When it comes to travel marketing content, knowing your audience is vital. Here are 5 key learnings from the collective research above to help you understand and effectively engage your digital travel consumers.
On average, only 37% of travelers surveyed had a destination in mind when deciding to take a trip. Millennials are most likely to be deciding between multiple destinations and Boomers are most likely to already have a destination in mind.
Gen Z and Millennial travelers are influenced the most by imagery and deals in advertising while ads with informative content and reviews speak more to Boomers. Americans, Canadians, and Australians are the most influenced by deals, while the biggest influence for Germans is informative ads.
Millennials are the leaders in both business and personal trips, taking an average of 2.9 personal trips and 1.6 business trips. They are also more likely to take bleisure trips, business trips that extend into leisure travel.
Gen Z is likely to start the research and planning process without a destination in mind. They rely on smartphones for travel inspiration and are highly influenced by deals and imagery on social media and advertising.
Across all generations, Online Travel Agencies (OTAs) account for the highest number of online bookings. Nearly half of respondents used an OTA to book their last trip and Millennials use OTAs significantly more than any other resource for booking travel.