New study by Forrester Research shows that 46% of travelers are allowing their budgets to dictate vacation destination, and 49% of travelers say that they will accept a certain amount of inconvenience in order to save money.

Southwest Airlines taps into traveler sentiment about airline bag charges by launching seven new ads this week that feature cost savings and employees having fun!  Ads run online and offline. In this era of airlines starting to charge for every amenity, including bags and maybe even seat preference, Southwest is holding true to it’s values by offering customers the same great service without bag fees. Clearly they have been successful since they have gained market share by forgoing these additional charges.

As travel marketers we have to remember that the economic climate is still uncertain. We can count on the fact that travelers are looking for deals and ways to save.

Till next time.

Leah