From quick getaways to bucket-list travel experiences, consumers are spending more time and money on travel than ever before. The vast array of online booking sites offering premium travel deals at affordable prices have made it easy for consumers to choose destinations with the tap of a finger. But, it has also forced airlines and hotels to work harder to get - and keep - consumers’ attention.
While the majority of travel consumers are brand-conscious, only 9% begin their journey with a specific travel brand in mind. However, when they have a relationship with a travel brand, they’re 22% more likely than average to select that brand over another. Here, we look at the travel consumer and how experiential and social amplification strategies develop relationships that build loyalty.
Here are five facts to know about travel consumers and what makes them tick.
Travel consumers perceive themselves as affluent and adventurous
61% buy premium products
60% brand conscious
56% believe others view them as adventurous
50% consider themselves more affluent than average
Try Before You Fly
Experiential strategies entice consumers to explore new destinations
64% would like to use virtual reality to preview a travel destination before booking
Top purchase drivers among travel consumers
64% coupons and discounts
32% customer reviews
32% loyalty points
23% positive comments on social media
18% entry into competitions
User-generated social media influences decisions
97% of Millennial travelers and 60% of all travelers share travel photos
40% of Millennials consider the “Instagrammability” of their destination before booking
Word-of-Mouth Drives Decision Making
Top sources of brand discovery
36% search engines
33% paid advertising
25% social media
27% brand websites
24% consumer review websites
Contact us today to learn how our team can help you reach travel consumers with our suite of experiential marketing services.