Understanding Today’s Leisure Traveler: Recommendations for a 5-Star Travel & Tourism Campaign 

The recovery of the travel and tourism industry has officially reached what we like to call cruising altitude, thanks in part to the pent-up demand brought on by the pandemic.  

You’ve heard of the term revenge travel, a new phenomenon born out of this interesting and unprecedented time. But travelers are throwing caution to the wind. They’re opening their wallets and heading out by land, air, and sea to compensate for some of this lost time.  

Because we know this category is ripe for opportunity, we also know that quality insights and fresh data give your brand an advantage in the marketplace. Once again, we partnered with Provoke Insights to study today’s leisure travelers. Much like our successful and award-winning auto e-book, millennial whitepaper, and healthcare study, we analyze consumer sentiments, motivators, and more to create actionable recommendations for brands. 

What should advertisers do with the insights that we found from our consumer survey, Taking Off: Understanding Today’s Leisure Traveler? 

Recommendations for a 5-Star Travel & Tourism Campaign

1. Focus on travelers’ evolving motivations and brand their messaging

Americans are desperate for stress relief and relaxation. Travel brands would do well to highlight the seamlessness of their experience from booking to checkout and emphasize that they offer a no-stress experience. 

2. Hometown tourists and staycations

We also found that more Americans are leaning into staycations and hometown tourism, partly due to inflationary pressures. Tourist attractions that cater to out-of-towners should consider special promotions and discounts for hometown tourists.  

3. Service and 5-star messaging

The survey validated that top-notch service and cleanliness are paramount to today’s travelers, especially in this post-COVID world. Travelers are becoming increasingly sensitive to and reliant on reviews to help influence their decisions. For brands utilizing genuine reviews and testimonials in their messaging, social proof can help assuage concerns about some of the declining services we’ve seen.  

4. R&R has a whole new meaning: Relatives and Reunions

While my parents’ way of connecting is showing up uninvited and unannounced, some people intentionally plan to see their family. We saw this come through in our survey loud and clear. Reconnection with the family has reached an apex, and brands offering group discounts for large parties and messaging around reunion sentiment will find a receptive audience here. 

5. The Power of Video

This survey only further solidifies the importance of video, trust, and scale to influence travel planning and purchase intent. These findings reinforce the need for a holistic cross-platform video strategy that meets viewers where they are. 

Smooth Landing with TEGNA 

Brands should partner with local news organizations like TEGNA, which have earned the trust of their viewers to amplify their message with linear TV broadly. Look at sales-friendly lifestyle programming to elevate your message and precision targeting with first-party audience targeting like TEGNA AudienceOne or any of PREMION‘s fantastic targeting options to help brands extend their reach even further. Let’s get in touch to start your brand’s journey.