In research sponsored by Sojern, Phocuswright found these characteristics of American online travelers (highlights):
- 66% of US adults with online access traveled in 2016.
- 37% are aged 18-34, vs.6% of non-travelers.
- 46% have a household income of $75K+, vs. 17% of non-travelers.
- Their top 3 priority items for discretionary spending are:
- Travel and tourism 59%
- Dining/nightlife 59%
- Entertainment/sports 51%
- On average they take 3 leisure trips a year and spend $3019.
- 84% own a smartphone.
- Of those 84%, 40 booked a hotel or a flight with their smartphone in 2016.
- 2 out of 3 agree that “How I travel reflects my lifestyle.”
- 3 out of 4 believe brand is important when making purchasing decisions.
- 42% of travelers see themselves as influential among friends and connections.
- Of those 42%, 56% took 3 or more trips in 2016, and 61% took an international trip.
- The population of Internet-connected Americans who travel is skewed toward the young and high-income.
- Most own smartphones, and a substantial percentage use them to book travel products.
- Self-image is driving their choices of travel products and brands.
- Those who consider themselves to be "thought leaders" among peers take more trips and more international trips.
To act on that information, we could:
- Invest in media that reach this demographic with best ROI (i.e., digital including search, social media, video).
- Be easily reachable by smartphone - messaging and booking.
- Present offerings that will convey prestige within peer group.
- Associate our brand and offerings with other high-status lifestyle brands - e.g, through packaging.
- Identify actual thought leaders among this demographic and make them priority targets- ultimately, our "brand ambassadors."