Why Cyber Monday Provides a Key Opportunity for Travel Marketers

Christine Walker Scarce, Director, Product & Sales Marketing, Expedia Group Media Solutions
October 3, 2019

When we think of shopping, we think of things. Coined in the mid-2000s, “Cyber Monday” rose to prominence as the virtual counterpart to Black Friday, drawing in record-breaking ecommerce numbers each year – most famously – for the purchase of physical retail items. 

According to Adobe Analytics, Cyber Monday sales spiked 19.3 percent in 2018 from the previous year, with businesses raking in a grand total of $7.9 billion – the meteoric success most commonly attributed to items like laptops, game consoles, and (oh yes) hoverboards.   

What may be less obvious, however, is that many people are also interested in buying experiences, as well as things, on Cyber Monday.  

Travel, in particular, comprises a significant portion of Cyber Monday searches. In fact, according to eMarketer, a whopping 12 percent of internet users planned to look for travel and experience deals on Cyber Monday 2018.    

What does Cyber Monday mean for travel marketers?   

Cyber Monday shoppers are often thought of as purchasing physical possessions, so it’s easy for travel marketers to miss the key advertising opportunity Cyber Monday provides. Yet, taking advantage of the short yet potent window of opportunity Cyber Monday offers can yield significant results.  

US News recommended consumers look at shopping for travel in its “What to Buy and What Not to Buy on Cyber Monday” guide. Forbes picked up on the travel shopping buzz as well, stating, “Black Friday and Cyber Monday are some of the biggest shopping days of the year. It’s when companies across the country roll out some of their biggest and best sales. But those sales aren’t limited to flat screen TV’s and this year’s hottest toys; travel deals are ripe for the picking, too.” 

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In fact, according to a recent study conducted by Expedia and the Center for Generational Kinetics, 74 percent of Americans prioritize experiences over products. Our Multi-National Traveler Trends study also identified that individuals prioritize activities and experience above all else when deciding on travel.

As for why, it could be that while trends on popular, must-have items inevitably fluctuate, the desire for lifelong memories remains consistent. While devices come and go, the experiences of exploring a fortress in Serbia, or tasting the unique regional cuisine of Puglia, or discovering the pristine deserts and beaches of Egypt are arguably much more lasting.

Regardless of why travel shopping comprises such a significant slice of the Cyber Monday revenue pie, this year’s Cyber Monday, December 2, presents an invaluable opportunity for marketers to connect with consumers who are looking to purchase travel experiences on this day.

Our own audience across our Expedia Group platform features hundreds of millions of highly engaged travel shoppers that our marketing partners can connect with to help inspire and influence travel decisions. From targeted emails, to Co-Op campaigns, to our sponsored listing solution, TravelAds, there are a multitude of ways to stand apart from the competition and catch the attention of Cyber Monday travel shoppers. Learn more here about how to get started.

Picture of Christine Walker Scarce, Director, Product & Sales Marketing, Expedia Group Media Solutions
Christine Walker Scarce
Director, Product & Sales Marketing, Expedia Group Media Solutions
Christine Walker Scarce leads the product marketing team at Expedia Group Media Solutions, overseeing the go-to-market strategies for the digital advertising products and services across the Expedia Group portfolio of leading travel brands. Her team is responsible for everything from product planning and positioning to marketing strategy to deliver innovative media offerings and reporting for marketing partners. Christine previously spent seven years at Expedia.com as the senior manager for destination management, where she led product strategy for Expedia.com. With more than 20 years in the marketing industry, Christine has experience in e-commerce, merchandising and technology industries, having led product strategy and development previously at Vegas.com and T-Mobile. She is a graduate from the University of Houston and lives in Seattle with her family.
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