New study reveals encouraging data on tourism in the United States
According to Rakuten Advertising's 2021 Travel Report, 71% of all travelers (short and long haul) plan to book by 2022
Rakuten Advertising released the results of its 2021 travel survey. The report reveals that while consumers expected to spend an average of $ 1,000 on travel this holiday season, only one in five travelers plan to spend less on travel this year than they did on. 2019. Looking ahead, a subset of surveyed travelers planning long-haul vacations (100 miles or more) are more likely to book expensive vacations (over $ 2,000) as of January 2022. Of long-distance travelers who are "seriously considering" a vacation in 2022, nearly a quarter (23%) plan to spend up to $ 5,000 on their travel plans.
The survey of 1,000 Americans provides information on expected travel spending habits for the next six months. Key findings from the Rakuten Advertising 2021 travel survey include:
- Despite the new variants of COVID-19, consumers are still considering traveling during the holidays. Even with the new increases in COVID-19 cases, the majority of travelers (56%) will not change their travel plans, regardless of your level of concern about the Delta variant. More than two-thirds of consumers are considering or have already booked trips during the holiday season. While around 50% of travelers said they will only travel domestically during the holidays, almost a third (31%) of those surveyed plan to travel more during the Christmas season than in 2019 (November-December) and almost half ( 47%) plan to travel the same amount.
- Consumers are searching for travel deals across multiple channels: With more than 90% of travelers reporting that they will search for deals when making travel-related purchases, more than a quarter (27%) will use customer review sites to find these offers, second only to online search results (40%). Sites and apps that display multi-brand deals (22%), online ads (22%), and card-linked deals (21%) are very popular with travelers when looking for travel-related deals, rewards, and discounts.
- Higher Income Families Respond Better to Offers - Higher income families (over $ 100,000) are particularly attracted to offers compared to those with incomes below $ 100,000, and most of the time they find them on coupon sites. Additionally, these higher-income customers respond well to email and credit card offers, while lower-income families respond better to online advertisements.
"At the end of a fluctuating year for travel, we see that many consumers are hoping to travel this holiday season and are excited about the travel prospects in 2022," said Anthony Capano., Managing Director North America, Rakuten Advertising. "Now is the time for travel marketers to promote offers for consumers who have not yet booked vacation trips and for those who are planning their vacations for 2022. Marketers should invest in strategies like affiliates that deliver Engaging, authentic, and personalized experiences that are proven to convert, as well as reward-based incentives such as cash back. These strategies give marketers the means to deliver the personalized messages and offers that travelers are looking for in the most effective way. Going forward, marketers can also leverage these strategies to meet - funnel goals that will drive returns as travelers plan their most expensive trips for 2022. "