Exploring the Latest Traveler Demands in Travel and Tourism Marketing
The tourism and travel industry is always changing as consumer preferences shift. It can be difficult to keep up with the latest trends and marketing tactics. Fortunately, Americans don’t seem deterred by inflation: A Forbes survey found that nearly half of respondents planned to travel more in 2023 than they did in 2022. We know that Americans love to travel – it’s simply a matter of figuring out what travelers want and how you can draw them in. Here, MassLive Media offers insights into some of the latest travel and tourism marketing trends.
Show, Don’t Tell: Utilizing Video
Gone are the days when families would check out travel guides from the library to plan their next trip. Of course, print information is still valuable, but more and more travelers are looking for recommendations online. Your content marketing plan should include short-form video content, especially through Instagram and TikTok. These platforms continue to grow exponentially and allow you to expand your reach beyond your blog or email newsletter.
Not sure how to get started with video content? Here are a few audiences you can target:
- Culture-seekers: Create a video about holidays, festivals, or celebrations that are unique to your area.
- Foodies: Highlight the area’s culinary scene, share iconic local dishes, or even just showcase the breakfast buffet at your hotel or B&B.
- Budget travelers: Show just how easy it is to save money while traveling, whether it’s navigating public transportation or purchasing a museum pass.
- Nature lovers: Encourage travelers to enjoy the great outdoors with videos about hiking, swimming, boating, or fishing spots.
Consider embedding TikTok videos or Instagram reels into your existing blog posts, which can help drive traffic to your social channels and expand your reach. Plus, using short-form video content creates opportunities to partner with social media influencers and content creators that mesh well with your brand.
Offer Flexibility for Travelers
Since 2020, travelers have become more accustomed to expecting the unexpected. Anything can interrupt travel plans, from extreme weather events to illness. Thus, consumers are looking for options that provide more flexibility. They want accommodating refund policies, free cancellations, and more.
The staying power of remote and hybrid work also means that people are increasingly choosing “bleisure” travel: combining business and leisure. Some individuals want to tack a few days of vacation onto a work trip. Others are simply looking for somewhere to work remotely that’s not their home, so they need accommodations with excellent Wi-Fi and dedicated workspaces.
Finally, multi-generational family travel creates a unique set of demands. Instead of a hotel, families may prefer a short-term home rental so that kids, parents, and grandparents can all be under one roof. In addition to family-friendly lodging, you should promote activities that are affordable for a larger group, such as a family rate at your local museum.
Highlight Sustainability Efforts
Today’s travelers want to know about concrete efforts that reduce environmental impact. They may be shifting their travel habits to be more sustainable, whether that’s looking for getaways closer to home or renting an electric vehicle during their trip.
Destinations have the opportunity to speak to this customer demand by demonstrating their values and highlighting eco-friendly choices. Think about how you can showcase simple, sustainable choices for travelers such as:
- Renting bicycles or utilizing public transportation
- Enjoying farm-to-table cuisine
- Supporting local businesses
- Staying in a walkable area
Knowledgeable travelers are suspicious of greenwashing efforts, so be sure to communicate authentically about your sustainability choices.
Choose MassLive Media for Tourism Marketing Expertise
When it comes to tourism marketing, it’s all about making your message stand out. At MassLive Media, we create targeted campaigns to help you market your destination effectively and reach new audiences. Our team offers a complete suite of creative services from brand development to video production and content marketing. Ready to learn more about how MassLive Media can help tell your story? Contact us today to get started.