Fall has officially arrived here in Denver, Colorado. The leaves are changing colors. Halloween candy is readily available in every store. And can’t leave your home without a jacket – just in case the temperature drops 40 degrees.
What else does fall bring? The talk of travel plans. Here are three Holiday 2021 travel trends and how to optimize your marketing strategy to reach potential travelers.
1) People Are Planning to Travel (and May Have Already Booked)
In July 2021, Travel & Leisure reported that VRBO had seen a 15% increase in December bookings compared to 2019. The vacation rental marketplace typically sees a surge of December bookings much later, in October and November. This means that people have been thinking about and planning their holiday travel since summer.
Prepare Your Holiday Marketing Strategy TODAY
Haven’t started your holiday marketing strategy yet? Don’t panic, but do start outlining it now. Identify ways you can effectively reach people who haven’t booked their travel plans yet.
For example, if you have a strong database, send an email to past holiday visitors who haven’t booked yet.
If you’re a destination that people are traveling to for the holidays (looking at you, Maui), start identifying how you can reach people who have booked and are planning activities for their upcoming holiday vacation.
2) Smaller Gatherings Will Remain Popular
According to an August 2021 Retail Leader report, more than half of Baby Boomers and Millennials reported that they’ll be opting for smaller gatherings versus larger parties this holiday season. This indicates that the majority of folks want to have holiday experiences but within the constraints of a smaller celebration.
Promote Smaller Excursions
Knowing that people are in a “smaller is safer” mindset, consider how you can promote your travel destination or experience to align.
Consider the following strategies:
- Promote private experiences vs. shared experiences
- If promoting shared experiences, highlight how you will be practicing safety, including tour capacity
- Feature images and videos of intimate family groups when promoting your destination
3) People Are Planning to Buy During Mega Sale Days
Do you include Black Friday, Cyber Monday, or Small Business Saturday in your travel marketing strategy? According to Facebook research, 1 in 2 holiday shoppers buy something during a “mega sale day” event. This means that 50% of your audience is eager to buy during a short window.
Don’t let retailers have all the sales! Develop a travel marketing campaign for a mega sale day this holiday season.
Tease Your Sale in Advance
When teasing your Black Friday or Cyber Monday sale, there’s a delicate timing balance. If you promote it too far in advance, you could cause people to postpone booking until the day of your sale. If you promote it too late, people may not book because they’ve already decided on or have purchased multiple deals.
Based on your historical booking in late November, identify the best time to promote a teaser that a sale is coming! As you get closer to the Mega Sale Day increase interest by sharing small hints about what the sale will include.
This is my 14th holiday season as a marketer. From experience, I know this can feel like a hectic time. But with a little advanced planning and understanding your audience, it can feel more like a week at the beach. I’d love to help you manage your holiday marketing stress – let’s connect!
