17+ Travel Marketing Stats to Inform Your Strategy
As consumers increasingly prioritize travel, it’s important to understand what matters to them. With concerns about inflation and the emphasis on relaxation, travel brands can better connect with audiences through tailored messaging across channels.
The State of Travel Today
The pandemic shifted the way consumers travel. Borders between countries remained closed for extended periods of time, and rising inflation costs post-pandemic made vacations more expensive. Despite these challenges, many consumers are prioritizing travel, and these numbers have increased over the past few years.
TEGNA partnered with Provoke Insights to develop a 15-minute online survey of 3,000 Americans to evaluate trends in the travel space. Responses were collected between May 3-22, 2023. Below are our findings from our report, “Understanding Today’s Leisure Traveler.”
Travel is Important for Consumers
Americans are prioritizing travel over the upcoming year, with many noting how important it has become post-pandemic. Consider the following numbers:
- 2 in 5 consider travel as more important today compared to pre-2020.
- In fact, 94% of Americans are planning leisure travel in the next 12 months
- 7 in 10 perceive travel as the highlight of their year
- 4 is the average number of overnight trips planned per person in the next 12 months
Social Media Is a Vital Tool for Travel Inspiration
Millennials/Gen Z are +9% more likely to prioritize spending on experiences, like traveling, over goods. When choosing a destination, social media is an important tool:
- Social media have inspired 75% to travel to a specific destination
- 48% say they want to travel somewhere they can show off on social media
Inflation Remains a Big Challenge
Despite the importance of travel for Americans, inflation remains an obstacle. These higher costs are not necessarily dissuading people from taking vacations but may influence where they go and what they do. Staycations are becoming more popular, and consumers are increasingly looking for a good deal.
- 3 in 5 are swayed by deals and discounts when booking travel
- 1 in 3 Americans are changing their travel plans and staying close to home in response to inflationary pressures
Consumers are Looking to Relax
For many consumers, they are looking to relax. Cruise ships and all-inclusive resorts have become more popular bookings over the last year.
- 8 in 10 see travel as a means of relaxation
- 1 in 3 are ready to relax on an upcoming trip
- Cruise Ships +6% intent vs. last year
- All-inclusive Resorts +6% intent vs. last year
Reach Travelers with Video Content
Video marketing can be a great way to reach consumers. Videos are a visual medium, making it easy for travelers to envision themselves at your resort, hotel, or airline.
- 83% of Americans watch some form of travel content
Local News is a Trusted Co-pilot in Travel Planning
Travel marketers can benefit from the halo effect by partnering with local news stations. Trust extends to brands who advertise within this content, and local news viewers are more likely to take notice of those brands. People who consume travel content also believe that their local news informs travel.
Viewers rely on local news stations to educate them about:
- 59% Nearby Tourist Activities
- 44% Latest Travel Trends
- Viewers are also more likely to trust travel recommendations from local news over national news.
Final Thoughts
As consumers increasingly prioritize travel, it’s important to understand what matters to them. With concerns about inflation and the emphasis on relaxation, travel brands can better connect with audiences through tailored messaging and cross-channel marketing. Travel marketers should also consider partnering with local news outlets, increasing their social media presence, and investing in video. Contact us today to learn more about how our team can help with your travel and tourism ads.
