Travel Marketing for post Covid-19 Millions of people are already searching for international air travel, vacation packages, cruises (and considerably more river cruises), all-inclusive resorts, family vacation ideas, North American flights, hotels, car rentals ... and the search volume is increasing DAILY!
With 19 MILLION UNIQUE VISITORS in 2019, and 67 MILLION pageviews across our network of travel-focused websites, and a 9+ MILLION traveler email databse, we are anticipating a blockbuster rise in 2022 to volume - AND BOOKINGS - to monthly levels of 40-50% ABOVE 2019 levels, as the pent-up desires ov over 100 million American travelerss point to somewhat of a "rollover" of 2020/2021 canceled leisure travel booking, into 2022!
And, with ad competition expected to be higher than ever this year on Google, we are offering travel suppliers and retailers an additional outlet to reach millions of travel consumers. The travel industry has grown 60% from 2010 to 2019, and, despite the challenges of Covid-19, our Travel Surveys conducted over the past 3 months show the expected explosion coming in 2022, with 2021 dependent upon when vaccinations are at the point of availability to the general public.
According to TravelSurveys.com 58% of leisure travelers go on one to two trips per year, but 82% expect to ADD AT LEAST ONE ADDITIONAL LEISURE TRIP in the year following a "return to normalcy". And, they do a lot of online research before booking those trips!
Online Travel Marketing Statistics from Bing Research (during a 6-month period in 2019)
Traditionally, most travel consumers plan far ahead, but, post Covid-19, in addition to that trend continuing, last-minute travel will EXPLODE. Although the "Post-Covid" dates of returning to a semblance of normalcy is unknown, travel suppliers able to more quickly accommodate the increased travel demands will benefit greatly, and can get a leg up on the competition for years to come!
According to Travel Surveys "Mobile vs. Desktop Booking Trends", women account for 62% of all travel-related searches and 65% of all click-throughs, and are the decisive purchaser 61% of the time! Travel consumers making most mobile travel searches are looking for ideas and to compare prices, while most desktop travel searchers are at, or near, the final purchase and booking phase! A recent Google study confirmed our own Travel Surveys "Mobile vs. Desktop Booking Trends" survey, which said 85-90% of bookings happen on desktop.
Cruises searches and bookings traditionally peak in January, but this January is anything but traditional. We are planning for the 3rd quarter of 2021 to be the "return" to the travel booking volumes seen in 2019, with gains of 10-12% month over month until 2Q 2022.
Smart Traveler Marketing Tip: The travel purchase cycle can be a long and winding road. Use remarketing to make sure consumers can always find their way back to you.
Most important note to travel suppliers - HEALTH SAFETY IS THE #1 CONCERN (and REQUIREMENT before booking) mentioned by travelers anxious to get on with their "usual" consumption of travel. Supplier virus safety measures, and destination vaccination acceptance weigh heavily on the minds of those ready to travel, particularly the elderly and those with more susceptible health / medical conditions, and, notably, the wealthy! Smaller, more intimate, luxury travel options (river cruises, smaller, luxury hotels and resorts, etc.) will benefit significantly from an initial "no exceptions" safety protocol that may increase costs 6-18%, but will result in an acceptable pass-through of all "safety costs" to luxury travel consumers, who have overwhelmingly agreed that "Additional safety costs of up to 20%" are warranted where their safety is concerned. Unlike mainstream ocean going cruises, or mega hotel-casinos, the luxury market will not have to "discount" to draw consumers back, as the luxury traveler is willing to pay for additional safety and security, where the budget travel expects it to be included - at a lower price.
Here's the reality going forward - with many Google travel keywords bidding as high as $40 PER CLICK in 2019/2020, Smart Traveler Marketing's Travel Advertiser network provides a significantly more value-priced model for customer acquisition, affordable to larger and smaller travel suppliers as well as retail agencies and independent agents alike!