A report from from the Travel Leaders Group found that Americans are traveling more in 2012 than they did in 2011, and marketers in the industry can move quickly to attract value-conscious travelers. According to the study, 76.7 percent of travel businesses said their sales for Thanksgiving-related travel is on the rise, and 72.3 percent said the same for the December holidays.
While more Americans will travel in 2012, finding the best value is a concern for most. Developing well-rounded new media marketing strategies that help attract Americans likely to travel can drive sales for travel companies during the busy time, and it isn’t just a low price attracting these shoppers. The Travel Leaders Group found that 75.9 percent conduct their travel planning early to ensure a better seat during their flights or take advantage of promotional offers associated with early booking.
Given the stress of traveling during such a busy period, marketers can adjust their content marketing strategies to focus on acting quickly to allow for flexibility related to travel dates and times. In general, highlighting making travel less stressful will help convert consumers shopping early.
Brafton has frequently cited instances of travel and hospitality marketers pointing to the web as a driver of increased visibility and exposure. Most recently, a report from Harris Interactive found that travel marketers must be especially active with web marketing given a continued improvement in trip planning as the economy recovers.