The below graph is from a recent post in eMarketer called, Search and Display Advertising Synergies. The article talks to how marketers with limited budgets can benefit from understanding how to leverage online display along with paid search. However, notice how the “Travel” category is one of the few industries in which display conversions are less than those in search? Even though the article notes that the average internet user spends less than 5% of their time doing searches, travelers are much more influenced by search campaigns than other online purchasers. I’m not sure why travel is trending this way, but it’s certainly important information to weigh when penciling in a budget for search and display online advertising for a ski resort.