After a couple of years at home, travel is (mostly) back in full swing. Travel and tourism in 2022 experienced a substantial increase internationally and domestically. According to Travel Pulse, it has even surpassed pre-pandemic levels by nearly 11%, with the report finding that 96% of respondents planned to travel. It also found that many feel more comfortable traveling (59%) now, with 38% making three or more international plans and 52% having three or more domestic touring plans.
Consumer behavior in travel and tourism industries changes due to many factors — like the economy— so this is nothing new. However, the pandemic has transformed travel, and marketers must keep up with what prospects want to benefit fully from this upswing.
For optimal success, you need to know the following about trending consumer behavior in hospitality and tourism.
They're far from the only report noting an increase in consumer demand. According to Travel Weekly, the following trends are occurring in the industry:
Following the pandemic, consumers feel more strongly about supporting their communities, people, and businesses. Younger generations are vocal about their plans to increase local spending as the pandemic eases, with 80% of millennials and 70% of Generation Z reporting extra efforts to buy locally.
Integrate local communities in your travel marketing using search engine marketing and local SEO to capture local community travelers. That makes it easier for the 87% of consumers that search locally online (more than once a week!) to find your business.
According to a recent survey, as many as 60% of its respondents cited being more active outdoors since the COVID-19 pandemic. The report also found that this new appreciation for nature stems from the virus's toll on mental health and happiness. More people want to reclaim their well-being and enjoyment by getting outside.
You can appeal to these outdoor audiences by integrating outdoor locations into your travel marketing. That includes outdoor advertising experiences like camping, glamping, yurts, cabins, and RV sites.
Popular self-care experiences include:
Integrate feel-good experiences in your travel marketing by advertising more than just your destination — leverage this angle of self-care, mental health, and self-care practices, relaxation in your marketing.
According to Expedia, 49% of people only cite flexible cancellation as 'very important,' and 77% are more likely to book from rentals with more flexible cancellation policies.
Out of consumer uncertainty, travel marketers must keep flexible options a priority for reputation and continued bookings.
You can benefit your travel marketing by integrating more flexibility. Transparency is a must! Keep consumers updated about policies and flexible options, and always pivot and be adaptable.
Social media advertising and video streaming have increased the desire for travel, with movies adding fuel to the fire with wanderlust and travel inspirations. Now that so many streaming options exist, movies are more accessible and easier to watch. As a result, more people are falling in love with travel again and planning to visit popular destinations they see in their favorite movies.
An excellent example of this is in the report by Champion Traveler. According to their research, movies increase tourism by 25-300% in many cases, with the following affecting tourism recently:
Integrate digital media into your travel marketing with popular strategies like TikTok marketing, social media marketing, and search engine marketing. Keeping up with popular culture to advertise specific locations can make a significant difference.
Make the most of your travel, tourism, or hospitality marketing when you partner with McClatchy. Our vast experience and expertise in advertising in these industries are unrivaled by others in our industry. Reach out to our experts to discuss the best ways for your brand to appeal to the change in consumer behavior and get a leg up on the competition!