British travel, both domestic and international, increased in 2017 and is projected to keep increasing for 2018, according to a new report in ABTA. This is great news for marketers as this growth presents an opportunity for you to reach a larger audience. With that, we’re giving you insights into British generations to help you connect more deeply with the British traveler.
We’re already a few weeks into the new year, and uncovering the next trends in travel – cue the buzzwords. While these trends change with the season, what’s certain is the substantial research that has uncovered where we are heading in the travel space. In 2017, we looked deeply into traveler trends and behaviors and uncovered some interesting information that shed light into what we can expect for the coming year as marketers in this space.
Did you know that 43 percent of business trips turn into leisure and business trips (what we call bleisure)? Now consider that 66 percent of bleisure travelers spend more money on leisure activities because of the money they saved on travel. Translation? Bleisurers are ready and willing to spend their money. With that, marketers are in a great position to see their incremental revenue rise by tapping into this segment of travelers. So, to help you reach this audience, we’re explaining how one critical aspect of travel attracts them—destinations.
Regardless of current events, world politics or global issues, people continue to travel. They still want to explore new places, visit friends and family near and far, and immerse themselves in other cultures around the world—and we don’t expect this slow down anytime soon.
Expedia Media Solutions, along with other groups from Expedia, Inc., descended on Las Vegas this week for the annual Expedia Partner Conference. We had the opportunity to host an Insights Summit for the seventh year in a row, for over 600 of our global partners. During our time together, we shared our latest custom study findings and a look at how our first-party proprietary data and digital media tools enable marketing partners to engage travelers throughout the path to purchase. We also heard from several of our marketing partners sharing their own success stories and how Expedia Media Solutions helped them reach their marketing objectives whether it was expanding their brand presence in a new region, driving bookings during slower seasons or showcasing a destination in a new way through hotel partnership. We also hosted a panel of our top Expedia, Inc. brand marketing leaders to tap into their expertise on reaching and resonating with today’s consumers, and what is next for digital marketing.
The travel industry's top leaders and influencers recently descended on Hollywood, Fla. for the 2017 Phocuswright Conference. We were on hand to present our latest research and hear firsthand from key industry executives what they see could be the next big thing in travel.
Australians are the most deal-driven travelers within Asia-Pacific, but given that they travel the most and are more likely to travel abroad, they invest in travel and are likely looking to get the most bang for their buck. According to our new study with Northstar Research Partners, Australian travelers prioritize activities, deals and low prices, once in a lifetime or “bucket list” trips and cultural experiences, and approximately 48 percent plan and book their trip via an online travel agency (OTA).
New generational insights from our study with Northstar Research Partners show that Japanese travelers may be vacation deprived, as they are traveling significantly less than other Asia-Pacific countries. However, when they do travel, they prefer sightseeing trips and staycations, and enjoy culture and relaxation – perhaps on the beach or at the spa. They prioritize their food experience, the lowest price, activities, accommodations and transportation, and rely on search engines and online travel agencies (OTAs) to plan and book their trip.
We previously shared an inside look at Canadian and American travelers from our study with Northstar Research Partners, looking across generations from Gen Z to Baby Boomers to identify their unique behaviors and preferences when shopping for and booking travel. Today on the stage at The Phocuswright Conference, I shared generational insights on three new countries, China, Japan and Australia – download the presentation and
New research reveals generational trends from four distinct age groups – Generation Z, Millennials, Generation X and Baby Boomers – in three of the biggest travel markets in the world – US, UK and China.
The research was discussed in a webinar with tnooz and Expedia Media Solutions which took place earlier this month.