With our access to real-time traveler audiences and unmatched visibility into global travel demand, we are in a unique position to share current travel trends at the forefront of marketers’ minds. In this series we take a look at the data in order to aid travel marketers in their assessment of this worldwide event. Marketers can use these trends to inform their strategies during this period and be prepared for the recovery once the situation stabilizes.
This week, Google reported that YouTube searches for travel topics in the US are up +60% in the last 30 days. Greece announced its intention to reopen to tourists by July 1, and Carnival Cruise saw a 600% surge in August bookings.
As countries and states cautiously reopen, travel marketers are preparing for the surge in interest in their destinations, attractions, and hotels, either by offering inspiration or optimizing their websites to capture more direct bookings (and thus, more revenue). And this preparation couldn’t come sooner, as we begin to see early signs of recovery in hotel searches and bookings. The week of April 5th appears to be the bottom of interest, and while we are still nowhere near 2019 levels, there is an increasing desire to travel domestically as shelter-in-place restrictions are lifted. A recent Sojern survey of 500+ hoteliers, found that 39% of respondents are looking to change their distribution strategy for more direct bookings, precisely to catch this interest.
Preparing for Recovery: Marketing Through a Pandemic
In a conversation with Preferred Hotels CMO, Kristie Goshow, we dive into why there are upticks in hotel searches and bookings, how far people are willing to travel, what signs hoteliers look for that will point to recovery, and how to reach potential guests.
You can download the slides here.
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