This summer appears to mark the return of travel as we used to know it. After several tough years, mostly due to the pandemic, more of the traditional hotspots around the US and the world are expected to make significant returns in popularity.
Almost every family I talk to (either at work, kids’ sporting events or schools) plans to take a week-long vacation this summer. What I’m reading in the press and hearing on the morning shows tends to back this up. It just feels right to get back out there, especially now that the COVID-19 emergency has been lifted and there is less fear of infection and sickness.
Some of the types of travel expected to bounce back to pre-pandemic levels this summer include:
- Domestic Travel: Popular destinations that often include national parks, major cities, coastal areas, sightseeing tours, and other popular tourist attractions.
- Air Travel: Air travel tends to be popular during the summer, with many individuals and families opting to fly to their desired destinations. Major airports experience increased passenger volumes, and airlines may offer more flights and vacation packages to cater to the demand.
- Road Trips: Road trips are a common form of summer travel, offering flexibility and the opportunity to explore multiple destinations. Many families and friends embark on road trips to visit national parks, beach towns, or scenic routes.
- Beach and Coastal Tourism: Coastal areas, such as beaches, lakes, and resorts, often see a surge in visitors during the summer. People enjoy activities such as swimming, sunbathing, water sports, and relaxing on the beachside.
- Theme Parks and Attractions: These tend to experience increased attendance during the summer months, especially among families on vacation. Popular destinations include Walt Disney World, Universal Studios, and water parks.
- Camping Outdoors: Camping is another popular summer travel activity that provides a unique and immersive outdoor experience. Many enthusiasts seek out national parks, forests, and campgrounds to enjoy the beauty of nature. For those seeking an adventurous and challenging summer travel experience, the Everest Base Camp Trek is a remarkable option.
Dentsu recently came out with a survey regarding consumers’ summer travel plans. It found that 75% are planning a summer vacation this year and that almost half of those respondents are planning more than one trip this year. Interestingly, they also found that the trips being planned this year are longer (in duration) than those taken last year.
Trips abroad are also making a nice comeback from previous years impacted by the pandemic. AAA had interesting booking data showing that overseas adventure travel is up more than 200% compared to 2022. The largest jump they saw was regarding hotel stays. They are up more than 300% over last year. As you can imagine, this increased demand is driving up airfares on most routes, with ticket prices for international flights increasing by more than 30%.
According to AAA data, Europe and Canada are the most popular international destinations. London led the way, with an approximately 350% increase compared to last year. Rome, Paris, Dublin, and Barcelona were other European destinations getting a lot of interest. As for Canada, Vancouver, Toronto, and Calgary are the most popular destinations.
“Travelers are making up for lost time and willing to spend more to see the world,” said Paula Twidale, Senior Vice President of Travel at AAA.
Summer travel trends we’re seeing
- Increased demand for sustainable travel: As environmental concerns continue to rise, travelers are becoming more conscious of their carbon footprint and looking for sustainable travel options. In response, hotels and airlines are implementing eco-friendly practices and promoting sustainable tourism initiatives.
- Continued growth of experiential travel: Travelers increasingly seek unique, personalized experiences when they travel. This trend is expected to continue, with more travel companies offering customized itineraries and immersive cultural experiences.
- Rise of virtual reality in travel planning: Virtual reality technology is becoming more accessible and user-friendly, and it will likely play a more significant role in travel planning in the coming years. This could include virtual tours of destinations and accommodations, allowing travelers to get a more realistic sense of what they can expect from their trip. I took advantage of this while planning a family trip to the Bahamas last year.
- Increased use of artificial intelligence in travel: AI is already being used in various aspects of travel, from chatbots for customer service to personalized recommendations for accommodations and activities. As AI technology continues to improve, it will only become even more prevalent in the travel industry. Potentially even streamlining the planning process through the use of AI-generated travel templates. They take into account individual preferences, budgets, and travel styles to generate customized itineraries, saving time and effort for travelers.
- Continued growth of solo travel: Solo travel has been a growing trend in recent years, particularly among younger generations. This trend is expected to continue, with more solo travel options and accommodations catering to the solo traveler.
How inflation is impacting travel plans
A new Bankrate survey confirms that American consumers are more mindful of their budgets due to rising inflation. While travel prices and interest rates continue to increase, nearly 80% of travelers surveyed planned to change some of their plans for cheaper options.
According to the Dentsu survey, 45% of travelers expect to pay more for their travel plans this year. Budget-conscious tourists are stretching dollars and cutting budgets where they can, be it spending less on meals or finding cheaper transportation both to their destination and once they arrive.
The survey found that others at higher income levels are going more premium as they saw a 12-percentage point increase in those looking for upgraded accommodations versus this time last year. We’ve seen similar data in the past year, where other folks passed on travel due to health concerns, saved money along the way, and are now ready to spend more for nicer stays than they normally would.
How PR and Comms are helping drive demand for travel
Per the Dentsu survey mentioned above, informational travel shows have greatly impacted the share of consumers booking travel (38%), followed by documentaries and food shows. Another two in five consumers have been influenced by social media when it comes to picking a destination.
PR and comms can play a crucial role in driving demand for travel by effectively promoting destinations, experiences, and travel-related services. Admittedly, some travel segments, like flying, hotel stays, restaurants, etc., may not need to market themselves as the demand is already there.
But other less-traveled-to areas within the industry can still benefit from spending on PR, marketing communications and advertising. Here are some ways they can help:
- Building destination awareness: PR professionals can work to increase the visibility and recognition of a travel destination through media coverage, influencer partnerships, and strategic storytelling. By highlighting a destination’s unique features, attractions, and experiences, PR efforts can generate more interest and inspire travelers to visit.
- Reputation management: PR helps manage the reputation of travel brands, including hotels, airlines, and tour operators. By establishing and maintaining a positive image through media relations, crisis communication, and online reputation management, PR can instill confidence and trust in potential travelers, driving demand for their services.
- Leveraging media relations: PR professionals can establish relationships with journalists, travel bloggers, and influencers, pitching stories and experiences related to travel destinations or specific travel products. Positive media coverage can reach a broad audience and influence travel decisions, ultimately boosting demand.
- Influencer partnerships: Collaborating with travel influencers with a significant following and engaged audience can create a buzz around a destination or travel service. By leveraging their influence and credibility, PR pros can generate interest, engagement, and ultimately increased demand for travel experiences.
- Content creation and storytelling: PR can create compelling and engaging content that showcases the unique aspects of a destination or travel service. This can include articles, how to start travel blog posts, videos, and social media campaigns. Effective storytelling helps to evoke emotions, build connections, and inspire travel, ultimately driving demand.
- Crisis communication: In the face of unexpected events or crises (like with Southwest Airlines last winter), PR plays a critical role in managing communication, mitigating negative impacts, and maintaining trust. Swift and transparent communication during challenging times can help restore confidence in the safety and viability of travel, ultimately driving demand once the situation stabilizes.
- Collaborations and partnerships: PR can facilitate collaborations and partnerships between travel brands, local communities, and other stakeholders. These collaborations can help create unique experiences, support local economies, and enhance the overall travel offering, making it more appealing to potential travelers.
I was recently walking through O’ Hare Airport when an ad in the terminal caught my attention. It was from The Department of Culture and Tourism in Abu Dhabi promoting their ‘One Summer Isn’t Enough’ campaign. Not surprisingly, my first reaction was, “Wouldn’t vacationing in Abu Dhabi in the summer be really hot?”
[Source]
The whole point of the campaign was to challenge that exact misconception! The campaign strives to reposition the country as an amazing year-round destination for world-class accommodations, restaurants, and activities. After visiting their official website and looking at all they have to offer, it really does look like an area you could enjoy the whole year. Their campaign indeed brings that to life!
By employing strategic communications tactics, travel companies and destinations can effectively generate awareness, build trust, and ultimately drive further demand for travel experiences. Moreover, travel companies can make their online booking WordPress website more efficient and effective for by installing quality plugins such as gravity forms.
It appears that economic conditions will not stop most travelers from taking trips this summer, albeit with some budget modifications. Add to that the improved news on the pandemic front, and it looks like this summer will be a fun one as millions of travelers hit the highways, skies, and rails for summer fun. And after the last couple of years we’ve all been through, I think we all need that!
Staying on top of trends and monitoring this ever-changing landscape is critical, especially in the travel/tourism/hospitality industry. And Burrelles offers comprehensive and flexible monitoring packages to help professionals do that!
Let us know if you’d like more information or have questions by contacting us here.