Summer travel is just around the corner, and we expect it to be as crowded as last year, if not more so.
Not only are travel brands having to respond to increased demand for perennial hotspots like Italy, Japan and, of course, the US, but cultural tent poles like the Paris Olympics are putting pressure on all travel itineraries. It will increase.
A recent consumer survey by research firm Econsultancy found that a significant portion of U.S. respondents (35%) intend to travel as much as they did in the previous year, and a notable proportion (26%) also intend to increase their travel activities. thinking about.
As a result, travel companies are exploring new growth opportunities in terms of new destinations, activities, and even schedules. Additionally, reaching potential travelers will be more difficult than ever this year. The demise of third-party cookies, on which travel and hospitality brands rely heavily, and an election cycle that is expected to eat up a large portion of available advertising opportunities, will require brands of all types to rethink their digital strategies. there is.
The solution to all of these challenges, as we all know, is to focus more on messaging that is triggered based on the unique needs and desires of travelers. The secret to knowing which messages to send to which potential travelers is to better understand who they are and where they want to go.
Here are some additional insights from consumer research that can help you accomplish both.
Traveling is a long consideration process
Booking a trip isn't like buying shoes. Few people buy on impulse on a European vacation. This means travel companies need to think far beyond the customer's planning process to ensure they're in the right place at the right time.
Our data shows that 39% of consumers book domestic travel 2-4 weeks in advance, and an additional 29% book 5-12 weeks in advance. The time frame is even longer for international travel, with 41% booking their trip more than 12 weeks in advance.
Understanding these trends can help travel service providers adjust their marketing efforts and tailor offers to the booking habits of different age groups.
Travelers research their trips from multiple sources
Much of the time spent in the aforementioned consideration process is spent researching where to go, how to get there, where to stay, and what to do. Knowing where this research is being conducted can help travel brands find their audience and message accordingly. Here's where to find them:
- Online travel agents are the most popular research channel, used by 50% of U.S. travelers, and 42% go directly to a travel agent's site or app.
- Online reviews are also an important source of information, with 37% of U.S. respondents consulting online reviews and 39% of U.S. travelers considering recommendations from family and friends.
- Only 15% of travelers source their information from travel blogs and forums, while traditional travel publications such as magazines and their online properties are slightly better at 20%. Social media topped both at 24%.
However, the places to book are not as segmented. Online travel agencies emerged as the preferred booking channel, accounting for 46% of the businesses surveyed, while direct bookings to travel brands were almost tied for the same number at 43%.
When to contact potential travelers
While travelers are doing this research, it's important to know when to reach out and when to wait. Fortunately, they have made it very clear that they are willing to receive unsolicited information of any kind.
Younger travelers are more receptive to travel offers, whether they come directly from a brand or from an online travel agency, while older respondents are more receptive to unsolicited offers. and higher levels of skepticism. According to our data, 54% of girlfriends in the 65-74 age group are distrustful of unsolicited email or text offers, while the same is true for the 18-24 year old age group. Only 23% of women feel this way.
This may suggest that trust-building measures and personalized communication are particularly important when targeting older populations. Additionally, this data shows that direct communications from travel brands are generally more trustworthy across all age groups compared to offers from online travel agents.
Explore new tools to connect with travelers
As mentioned above, the travel and hospitality industry will be particularly hard hit by Google's retirement of third-party cookies at the end of 2024. Many industry marketers rely on third-party cookies for retargeting and maintaining customer attention, but in the new year that option will no longer be an option.
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Learn more about how consumers want to interact with travel and hospitality brands.
