Where to Take Your Destination Marketing Strategies Now
- The sharing economy shows no signs of slowing down, which means demand will grow for properties booked through Airbnb and Vrbo.
Are you highlighting attractions and activities in areas that have a lot of these properties on your website? Visitors are going to search for “Things to do in the place where they’re spending the weekend”, so make sure your site has content that answers that question.
- Americans will be taking fewer international trips, and more regional road trips.
There will also be more “Wings and Wheels” travel – people fly into a city and take a car to explore from there. When was the last time you audited and updated the content on your site related to road trips, roadside attractions, and scenic byways? Do you have suggested driving itineraries? Do you take advantage of your relationship with the nearest airport – do you have your brochures displayed, or ad signage in the arrivals area?
- Travelers are eco-evolving.
We’re increasingly concerned with the impact that traveling has on the world, and the environment. There’s an undeniable upswing in searches for eco-friendly travel destinations, accommodations, and travel products. Relatedly, train travel, agritourism, and staycations are also trending. This is a good time to shine a spotlight on towns that are easily accessible via public transportation, and lodging and attractions that have “green” practices and programs.
- Travel behaviors are generational.
What motivates Millennials to visit a place? Many times, it’s the local cuisine. For Generation X, family fun is the reason. Boomers want to go somewhere with art and cultural offerings. Keep these motivators in mind when you design ads specific to each audience. And don’t forget, these generations will mix it up and travel together. Multi-generational travel continues to grow. “Skip-gen” travel is growing too – Boomers are just taking their grandkids on trips, not their own kids.
Do you need an outsider’s perspective on your 2020 marketing plan? I’d love to help. traci@bbggadv.com
Sources:
MMGY 2019–2020 Portrait of American Travelers survey
The American Society of Travel Advisors (ASTA) "How America Travels" study: www.travelpulse.com/news/travel-agents/how-america-travels-survey-reveals-consumer-and-travel-advisor-confidence.html
Booking.com Travel Predictions 2020: https://travelpredictions2020.com
VRBO 2020 Travel Trends: https://www.vrbo.com/l/trend-report/
Pinterest 100: https://newsroom.pinterest.com/en/post/pinterest-100-the-top-trends-to-inspire-and-try-in-2020
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