Editor’s note: Nikhil Jain is director of insights and data solutions at Dailymotion, a Paris-based news and media website.
The year is 2023 and domestic travel is thriving, with spend up 4% higher than it was in 2019. To take advantage of this growth in travel, advertisers and marketers working alongside tourism boards and travel brands need to understand the preferences of the post-pandemic traveler to create a successful advertising strategy.
In the last 12 months, travelers experienced lost baggage nightmares and delayed and cancelled flights, which might be why our research found that nearly half of Americans are willing to travel two+ hours for a vacation rather than fly. The growth in adoption of electronic vehicles may also be influencing travel preferences and helping to cut travel costs. Not to mention one in five families in the U.S. adopted a dog during the pandemic, meaning they are coming for the ride too. A combination of these factors is opening a vast amount of opportunities for local travel businesses.
Through our research, we identified U.S. local travel trends and grouped travelers into five personas based on their considerations for travel – as well as preferred online content. Marketers and advertisers in the travel industry can use this information to target their audiences more precisely through the content they’re most likely to watch.
With 78% of Americans planning to travel locally in the next 12 months, the time is now for tourism and travel boards alike to revamp their advertising strategies. Providing ads that are tailed to the location, weather and activity preferences of these groups can help capture the attention of consumers. For example, if a travel brand wants to target those who are interested in outdoor activities, they can look to “luxury adrenaline seekers” to reach them by advertising alongside content that is focused on travel, insurance, real esta...