According to the U.S. Travel Association’s July 2021 report, we’ve reached a new travel industry high – 62% of American adults feel comfortable taking a vacation again. As people start chasing their travel bugs, here are seven ways that travel destinations can reach their travel audience.
Target People Who Are Most Likely to Book
When thinking about running a travel marketing campaign for your business in 2021, it’s important to use your advertising dollars to target people who are most likely to book a vacation.
Target Roadtrippers
Thanks to the pandemic, the American road trip has seen a resurgence with people feeling more comfortable traveling in the comfort of their car. When running a campaign for your resort or adventure destination, consider targeting people in states or cities that are within driving distance, versus people who would have to travel by plane.
Use Platform Targeting Options
In addition to targeting people with travel or booking interests, leverage other advertising platform tools like Facebook’s Trip Consideration targeting option, which is only available for travel ads. Once this feature is enabled, Facebook will prioritize ad delivery to people who have indicated that they’re planning to travel.
Retarget Website Traffic
People who have visited your website have already indicated interest, so continue capturing their attention by running retargeting advertising campaigns. By retargeting people within a 90-day window, you’ll be reaching people who have most recently shown interest.
Make Ads Honest, Friendly, Fun & Inspiring
Once you’ve identified your travel advertising strategy, it’s time to create ads that will convert by inspiring your potential travel audience with the right ad copy and visuals.
Ad Copy Should Be Honest, Friendly and Fun
According to Destination Analysts’ American Travel Trends June 2021 report, American travelers want to be targeted with ads that are honest (we all truly need a vacation), friendly (leave formal copy at home), and fun (cue the sunscreen puns).
With advertising content features like Facebook video poll ads, you can incorporate engaging copy with facts about your destination.
Feature a Personal Vacation
For some of your audience, this could be their first true vacation since 2019. Instead of overwhelming them with pictures of large crowds. Use photos and videos that tell the story of a personal vacation.
As a travel marketing consultant, I’m thrilled that travel is opening back up, giving travel and tourism clients the best opportunity to start reaching an engaged audience. Want more travel marketing ideas on reaching your audience? Let’s connect.
