44 Percent Of Consumers Will Plan Their Summer Travel On Multiple Devices
Travelers are already researching their summer vacations — but nearly half haven't yet settled on a destination, indicating a major opportunity for marketers.
As of February 2017, 60 percent of travelers had started researching their summer vacations — and 44 percent anticipated using multiple devices to plan and book their trips, according to research from Think With Google.
The idea that consumers switch between devices to do research and price comparisons before ultimately booking on mobile, desktop, or over the phone isn’t new. But TWG’s research suggests that there’s a significant opportunity for marketers to reach travelers across devices during the trip planning phase: An estimated 46 percent of consumers currently planning a summer vacation haven’t yet settled on a destination.
Making Plans On The Go
This statistic indicates that it’s valuable for travel and hospitality brands to retarget consumers making trip-related searches across mobile and desktop; most travelers aren’t actually booking their stays the first (or second) time they look at a property or a destination.
Additionally, when it comes to brands looking to target interstate or “road trip” travelers, there’s a significant location-targeting opportunity that extends all the way up to the day of check-in: 46 percent of travelers in the U.S. book their hotel stays on the day of travel, and significant majority of them book these stays on mobile or following a mobile search or seeing a mobile ad.
Choice Hotel’s Joey Martin shared part of the brand’s strategy for capturing the attention of these travelers at last month’s MMA Location Leadership Forum: “We [can] know someone we want to target is traveling because they’ve left their home zip code and they’re driving… then, we want to [customize] that mobile message not just based on where they are, but based on the time of day and the context.”
Essentially, there’s still a significant opportunity for marketers to influence travelers summer plans, both by building brand awareness in the spring months and then by being present during the important travel mirco-moments when consumers make day-of decisions.
“Mobile devices enable increased flexibility for travelers,” TWG’s report concludes. “16 percent of those who are researching summer trips will plan most of their activities on the fly, while they are at their destination.”