"Last year, two-thirds (66%) of Americans took at least one trip shorter than five nights, driven by younger generations (72% of millennials and 69% of Gen X’ers, vs. 60% baby boomers), according to a new Ipsos poll. For some, these short breaks are the longest vacations they take: about three in ten Americans (29%) indicated their longest trip last year was lasted less than five nights."
With temperatures warming up across the country, the countdown to summer travel season has officially begun. This year, as travelers start scouting out destinations, they're picking places where they can feel good and do good at the same time.
Episode 53 of Advertising Smarter focuses on likely beach vacationers — consumers who are thinking about heading to the beach for their next vacation — and looks at how you can tap into these consumers' media interests and habits, buying preferences, as well as their attitudes about advertising. Watch this video briefing here, see it