Travel Agents can Appeal to Millennials’ Music Taste to Promote Travel Destinations

BY Rachel Cagle
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Leading online travel agency eDreams, which has a presence in 33 countries including the U.S., has revealed that music really strikes a cord in the hearts of American tourists.

Music Festival Attendees make up 17.5% of adults in the U.S., according to AudienceSCAN. Of that group, 22% are adults ages 25 to 34. They're pretty evenly divided between male (49.7%) and female (50.3%), and 22% have an annual household income of $25,000 to $49,999.

The multinational survey of 13,000 respondents from eight nations (U.S., U.K., France, Germany, Spain, Portugal, Italy and Sweden) finds that Americans are the most inclined to travel to a destination because its local music style inspired them, with 23% saying so compared to just 8% of British respondents and 14% of all Europeans surveyed.

Jazz inspires more holidays than any other music style, with 41% of Americans saying they would be interested in visiting New Orleans due to their love of the genre, which is highest among the 60+ generation (46%), whilst reggae music inspires 34% of millennials to venture abroad.

Top music styles that inspire vacations include Jazz (New Orleans), Country (Nashville), Hip hop (America) and Ukulele (Hawaii).

A third (33%) of American millennials say music is the main factor considered when choosing where to go on a trip, which is well above the global average of 18% for the same age group.

Festivals get the beat going for millennials, with 40% of U.S. 20–29 year olds saying they are interested in attending a music festival outside of their own country, much higher than global average for that generation (34%). However surprisingly, 29% say they're more interested in intimate and creative music festivals rather than bigger events like Coachella.

When it comes to professional services, 10.9% of Music Festival Attendees plan to pay for travel planning services, according to AudienceSCAN.

As streaming music for free on mobile devices has become even more accessible in recent years, it's no surprise that 26% of millennials (16% U.S. average) have downloaded music from local artists before a vacation to get them in the mood, and 22% admit to making a playlist with local music from their trip to let memories live on back at home.

The best place to reach Music Festival Attendees is on the TV. Last year, 68.9% of this group took action after seeing a TV commercial. They can also be targeted while they're listening to music. This group is 31% more likely than other adults to take action after seeing a pre-​roll video ad before the online or streamed videos that 69.8% of this audience have watched in the last six months via mobile device. AudienceSCAN data reveals, they're also 29% more likely to respond to ads they hear over the radio (both an air and online).

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.