Marketers Tap into Spontaneous Travelers with Mobile Promotions

Now that consumers have a non-​stop flow of information at their fingertips, they’re using their mobile devices at all times of the day to beachhandle tasks that may have been put off until the evening or weekends in previous years. This includes travel planning. Travel services operators are tapping into this trend in several ways and they’ve also discovered that mobile promotions might help them appeal to the spontaneous nature of some travelers according to a TravelPulse report.

Expedia, Inc. hired Harris Interactive to conduct a survey on this topic and found that 32% of consumers have taken trips with no advance planning, proving spontaneity extends to travel. About 28% of smartphone owners have used their devices to book lodging. Further, Expedia reports that at least 50% of mobile hotel bookings are for a stay that will occur within 24 hours. Which destinations are most consumers ready to drop everything for? 26% said it would be the beach. Exotic locations are in the picture for 28% of consumers who want to get away immediately but, in reality, only 7% of these folks would actually act on their impulses.

Smartphone campaigns can also yield foot traffic for businesses that are likely to be frequented by travelers. About 84% of consumers on vacation believe that their smartphones help them be spontaneous while they are exploring a new destination. Gift shops, restaurants, and entertainment venues could all increase their revenue by using hyperlocal marketing tactics to reach these travelers.

To learn more about likely beach vacationers, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

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.