Excerpt from Expedia

Destination management and marketing organizations have faced unprecedented challenges over the past few years. These headwinds were strong: Destinations had to pivot in their marketing strategies to connect with the right traveler at the right time, address staffing shortages that resulted from the pandemic and shift booking windows to meet fluctuating demand.

But now, the good news is that travelers are hungry to hit the road – our latest research shows that eight in 10 consumers intend to take at least one leisure trip in the next 12 months and more than half plan on taking two trips. This allows for new and expanded opportunities for destination marketers to reach these travelers.

Destination management and marketing organizations have faced an uphill climb the past few years. From trying to attract visitors as things started to reopen after the initial wave of the pandemic, to managing staffing shortages and more, the headwinds they faced were strong. The good news is that travelers are hungry to hit the road – our latest research shows that eight in 10 consumers intend to take at least one leisure trip in the next 12 months and more than half plan on taking two trips.

While nearly 50% of travelers report putting a newfound emphasis on travel, this demand extends to international travel with 50% of consumers reporting that they are likely to travel internationally in the next 12 months or already have a trip booked. This international travel recovery is a substantial increase as only 12% of travelers reported traveling internationally in mid-2020. Business travel is also seeing an increase as more than a third – 33% – of travelers said they are planning a business trip.

This increase in demand for domestic, international and business travel opens a variety of avenues for your destination marketing strategies. Every destination is unique – in the same way that every traveler is. Take these trends and think of how you can position your destination to appeal to travelers in the coming year. Look at what type of advertising solution will work best for you. Custom creative campaigns give you the opportunity to deliver interactive and immersive experiences to travelers, helping them visualize their travel experience before they go.

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