On the travel industry news site Skift, Rafat Ali has written a continuing series on American travelers in 2014. If you thought before that the overworked and “under-leisured” U.S. citizen was a stereotype, his findings simple reinforce that notion.
So far, Ali has reported on eight survey results conducted by Skift, with data taken from Google Consumer Surveys. While I won’t report on all of his findings here, I will take the most relevant to adventure travel marketing.
First up is the low numbers of Americans who have traveled abroad in the past year. If you’d like to take a look at the specific stats, here is the full report.
Roughly 80% of those 4,256 questioned haven’t gone beyond the U.S. shores in the past year, and only 13% have. More males than females have gone abroad, and younger travelers engaged in more foreign travel than older travelers. Ali points out that college trips might account for this spike, and that millennials might have a more sophisticated global attitude toward travel.
While regional differences aren’t significant, Midwesterners didn’t travel to foreign countries (84.4%) as much as people from the West (78.1%). Urban and suburban dwellers went abroad slightly more than rural residents. Finally and not surprisingly, those with higher incomes traveled more outside the U.S. than those who were lower on the socio-economic scale.
Now what do these results mean for you, the adventure travel marketer who offers trips abroad? Of course, if you work for a domestic-only travel company, you may want to think about the possibilities of overseas travel packages in your long-range plans.
Here’s a quick and dirty suggestion list of how you can take these results and put them into practice right away:
- To attract more female customers, you could simply add more visual content – primarily photos and videos – that have women enjoying adventurous activities like the kind your company offers. Also, think about having “girlfriend getaway” specials that would be a women-only group of travelers.
- Marketing to millennials (ages 22-35) would be fairly straightforward. Target your copy and content that would appeal to this group, with promises and descriptive imagery of thrill-a-minute adventures. Again, include age-related visual content, and don’t forget to include more social media sharing opportunities and interaction.
- Concentrate your marketing plans on more East and West Coast media hubs, and the urban areas of the Midwest and South.
- Consider including one or several luxury adventure packages to your offerings to attract this highly coveted group of travelers.
What kind of marketing can you do today that takes advantage of these findings about fewer Americans going abroad? Share your thoughts below!