What are consumers going to do about their summer travel plans? The answer to that is varied, depending on what destination you are, what lodging company you are who your target market is. 

The high income traveler, or luxury traveler, will probably not do anything differently this year.

Our research shows us that many mid income consumers are going to travel but they are booking closer to their trip date and they are making careful decisions about the value of that vacation. Value this summer will mean choosing a value vacation where they still have fun, lots to do and is closer to home than last year. They will also probably shorten their trip by a night to make up the difference in gas prices.

What does this mean for travel marketers?  Look for ways to offer bonus value. Add something to the package when they book with you, focus on the bang for the buck they get when they stay in your destination. Be prepared to offer limited time specials. Don't discount across the board because that sends the message that the accommodations can be priced at those levels next year also.  Test your specials and track the data on what works and what doesn't.

We hear from our clients that their web bookings have increased over last year... some as much as 42% year to date. This increase is a result of aggressive planning and strategy and rolling out online promotions early, fine tuning them with actionable data and delivering the right product offering to the right audience.

Let me know how you are stimulating your summer program?

I always like to hear from you.

Leah