Is travel a priority for U.S. consumers? The industry is still recovering from the pandemic, but many signs show its resilience and bounceback. If you’re in a market where tourism is big business, you’ll want to know all about these hospitality advertising trends.
Projections for 2023 Travel
According to an Economist Intelligence report, the year ahead for travel has promise and challenges. Global tourism will increase by 30% but still fall short of 2019 numbers. Hotels, restaurants, airports and other hospitality-related businesses will continue to struggle with labor shortages. Inflation will also impact traveler budgets in 2023.
The U.S. Travel Association points to positives, including domestic leisure travel surpassing pre-pandemic numbers and increases in domestic business travel. Consumer confidence is steady, and most consumers feel comfortable flying and staying in hotels.
Every market is different across the country, with unique factors that affect tourism revenue generation. Overall, the industry is moving in a cautiously optimistic mindset. So, how will that impact how they spend advertising dollars?
6 Hospitality Industry Advertising Trends
As you develop your pitch to the local businesses in hospitality, take learnings from these trends.
Consumers Want Value and Flexibility
For budget travelers, value and flexibility are a must. They are seeking deals, but businesses shouldn’t compete solely on price. It’s the value that matters. For example, a hotel that’s in an ideal location and includes free breakfast and many amenities should be conveying this in its campaigns. Offering flexible cancellations is also a driver, as customers want to be able to rebook without jumping through hoops.
An excellent way to deliver this message is with OTT/CTV ads that set the scene and showcase the value. Comparison ads via display could also yield great results.
Attractions, Retail and Restaurants Should Geofence Tourism Corridors
Once travelers arrive, they’ll make more plans to eat, shop and explore. Geofencing popular places in your metro area hook consumers in the moment. Adding limited-time promotions or discounts in these display ads can drive more foot traffic.
Avid Travelers Are Keen Researchers
Many seasoned travelers plan agendas for their trips. As a result, they use search extensively. From people looking for ideas to actually booking them, your advertisers can reach these consumers throughout the funnel with SEM (search engine marketing) campaigns that capitalize on these behaviors. The more long-tail the keywords, the better the clicks and engagement, so get creative in targeting. The ad should also be highly relevant and demonstrate social proof (e.g., ratings) to garner more attention.
One idea is to link hospitality keywords with holidays or seasonality and the area. For example, July 4th vacation rentals in Martha’s Vineyard.
Influencers Inspire Travel Plans
Influencers have the eyes and ears of their followers, and there’s a way your local advertisers can capitalize on this. Helping them connect with local personalities or travel buffs for ad spots on social media could yield lots of success. It’s not a traditional “ad” in this context. Rather, it’s someone sharing their experiences and recommendations to enjoy the city.
Depending on the influencer’s audience and your client’s target demographic, you can suggest specific social media platforms. For example, they can connect with younger generations on Snapchat, Instagram and TikTok. Those planning family vacations could be a great fit for Pinterest or Facebook.
Video Visuals Sell the Experience
Sometimes, what guests expect isn’t what they get. We all remember how disappointing those hotels were for the Griswolds on their European vacation. Consumers don’t want a bait and switch. With video ads, they can see what the hotel or resort offers — large pools, clean rooms or stunning views. Hospitality is all about selling an experience, and it needs to be accurate!
Staff Shortages Are Another Ad Opportunity
In addition to helping your clients acquire customers, you can launch recruitment campaigns for them via digital advertising. If they are solely using job boards, they need to expand their reach through targeting. In this way, they can also get on the radar of passive job seekers. Geofencing competitors and using niche social media sites are excellent tactics to propose.
Talk to Your Hospitality Advertisers Today About These Ideas
With these concepts, you can provide fresh ideas and capitalize on hospitality advertising trends. Your customers will appreciate your initiative and knowledge of the market. For more inspiration, check out our travel and tourism creative examples.