Priceline is the travel industry’s largest digital advertiser.  It’s built its company using TV and digital advertising, but the majority has been on digital.  In 2017, it’s expected to spend $4.3 billion dollars on digital, according to Skift, an industry website that tracks spending within the travel category.  The vast majority of digital spend (estimated at 70%) is going to Google.

But that’s about to change., owned by Priceline, is reducing its digital spend and moving to TV.  The company says it is re-thinking PPC and moving to TV to attract more direct bookings.  The company is planning a 55% increase in TV spending.

Priceline Group CEO Glenn Fogel says the investments in television advertising would build a foundation for the future.