By Michael Del Gigante
As you dive into 2019 budgeting, what trends for anyone who is considering? Which approaches, platforms, and tools ought to be top of mind for hospitality and travel marketers?
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The team at MDG Advertising recently analyzed a bunch of recent analyst industry and reports surveys to learn.
What originated from that deep dive are these four key trends trends that each travel and hospitality firm ought to be watching closely in the entire year ahead:
1. THE ENERGY of Search
When it involves travel and hospitality marketing, search is among the most digital workhorse. Newer channels could easily get more buzz, but it’s search that continues to many deliver audiences consistently, engagement, and bookings.
Some 48% of most US travelers say they begin trip planning with search engines and 57% of travelers ages 18–34 visit a general internet search engine to check on accomodation prices.
In addition, travel and hospitality advertising on search is particularly effective: 36% of consumers overall recall viewing a travel ad on search engines and 50% of consumers ages 18–34 recall viewing a travel ad on search engines.
Moreover, search is now more important, not less important. Due partly to News Feed changes created by Facebook, se’s overtook social media because the top referrer of traffic to content sites this season.
Given, ensure that you budget well in 2019 for the tried-and-true (and impressive) approaches of search engine marketing techniques and seo.
2. THE WORTHINESS of Visual Content
Travel and hospitality is definitely a particularly good verticals for visual content. What’s changed recently is that images and videos have grown to be more central to digital platforms, enabling consumers to more access these pieces easily.
Today’s trip planners engage across formats and channels: 49% say they look at travel content sites, 30% look at social media marketing, and 23% watch videos.
In other words, it’s highly likely that audiences will encounter&mdash now; or will seek out&mdash even; videos and images linked to your brand before finalizing travel plans.
Visuals may also be increasingly an integral section of advertising: consumers rank images as the utmost memorable component of online travel ads, of prices/deals and personalized features ahead.
This mix of organic and paid potency makes visual content a win-win for travel and hospitality brands: pieces can be employed in various ways across different channels, engaging multiple audiences effectively.
3. The Rise of Instagram
Mark Zuckerberg did many smart things in his life, however the smartest might have been buying Instagram. The Facebook-owned social networking has been experiencing tremendous growth in the last few years and today has a lot more than 1 billion active monthly users.
The mix of scale, a visual-based feed, and receptive audiences has made Instagram vital that you the travel and hospitality industry especially.
How? A survey of UK travelers found that 40% of respondents under 33 prioritize “Instagrammability” whenever choosing their next holiday spot, and US consumers rank Instagram as being among the most influential platforms for travel advertising (alongside Snapchat and YouTube).
Moreover, influencers say Instagram is by far the social networking they use most, and also the social networking that’s most reliable for posting content.
Put simply, Instagram is really a perfect fit for hospitality and travel marketing as it’s a perfect showcase for visual content, is prized by younger travelers, has effective advertising capabilities highly, and is where influencers can wield probably the most weight.
4. The Popularity of Deal- and Impulse-Based Travel
Travelers have always searched for deals and procrastinated planning. However, the rise of digital and smartphones has managed to get easier than ever before to look around and take last-minute trips.
When Google did an in-depth study of modern travelers earlier this season, it discovered these interesting behaviors:
- Loyalty isn’t confirmed: Just 9% folks travelers “always” know which brand they would like to book with ahead of researching and two-thirds folks elite hotel loyalty program members say they might select a different hotel for an improved price.
- Instant gratification is increasing: Some 60% folks consumers say they might consider an impulse trip predicated on an excellent hotel or flight deal, & most US travelers intend to take more short getaways (three nights or less) than longer vacations (a lot more than three nights) within the next 12 months.
Again, this behavior isn’t new, nonetheless it does appear to becoming more widespread. That’s why brands shouldn’year and assume they&rsquo t rest on the laurels next;ll have loyalty: it’become more important than ever before to compete for travelers&rsquo ll; dollars predicated on price and timely prompts.
Ultimately, the takeaway from many of these trends is that travel and hospitality marketers shouldn’t be complacent in 2019. To achieve industry in the entire year ahead will demand continuing to activate on established channels such as for example search, buying fresher approaches such as for example visual Instagram and content, and remaining ever-vigilant about shifts in travelers’ behaviors.