With the new year upon us, travel brands will be looking to capitalize on the many consumers who are planning their vacations for the coming year.

When it comes to the best places to target this audience, the more traditional channels remain the most effective. Search engines and TV ads top the table, and peer-to-peer recommendations also score highly.

More generally, reviews have always been critical when booking holidays. Vacation Buyers are 28% more likely to find new brands via consumer review sites, while a third do so through social recommendations. Fortunate for the travel industry is that a fair share of consumers are willing to share their travel experiences online.

The importance of digital is plain to see too. 35% cite online ads as a key source of brand discovery, while the greatest over-indexes are for options like brand updates on social media and blogger posts. What’s more, with personalized recommendations being a key strategy for many airlines and travel companies, it’s interesting that we see an over-index here.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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