Deals Motivate Leisure Travelers to Take More Trips

Consumers are busy planning their next vacation, and, for many, the number of trips they take and the length of these trips is linked to the deals they find. Parago, an operator in the rebate and consumer incentives space, just published its findings on the leisure travel planning industry and the impact deals can make in the decision-​making process.  Hotel and airline marketers must roll out specific offers to generate the highest reward on their investment.

Parago has found that, in general, consumers are keenly interested in deals, with 85% turning online to look for savings. About 56% of adults with annual income of over $100,000 will take more trips when they find deals.

Travel marketers may be able to snag these consumers by offering prepaid cards. For only $25, vacation planners can be convinced to set up an online booking profile. Well over ¾ of consumers plan their own leisure trips most of the time so offering a direct deal may yield the greatest reward.

Marketers should also know how consumers go about booking travel service and accommodations. The Parago data indicates that consumers with higher incomes rarely buy packages that include both airfare and hotel.  This practice is a little more common, but not prevalent, among lower income groups.

When selecting an airline, travelers pay close attention to price. At least 71% of 18–22 year olds say price is most important. While older consumers also rank price as a top concern (49%), about 21% also make decisions based on departure and arrival times.  Marketers can use the following tactics to entice consumers to book with them: free checked bag  (59%), $100 in cash if traveler flies twice in 3 months (26%), and double loyalty points (15%) when a traveler flies twice in 3 months.

For hotel selection, younger consumers – those who are 18–22 – are price-​focused (30%). However, consumers over age 60 tend to look at value (34%) and location (30%) as top hotel factors. But, for all consumers, value (34%) is most important and analysts note that marketers can win business by promoting deals. For example, 75% of leisure travelers will select a specific hotel for a $50 cash reward. About 44% will stay for another night when they are offered a $100 cash reward.

Ad-​ology Research has discovered that 46.6% of likely domestic travelers intend to take a trip to the beach this year which is 46% above average. About 35% of these consumers also intend to go to an amusement park this year, which is 49% higher than average. Hoteliers located near these destinations may want to engage this audience with special promotions.  These service providers may want to use sponsored search as 61.5% of this audience has responded to an ad in that format in the last 12 months.

AudienceSCAN data is available as part of a subscription to Ad-​ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.