Excerpt from PhocusWire
The travel industry is beginning to recover post pandemic, but it’s taking on an entirely new shape. Read on for the last in our four-part series on changing traveler demand and how to be ready for what’s next.
Days are getting longer, weather is getting warmer, and spring is in the air — and, with it, thoughts of spring travel. After Omicron bungled many a holiday plan, travelers are now cautiously optimistic as COVID-19 rates continue to decline.
U.S. COVID hospitalizations have fallen more than 80% from their January peak, and travel searches are on the rise globally. Searches for “international travel” have increased 300% year-over-year, and “spring break” searches have doubled. Meanwhile, 40% of Americans are planning to travel over the next four months, and 93% will take at least one leisure trip over the next 12 months — the highest percentage since the start of the pandemic.
The world has turned its attention to the grave situation in Ukraine, adding an element of uncertainty around what’s to come. But pent-up demand is fueling a desire to travel, and in the U.S., it’s being driven by seasonal moments like spring break and Memorial Day.
In our latest Travel On Air episode (access code TOA6PCW), we shared some insights about rebounding seasonal demand. Let’s take a look at what’s driving travel this spring and how marketers can make the most of the resurgence.
1. Travelers are wide open
While loyalty once reigned supreme, more than a third of today’s travelers show a willingness to try new brands. That means marketers have a unique opportunity to win undecided customers. Delivering value can help convert travelers who are still on the fence about their flights, hotels, and experiences.
And the time to reach them is now: 61% of those traveling within the next four months will begin their research a month or more in advance. With 50% planning trips for spring break and 41% for Memorial Day Weekend, these major travel moments are fast approaching, and brand-agnostic travelers are waiting to hear from marketers.
2. Viewers want an escape
At the beginning of the pandemic, safety and flexibility were everything. Now, they’re simply a given, according to an analysis by Google’s Creative Works team. With customers feeling confident that brands will deliver on the proper protocols, marketers can pivot to focus on something far more enjoyable — the escape.
“Travel has understandably played it safe over the last two years,” says Creative Works global business lead, Jeff Miner, “but… there’s a bigger, more expansive story out there for those willing to break from the status quo.”
To take the escape route, brands should create video and audio that fully immerses viewers, whether through a nostalgic song, the sound of crashing waves, or dynamic visuals that feature a stunning destination. Long-form ads are performing particularly well right now on T.V. and mobile since they lean into this immersive experience and take viewers along on a journey.
That’s not to say that marketers shouldn’t mention flexible booking or contactless check-in, but they no longer need to lead with them. This gives marketers the opportunity to include branding elements once again (opening with a prominent logo, for instance), something that has been missing almost entirely since the start of the pandemic.
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