86% of U.S. consumers plan to travel this summer (Yahoo!). Here’s a look at their habits and preferences: Warm weather is finally here, and consumers are already starting to book their summer trips. Savvy marketers are fine-tuning their summer display, mobile, and search travel campaigns now, and with good reason. Buoyed by a rising economy, spending on summer travel is forecast to increase this year, according to a recent survey of U.S. consumers by TripAdvisor:
- 86% plan to travel this summer, a 7% increase from last year
- 25% expect to spend more than they did last year; 53% will spend the same
- 71% would book a trip on the spur of the moment if they see a last-minute deal
Here are some insights into the spending habits of this year’s summer travelers, and how they’re using multiple screens to plan and book their vacations.
Two-thirds of summer travellers will fly and stay in hotels
Most Americans (64%) say they’ll take to the sky for their summer vacations. Forecasts by Airlines for America say that U.S. airlines will transport 209 million travelers globally between June and August. That’s just a 1% increase over last summer, but it’s the highest volume of summer travelers in five years. The busiest travel days are expected to be Thursdays and Fridays between the middle of June and the first week of August.
Where will our summer travelers be heading? Here are the top five most popular types of destinations this year, according to the TripAdvisor survey:
- 51% said beaches
- 50% said cities
- 29% said countryside
- 23% said national parks
- 17% said lakes
The most popular cities, in order of preference, are:
- New York
- Washington, D.C.
- Las Vegas
When they get to their destinations, 70% of travelers will stay in hotels this year. The average traveler will book just over seven nights and spend $1,134. A total of $84 billion is projected to be spent on hotel accommodations this summer, according to data from Room Key.
Consumers use multiple screens to research and book trips
Travelers are using multiple screens to complete their travel arrangements, but not completely by choice. Tablet and smartphone owners want to use their devices to plan and book their trips, but slow and poorly designed mobile apps and sites force many of them to use PCs and laptops to complete their travel arrangements, according to a study by Mobiquity titled "The Connected Traveler: Mobile Satisfaction Report."
Among tablet users, the study found that:
- 54% use their tablets to research travel, but use a desktop or PC to book
- 26% use their tablets to book trips on mobile sites
- 16% use their tablets to book via mobile apps
Among smartphone users:
- 62% use their mobile devices for research only
- 8% book trips via mobile sites
- 9% book using smartphone apps
With the increasing use of mobile in planning and booking summer travel, brands should make sure their mobile sites are optimized, functional and quick-loading: 35% of respondents said they would be less likely to book with a brand after having a bad mobile experience. Sites that don’t provide mobile-friendly experiences to travel consumers risk missing out on a slice of the $25 billion in mobile travel bookings projected for 2014, the study said.
Social is also playing a growing role in travel planning. According to NewMedia Trend Watch, Facebook is the traveler’s social network of choice, with 29% using this platform for vacation inspiration, ahead of TripAdvisor (14%), Twitter (6%) and Pinterest (4%).
Travel marketers can use these insights to make sure their campaigns will reach consumers where they’re actually spending their time while planning and booking vacations. For example, make sure you’re present on tablets and smartphones to reach travelers in the research stage. If you want help fine-tuning or developing your travel campaigns, contact your Account Manager.
More from #DTTT
In June we present:Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]#Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
In May we present:What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]#recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism
In May we present:Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9
As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]#recovery #COVID-19 #sustainability #digitalisation #industry #tourism
In May we present:The Nordics COVID-19 Response
How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]#The Nordics #Response #COVID-19 #DMOs #marketing #strategy
In May we present:What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8
In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]#Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism