,"industries":259,"file":298},"whitepaper_content","The UK Travel and Tourism Landscape 🇬🇧",[109,164,224],{"id":110,"path":111,"display_name":112,"job_title":113,"description":114,"avatar_url":115,"acf":116},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":113,"full_bio":117,"specialist_service_links":118,"photo":134},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[119],{"page":120,"link_text":133},{"ID":121,"post_author":33,"post_date":122,"post_date_gmt":122,"post_content":32,"post_title":123,"post_excerpt":32,"post_status":124,"comment_status":125,"ping_status":125,"post_password":32,"post_name":126,"to_ping":32,"pinged":32,"post_modified":127,"post_modified_gmt":127,"post_content_filtered":32,"post_parent":38,"guid":128,"menu_order":38,"post_type":129,"post_mime_type":32,"comment_count":130,"filter":131,"url_path":132},33,"2020-03-12 15:00:28","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11","\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":135,"id":135,"title":136,"filename":137,"filesize":38,"url":138,"link":139,"alt":32,"author":140,"description":32,"caption":32,"name":141,"status":35,"uploaded_to":38,"date":142,"modified":142,"menu_order":38,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":82,"height":71,"sizes":143},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","2022-04-21 11:54:30",{"thumbnail":144,"thumbnail-width":47,"thumbnail-height":47,"medium":145,"medium-width":49,"medium-height":146,"medium_large":147,"medium_large-width":52,"medium_large-height":148,"large":149,"large-width":55,"large-height":56,"1536x1536":150,"1536x1536-width":58,"1536x1536-height":151,"2048x2048":152,"2048x2048-width":61,"2048x2048-height":153,"post-thumbnail":154,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":155,"12_col-width":67,"12_col-height":68,"default_landscape":156,"default_landscape-width":70,"default_landscape-height":71,"default_portrait":157,"default_portrait-width":71,"default_portrait-height":70,"6_col_and_margin_short":158,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":159,"11_col_and_margin-width":75,"11_col_and_margin-height":68,"9_col_rectangle":160,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":161,"11_col-width":80,"11_col-height":68,"staff_image_696_600":162,"staff_image_696_600-width":82,"staff_image_696_600-height":71,"rectangular_thumbnail":163,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":165,"path":166,"display_name":167,"job_title":168,"description":169,"avatar_url":170,"acf":171},12,"\u002Fabout\u002Four-team\u002Fbeck-lee\u002F","Beck Lee","Digital Designer","I’m a digital designer at Impression, where I work on a broad range of tasks from creating illustrations for content marketing pieces to designing social media assets.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FuK7GSr7O-Beck-Lee.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":172,"job_title":168,"specialist_service_links":173,"photo":198},"\u003Cp>Digital Designer. Joined Impression in February 2016.\u003C\u002Fp>\n\u003Cp>After Huddersfield University with a degree in Interactive Multimedia, I worked for several years as a freelance graphic designer. In one of my first jobs, I worked alongside Impression founders Tom and Aaron, designing the initial brand and website. I continued to work with them on many design projects before joining in a full-time role in February 2016.\u003C\u002Fp>\n\u003Cp>In my role as a designer, I work alongside the different teams within the company, supporting on a broad range of tasks from creating illustrations for content marketing pieces to designing social media assets.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nTo have been a part of Impression since the early days. 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