Summer is right around the corner and the holidays aren’t far behind. As consumers plan for upcoming travel, we took a look at where they are planning to go throughout the remainder of 2017.
Our data science team pulled together data based on which airport destinations consumers selected on travel sites such as Kayak, Expedia and Orbitz. We found some clear and unexpected destination patterns based on consumers’ various life stages and economic standing that brands need to be aware of when developing upcoming promotions.
Let’s dig into the data broken out by different segments. First we looked at the top destinations for those who recently got married.
Top Honeymoon Destinations
- Punta Cana
- Montego Bay
- San Juan
- Hong Kong
While we weren’t surprised to see several tropical locations on this list, the increased popularity of various Asian locations is important to note. Brands should be sure to deliver promotions highlighting travel to both sets of destinations that are catered to honeymoon experiences when targeting this segment of consumers in the coming months.
Another group that we took a look at were recent retirees. Those who have recently retired from full-time work are most apt to book travel to the following locations:
Top Retiree Destinations
- Tel Aviv
Retirees are flocking to Europe in droves and brands should take note. Given their recent status as retirees, this segment will be looking for the best deals possible when going abroad. Brands would be wise to target them with messaging that highlights discounts and traveling on a budget.
Beyond looking at various life stages we also took a look at travel habits depending on consumers’ current means. The first group we looked at were people who make more than $150k annually. Here were the findings:
$150k+ Consumer Destinations
- Hong Kong
Europe and Asia are the current hot destinations for this group. Given their economic status, brands should target them with messaging focused on providing the best in class when it comes to travel and accommodations.
In comparison, people who make lower than $25k annually over-indexed for planning to travel to the following locations:
<$25k Consumer Destinations
- El Paso
- Little Rock
- San Juan
- Colorado Springs
- Mexico City
- Oklahoma City
- Los Angeles
Brands should focus on domestic travel discounts when it comes to messaging to this group. They are more apt to be traveling on a budget and are always looking for the best deal possible for both transportation and lodging.
Just for fun, we also looked at where those who enjoy gambling are most apt to fly to this year:
Top Gambling/Casino Destinations
- Punta Cana
- San Jose Del Cabo
- St. Thomas
- Fort Myers
- Fort Lauderdale
- Las Vegas
- Puerto Vallarta
- Myrtle Beach
As you can see, the list of top locations greatly varies depending on the consumer segments we looked at. At a time when consumers are craving personalization more than ever, brands need to tap into their customers and prospects’ travel preferences in order to best speak to them as individuals.
By having a clear understanding of where consumers are planning to travel depending on their life stage and means, brands can ensure that they are delivering the most efficient targeting and catered messaging possible to their various target segments in the coming months. The results will be higher ROI on ad campaigns and increased travel bookings for brands across the board.