TEGNA partnered with Provoke Insights to develop a 15-minute online survey of 3,000 Americans to evaluate trends in the travel space. Responses were collected between May 3-22, 2023. Below are our findings from our report, “Understanding Today’s Leisure Traveler<\/em><\/a>.”\u00a0<\/span><\/p>\n Americans are prioritizing travel over the upcoming year, with many noting how important it has become post-pandemic. Consider the following numbers:<\/span><\/p>\n Millennials\/Gen Z are<\/span> +9%<\/b> more likely to prioritize spending on experiences, like traveling, over goods. When choosing a destination, social media is an important tool:<\/span><\/p>\n Despite the importance of travel for Americans, inflation remains an obstacle. These higher costs are not necessarily dissuading people from taking vacations but may influence where they go and what they do. <\/span>Staycations<\/span><\/a> are becoming more popular, and consumers are increasingly looking for a good deal.<\/span><\/p>\n For many consumers, they are looking to relax. Cruise ships and all-inclusive resorts have become more popular bookings over the last year.<\/span><\/p>\n Video marketing<\/span><\/a> can be a great way to reach consumers. Videos are a visual medium, making it easy for travelers to envision themselves at your resort, hotel, or airline.\u00a0<\/span><\/p>\n Travel marketers can benefit from the <\/span>halo effect<\/span><\/a> by partnering with local news stations. Trust extends to brands who advertise within this content, and local news viewers are more likely to take notice of those brands. People who consume travel content also believe that their local news informs travel.\u00a0<\/span><\/p>\n Viewers rely on local news stations to educate them about:<\/span><\/p>\n As consumers increasingly prioritize travel, it\u2019s important to understand what matters to them. With concerns about inflation and the emphasis on relaxation, travel brands can better connect with audiences through tailored messaging and cross-channel marketing<\/a>. Travel marketers should also consider partnering with local news outlets, increasing their social media presence, and investing in video. Contact us today<\/a> to learn more about how our team can help with your travel and tourism ads<\/a><\/span>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" As consumers increasingly prioritize travel, it\u2019s important to understand what matters to them. With concerns about inflation and the emphasis on relaxation, travel brands can better connect with audiences through tailored messaging across channels.<\/p>\n","protected":false},"author":4,"featured_media":12784,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,88],"tags":[209],"class_list":["post-12782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-travel-tourism","tag-17-travel-marketing-stats-to-inform-your-strategy","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12782","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12782"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12782\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12784"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12782"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12782"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12782"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Travel is Important for Consumers<\/b><\/h2>\n
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<\/a><\/span><\/li>\n<\/ul>\nSocial Media Is a Vital Tool for Travel Inspiration<\/b><\/h2>\n
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Inflation Remains a Big Challenge<\/b><\/h2>\n
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Consumers are Looking to Relax<\/b><\/h2>\n
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Reach Travelers with Video Content\u00a0<\/b><\/h2>\n
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Local News is a Trusted Co-pilot in Travel Planning\u00a0<\/b><\/h2>\n
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Final Thoughts<\/b><\/h3>\n