Marketing to Emerging Travel Groups

It has become clear that the way people travel is changing. It is important to learn about the new travel groups and emerging trends so you can best market and appeal to your evolving customers. Each group has its own goals, and a solid understanding will help you create and curate a more effective marketing plan and experience.

Relaxation

Something that became obvious amidst the pandemic is that we should never take vacations for granted. Like many of us, relaxation travelers are going to make sure they do not waste one moment of vacation. However, less than 20% of travelers report selecting luxury hotels and villas for their getaways, seeing relaxation as the true luxury. Considering this emerging travel group is looking to make the most of every moment of their trip, highlight everything you have to offer. Create a virtual tour of your property to share on social media and your website. When posting, use funny GIFs to draw in viewers, and share multiple pictures on each post to showcase your amenities. In addition, call out calming activities, such as massages, yoga, or painting classes, that are offered nearby. Remember, these travelers view relaxation as their highest priority, so make sure you portray your hotel with a sense of ease.

Solo Serenity 

Some travelers are still hesitant to make plans for large group outings, yet they are feeling the restless need to get away. Social posts that appeal to these travelers highlight safe, socially distanced activities. These travelers tend to skip urban and indoor activities in favor of a more secluded escape with activities in the great outdoors. Post about local restaurants that allow pleasant outdoor dining and outdoor activities such as hiking. Explain your own safety measures to boost confidence and increase the likelihood that these travelers book with you.

Bubble Buddies

People have been spending more time away from their extended family and friends and, as a result, over half of travelers report they plan to use their vacation time as a chance to reconnect. Some people in this group are looking for a place to stay near family or friends, so emphasizing your property’s safety and cleaning measures is key when marketing to this group. Others in this group are traveling with family members, and safety is still a top concern. In addition to cleaning protocols, share any outdoor features that may help these travelers feel safe and put together a list of the best local restaurants, showing dine-in, outdoor, and take-out options. 

Foodie Fun

While the desire to travel is rebounding, many people are still avoiding longer domestic distances and traveling abroad. Foodie travelers often focus on culinary exploration within local travel boundaries. Like the bubble buddies, these explorers appreciate a list highlighting local cuisine. Because this group is more focused on the food experience, offer plenty of suggestions and group the restaurants by types of cuisine and meals. To grab the attention of this group, create and design attractive social posts that highlight unique menu items or something fun about the restaurants. Be sure to tag the restaurants in your posts too. Consider negotiating a discount with these local restaurants as a benefit to your guests and to drive traffic to fellow business owners.

Digital Wanderers

This unique group is blurring work and play and doesn't feel the need to keep their travel separate. They are working from anywhere and playing everywhere. Show digital wanderers that you have comfortable and convenient workspaces. In addition, you will want to showcase conveniently located recreation and nightlife options. Curate attractive, attention-catching posts that show how easily your guests can transition from work to play at your location.

Nomads

These travelers are like digital wanderers; however, it is for a different purpose. With remote work capabilities becoming more prevalent, many people are considering relocation. They are looking for a new place to call home. Be sure your marketing portrays the benefits of living in the area and that your hotel is a comfortable spot to temporarily call home. In your posts, highlight nearby activities, leisure, and culture that make your city unique.

Bottom Line

Travelers enjoy seeing content that feels like it was created for them. They will be more likely to book if you show them why your hotel is perfect for their travel goals. Simple tweaks of focus in your marketing can allow you to pull in various audiences. If planning social media posts sounds daunting, you can use social media scheduling tools to help you with this task. If you can be successful in capturing the attention of travelers in these emerging groups, it’s likely you will expand your audience and improve your property’s presence on social media.  

Sources:

https://cravemag.co.uk/travel/the-five-emerging-travel-trends-for-2021/

https://www.hospitalitynet.org

https://www.booking.com/articles/category/future-of-travel.html

https://influencermarketinghub.com/social-media-posting-scheduling-tools/