Here are a few key insights – make sure to download the full study here.
- Trip Types: British and Chinese travelers opt for relaxing and sightseeing vacations. In the U.S., Millennials and Gen X are most likely to take relaxing trips, while the youngest and oldest generations are taking trips to visit family.
- Planning Priorities: Across all generations, trip activities are priority number one for American and British travelers, followed closely by once in a lifetime experiences for American travelers and cultural experiences for British travelers.
- Budget Basics: Younger generations are consistently the most open to inspiration; nearly 80 percent of British Gen Z travelers are deciding between multiple destinations or don’t have a destination in mind. Baby Boomers, however, are the most decisive – nearly 55 percent from the U.S. and China have already decided on a destination.
- Advertising Influences: Approximately half of all travelers, and more than 70 percent of Chinese Millennials, said ads with appealing imagery can be influential, while younger generations in the U.S. and the U.K. are more likely to be influenced by advertising with appealing deals.
Our Head of Product Marketing Christine Walker Scarce then shared our top digital marketing tools for travel marketers and brands to reach and inspire travelers. You can read more about some of these best practices and tools in our recent blog post on “How to Influence and Engage Travelers Along the Path to Purchase: The Four Things You Need to Know.”
Some of the best brand marketing talent across Expedia, Inc. joined together on stage to share their insights, strategies and best practices for marketers. Our very own Hari Nair hosted the panel of marketing masterminds, which included Bruce Horner, head of media & alliances from Travelocity and Orbitz; Josh Belkin, Hotels.com’s global vice president of marketing; and Vic Walia, Expedia.com's vice president of global brand marketing. Expedia, Inc. operates as a global marketplace, which means brands like Hotels.com, Expedia.com and Orbitz are competing against each other for business and by doing so we can identify areas of efficiency and opportunity, and allow the best marketing tactics to rise to the top.
Click for more findings and insights that marketers can leverage to better reach, engage and convert travelers.