The holiday season isn't just about festive decorations and gift shopping. For travel marketers, it's a crucial period to leverage insights and maximize business growth. In this blog, we'll dive into our Black Friday, Cyber Monday, and Travel Tuesday insights tailored specifically for you
When you think of Black Friday, you might picture crowded malls, long lines and plethora of online deals. Our data shows that this shopping frenzy isn't confined to one continent. Travelers worldwide are seizing the opportunity to score deals during this holiday and suppliers will again be offering deals this coming season.
Looking closer at travel bookings made during these shopping holidays, we found double digit percentage differences compared to travel bookings made during the months of November and December. Cyber Monday and Travel Tuesday also performed better in the United States and Canada, while Black Friday experienced higher bookings in Europe and South America.
Travel Marketing Tip: Ensure these important shopping days are planned into your marketing calendar or activity plan to capture travel demand for those seeking great deals.
During Black Friday sales, Caribbean and Mexican destinations shine the brightest. But that's not all. North America and European locales are also on travelers' radars. The top three domestic destinations for U.S. and Canada travelers in 2022 are New York, Orlando and Las Vegas, whilst the top destinations for international travel include Cancun (Mexico), London (U.K.) and Punta Cana (Dominican Republic).
Travel Marketing Tip: Ensure marketing campaigns highlight these top destinations, as this could provide an excellent opportunity during the holiday season to drive more travelers to your destination.
European destinations are the top priority, but don't underestimate the allure of the U.S. and the Middle East. These regions collectively account for 20% of all trips booked during holiday shopping days. The top three European destinations in 2022 for European travelers are Athens (Greece), London (U.K.) and Paris (France), while the top destinations for outside of Europe travel include New York (U.S.), Dubai (UAE) and Istanbul (Turkey).
Travel Marketing Tips: Craft targeted acquisition strategies and ensure the content is aligned to tap into this market for the European traveler.
South American travelers show a strong preference for exploring their own continent during the holiday season. In fact, 72% of flights booked from South America during holiday shopping days were to South American destinations. The top three South America destinations for South American travelers are all within Brazil; Sao Paulo, Rio De Janeiro, and Salvador. The top destinations for outside South America travel include Miami / Hialeah (U.S.), Madrid (Spain) and Cancun (Mexico).
Travel Marketing Tips: South Americans choose to travel local, so keep that in mind when tailoring promotions and content for this audience.
Travel enthusiasts are a diverse bunch. Some are itching for immediate getaways, while others are planning their adventures for the future. While shopping holiday deals bring increases in trips booked 90+ days in advance, flight booking data shows there is still strong interest in winter holidays and other short-term travel. Your marketing campaigns should cater to both, offering deals that entice instant bookings and inspire long-term trip planning.
To optimize Black Friday, Cyber Monday, and Travel Tuesday, focus on driving direct bookings. Offer exclusive deals and perks to encourage travelers to book directly with your hotel or travel service. Remember, travelers appreciate transparency and ease of booking.
As industry leaders, we understand the ins and outs of travel and digital marketing. Partner with us to harness our expertise and data-driven approach. We can help you target the right audience at the right time with the right message.
The holiday season is an ideal time to grow your customer base. Use our insights to reach new audiences and re-engage existing customers. Craft compelling campaigns that showcase the unique experiences your hotel or travel service offers.
The holiday shopping season presents a wealth of opportunities for travel marketers. Sojern is here to support you every step of the way, helping you drive direct bookings, utilize our travel and digital marketing expertise, and maximize your margins. Get ready to make this holiday season your most successful one yet!
For the latest travel trends, remember to check out our self-service, Global Insights Dashboard.
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