A report from Harris Interactive found that 44 percent of Americans said economic factors do not impact their travel plans, especially in the summer. As such, the study found that more Americans are planning to travel during the remainder of the summer, and marketers in the travel and hospitality industries can target the 60 percent of consumers expecting to make a trip with web marketing.
Even with just a month remaining in the summer, the opportunity to appeal to travelers remains strong. Developing content marketing campaigns that highlight certain destinations can provide an impetus for a website visitor to plan a vacation. Moreover, a social media marketing strategy that looks to drive conversation about places fans and followers are interested in can be a good way of compelling a consumer to book a trip.
“While consumers are not necessarily planning on taking more vacations this summer as compared to last, when they do take vacation, they plan on spending more,” Allison Powell, research director for Harris Interactive, said in a release. “Despite the uncertainty in the economy, people need their vacation time and this is a good thing for the travel industry.”
The industries that have successfully leveraged increased interest in travel include hotel chains and independent hotels. Brafton reported last year that web marketing was a major priority for hotels in 2012, as TravelClick said that 43 percent of hotels planned to increase their presence on the web.