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Travel marketers: start earlier
That’s the message they will want to heed after seeing results of a TIA/Synovate Voice of the Traveler Survey.
It found a vast majority of Americans planning to travel this summer have already started making plans for their longest trip. TIA/Synovate Voice of the Traveler says 81% of Americans have started making made plans.
“Not only is this earlier than many travelers typically think about their summer plans, but many have already committed to their plans for their longest summer trip,” said the Travel Industry Association of America.
The TIA speculated earlier planning may be underway because strong air and hotel demand has led to higher prices and fewer bargains.
“As a result, some travelers may be acting earlier to obtain the best price possible,” said the TIA.
More than one in five travelers in the survey has already arranged lodging at their destination.
“The message for travel marketers is that many travelers are making summer travel destination choices very early in the year, and they may want to launch summer travel campaigns earlier than in the past,” said Sherl Lambert, senior vice president of Synovate’s Travel & Leisure practice.
She added, however, that despite the shift, the majority of would-be travelers this summer have not yet booked a definite destination, transportation or lodging.
“Significant opportunities still remain for the travel industry to influence Americans’ travel choices for this summer,” said Suzanne Cook, senior vice president, Research, at TIA.
Report by David Wilkening
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