In a survey conducted by The GO Group, respondents said they planned on traveling more for business (15%) and leisure (21%) in 2017 than in 2016. People’s reason for travel plays a significant role in their search and booking patterns. So, if you are primarily trying to reach one traveler type over the other, you’ll need to market to them in different ways.
Here, we have 5 insights that can help you reach these travelers at the right time, with the right message.
Search is a must for both
According to Google, 60% of leisure travelers and 55% of business travelers use search engines to plan their trips. A solid SEO and SEM strategy is crucial to ensuring that your brand is well-positioned in the results page.
Need help refining your search strategy? We have some tips and tricks to set you on the right track.
Business travelers tend to book last minute
Our report, From Search Engine to Booking Engine, shows that 49% of all business flights and 72% of business hotels are booked less than 7 days before travel. If you are focused on business travelers, your potential customers will make purchase decisions quickly.
Consider using dynamic creatives across display and Facebook with real-time availability and rate information that will lead them to book with you.
Business travel isn’t that bad… but there’s room to improve
According to Skift, three in four business travelers say their business trips feel like adventures. But they also report a lack of access to healthy food as a top gripe.
For hotels, consider highlighting your fitness centers in your creatives, or upselling a healthy buffet option for those looking to keep in shape during their business travel.
Leisure travel is booked at a leisurely pace
On the flip side, leisure travelers tend to experience longer planning periods. Our data shows that 46% of flights and 30% of hotels are booked more than 60 days ahead of leisure travel.
For travel brands looking to target leisure travelers, the good news is that you have more time to inspire them to visit your destination. The bad news is that your competitors will also have more time! Stay ahead of the competition with captivating videos and engaging social media formats, like Facebook Canvas, to inspire those just starting to plan their travel.
The leisure travel market is growing
According to Deloitte, the US leisure travel market is expected to experience stronger growth in 2017 than in previous years. This is an incredible opportunity, but also a challenge for travel brands searching for their target market. Leveraging data is the key to developing a killer marketing plan, to reach your audience and engage with them in the right way.
Looking for ways to put these insights into action? We’re here to help! Get in touch now.
Ashley is Sojern's Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.
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