How Travelers Choose Where to Go
In the initial phase of planning a trip, many travelers are undecided about their destination. According to a study by Expedia Group and Luth Research titled The Path to Purchase: Uncovering How Travelers Plan and Book, over half (59%) of travelers didn't have a specific destination in mind or considered multiple destinations. This highlights an openness to destination inspiration during the early stages of travel research.
Destination Inspiration Travelers from Mexico and the U.K. show significant indecision, with over 80% and 62% respectively, not having a specific destination in mind. Additionally, 63% of vacation rental bookers were undecided on their destination when they first decided to take a trip. This creates an opportunity for destinations and vacation rentals to connect with travelers early in their decision-making journey.
Travel Preferences Among travelers considering multiple destinations, 13% evaluated an average of three different options. Key factors influencing their decisions included weather or seasonality (53%), trip type (48%), travel costs (47%), accessibility (46%), and travel time (45%). Only 20% considered destinations within the same region, showing that travelers are open to diverse locations from the outset of their planning.
What Do Travelers Want?
Advertising and Inspiration Advertising plays a role in decision-making, with nearly one in five (19%) travelers influenced by it. Destinations can benefit from showcasing their unique offerings through compelling imagery and tailored copy to attract travelers.
Travel Surge The desire to travel is strong, with global travel searches increasing by 25% quarter over quarter in Q1 2024. This provides a prime opportunity for destinations to connect with potential travelers early in their planning phase.
Social Media's Role in Travel Planning
Inspiration and Recommendations Social media significantly influences the travel customer journey, especially in the inspiration and recommendation stages. Among social media users, 65% seek destination inspiration, with Japanese travelers particularly reliant on social media for travel planning (76%).
Content Consumption During the purchase path, 40% of travelers use social media to view travel content from friends, family, or influencers. Over a third (35%) seek feedback on destinations they are considering. This underscores the power of authentic content and travel advice shared on social media.
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Effective Marketing Campaigns for Your Destination
Popular Platforms Instagram (65%), Facebook (48%), YouTube (40%), and TikTok (37%) are the top social media platforms for travel inspiration. Destinations should leverage these platforms to share inspirational content and special deals, resonating with travelers seeking authentic experiences.
User-Generated Content Incorporating user-generated content in social campaigns can enhance authenticity and appeal. Custom social promotions and co-branded videos can elevate social media campaigns, ensuring your destination stands out.
How Travelers Find Destinations and Narrow Their Options
Research Tools Travelers use various resources for travel research, including search engines, meta travel websites, social media, destination sites, and OTAs. Most travelers visit OTAs before making any travel purchase, with 80% doing so. Even those booking directly on hotel or airline websites often visit OTAs during their journey.
Destination Sites Destination sites are crucial, with 68% of travelers using them for research. In Japan, this figure rises to 80%. Over 40% of travelers found these sites influential in their decision-making, emphasizing the need for current, visually appealing, and informative content.
Finalizing Destination Options
Planning Phase During the planning phase, travelers continue to use various resources, including OTAs, meta travel websites, and social media. Destination sites remain vital, with 27% of travelers using them for planning (32% in the U.S. and Japan).
Booking Considerations When choosing where to book, nearly half (49%) prioritize getting the best price, while 31% consider their previous positive experience with a travel brand. Flexibility, such as cancellation policies, is important to 28% of travelers.
Maximizing Reach Destinations should collaborate with travel partners, including OTAs, to extend their reach. Creating unique and impactful content for both internal and external channels will help destinations connect with travelers ready to make a booking decision.
