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Understand and Target Your Audience

Affluent Travellers

Affluent Americans account for 49% of total travel expenditures. They take 3-5 leisure trips a year and they enjoy being treated like a VIP.

Tips

  • Showcase exclusive experiences
  • Consider competitor conquesting

Budget Travellers

Frugal, smart, mostly young and looking for the best value options. They look for accommodation that provides easy access to public transportation and attractions.

Tips

  • Offer 'Early Bird' discounts
  • Promote off-season travel deals

Baby Boomer Travellers

Shorter trips, pre-planned tours and packages and trips focused on a theme are likely to attract this generation who control 70% of disposable income in the United States.

Tips

  • Promote experiences and activities
  • Use value messaging

Millennial Travellers

Travel is a top aspiration for 57% of 24-39 year olds. They seek culturally significant destinations when travelling a total of 35 days a year.

Tips

  • Feature diverse activities
  • Device targeting on any screen, especially while travelling
A headshot of Robert

Robert

  • Average household income $100,000+
  • Average household travel spend $6,400
A headshot of Janice

Janice

  • Average household travel spend $4,400
  • Typically millennial or Gen Z, aged 18 to 39 in 2020
A headshot of Mary

Mary

  • Born 1946-1964, ages 56 to 74 in 2020
  • Average household travel spend $6,600
A headshot of James

James

  • Average household travel spend $4,400
  • 44% travelling as families with children

Own the Travel Planning Journey

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Inspiration Stage

Challenge

Inspire travel and put your brand top-of-mind before prospects even begin to consider their travel options.

Solution

Use custom audience segments to target people looking at inspirational content such as "Top 10 Best Places To Travel" articles.

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Discovery Stage

Challenge

Drive brand engagement and affinity. Provide ideas for what travellers can do at a specific destination.

Solution

Use custom audience segments to target people for flights and accommodations to and from your destination. For example, people browsing "Top 10 Tourist Attractions in France."

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Booking Stage

Challenge

Drive travellers to book or purchase.

Solution

Use dynamic retargeting to capture high purchase intenders that browsed your website and serve them a customized ad.

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Travel Stage

Challenge

Find people in transit and anticipate their needs, finding moments to upsell and cross-sell.

Solution

Use IP data and geotargeting to serve ads in known travel locations such as airports, train stations, cafes and hotels.

Attract Attention and Engagement

With the luxury of being a very visual industry, consider incorporating compelling ad formats to attract attention and engagement. Video plays a big role for travellers and innovative formats—native stories work well to capture those "getaway" moments.

An example of an ad on a cell phone for a travel company with a luxurious beach vacation
First Travel Destination Second Travel Destination Third Travel Destination
Travel Company

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