October 9, 2024
Valuable travelers are those who spend more, stay longer, and are more likely to book premium options. Reaching these travelers is essential for driving quality bookings, but in today’s competitive travel market, identifying and reaching them can be complex.
Our new Uncovering Traveler Value study takes a closer look into how traveler preferences and behaviors vary across different booking platforms and uncovers where and how travel brands should show up to reach quality travelers. It also reveals how these travelers add value to your business and offers strategies to enhance your marketing to connect with them through advertising to connect with them through advertising.
Open to inspiration
Travelers that are open to inspiration are more likely to be influenced through advertising, driving them to visit your destination or book with your brand. Not only are Expedia Group travelers more open to inspiration, but they also take more trips than other travelers. This means more opportunities for your campaigns to influence and inform their travel plans.
According to the research, Expedia Group travelers are:
22%
more likely to be undecided on a destination before booking a trip than other travelers
41%
more likely than other travelers to buy from brands they’ve seen advertised
12%
more likely than other travelers to have taken a vacation abroad in the past three to six months
What this means for advertisers
Our travelers are highly engaged with ads and more open to travel ideas and inspiration, which means your advertising efforts will make an even bigger impact across our websites and apps. As they’re browsing for travel inspiration, you can capture their attention with compelling imagery and strong visuals to spark their interest and drive them to act.
- Use display advertising to showcase your offerings and reach our travelers throughout their purchase journey.
- For airlines, our Flights Sponsored Listings can increase your visibility among your target audience and are a great way to drive demand or promote new routes.
Higher trip expenditure
Our travelers are less price-conscious and more focused on making their trips memorable. In fact, they are 56% more likely to splurge on vacations than other travelers.
The willingness to invest in their trips comes through in the types of accommodations and hotel room options they book, as well as their propensity for upgrading other elements of their trip. Because they are less focused on price, they are eager to elevate their trips with premium accommodations, flight and car rental upgrades, or special room offerings.
The data shows that Expedia Group travelers are:
123%
more likely to upgrade their hotel room than other travelers
78%
more likely to book a premium suite hotel room and 42% more likely to book a special view room than other travelers
55%
more likely to upgrade their car rental and 50% more likely to upgrade their flight seat at check-in than other travelers
What this means for advertisers
When you connect with our travelers, you’re reaching an audience that prioritizes quality and is prepared to spend more on exceptional experiences. This is an opportunity to make your advertising even more effective by showcasing your unique offerings, premium features, and ways for travelers to make memories.
Highlight your offerings with native advertising placements. This solution allows you to build brand affinity, boost visibility, and help inspire travelers, leading to more interactions and higher click-through rates that drive incremental bookings for your brand.
Hotels can stand out in the competitive hotel market by spotlighting their premium accommodations and exclusive room types with TravelAds Sponsored Listings. Customize your ad copy and incorporate strong visuals of your special room options to entice travelers looking to book something beyond the standard. For example, showcase your ocean-front private villa or penthouse suite with a stunning city view to provide a glimpse into the exclusive experiences that await at your property.
Spend more on-property and in-market
Valuable travelers not only book premium accommodations but also generate incremental revenue while on-property and in destination. Because they stay in hotels 11% longer — nearly an additional day — they spend more on-property and have more time to spend in-market as well. This can include venturing out for different activities or attractions, shopping at the nearest village center, or enjoying the local culinary scene.
The findings show that Expedia Group travelers spend:
21%
more on-property than other travelers
17%
more in-market than other travelers and 25% more than direct bookers
Overall, our travelers are more likely to spend on activities, meals, and services to make the most of their vacations, making them valuable visitors for local hotels, businesses, and destinations.
What this means for advertisers
Showcase your destination’s breathtaking locations or on-property experiences with Travel Spotlights. This solution offers a highly visual approach to promoting your brand’s best offerings to inspire, influence, and engage our audience of valuable travelers.
- For hotels, this could mean presenting your top-rated bar through a beautifully curated gallery, highlighting your signature dishes, delicious cocktails, and design-forward atmosphere.
- Destinations can spotlight their region’s most iconic landmarks, hidden gems, and must-see attractions via an interactive quiz.
For more advertising strategies on how to reach quality travelers who are spending more, staying longer, and more likely to upgrade, download the full Uncovering Traveler Value study.
