Advertising Effectiveness of Regional Language vs. English Digital Ads for Travel Packages in India: An Empirical Investigation with Primary Data Analysis

The productivity of regional language versus English digital advertisements for travel packages in India is empirically assessed in this study. This study obtained primary data from 532 Indian digital users in metro, tier-2, and tier-3 cities, building on the conceptual framework derived from earlier research. A controlled ad exposure experiment was carried out in the study to contrast paired ads for identical getaways in English and regional languages (Hindi, Tamil, Bengali, Marathi, and Telugu). Studies show that while English advertisements tend to be more fruitful for premium and outbound travel segments, regional language promotions substantially boost engagement, trust, and booking intention among non-metro audiences and for domestic travel packages. The link between ad language and purchase intention has been shown to be somewhat mediated by trust. The research paper delivers practical suggestions for travel marketers navigating the country's multilingual digital ecosystem and contributes genuine data to the ever-growing conversation on vernacular digital marketing in India.