Of the many industries impacted by Covid-19, travel got served a bad hand. In a bid to slow down new mutations and infections, the world went into lockdowns. Planes were grounded. No one went in or out.
Here in the UK, the Tier system even affected those wanting a staycation. The usual travel hotspots, like Cornwall, Devon, the Cotswolds and Lake District were all affected. But with 2023 finally here, it looks set to be a stellar season for the travel sector – here’s why.
Introducing: revenge travel
Revenge travel is the idea of ‘getting revenge’ for the pandemic and making up for the lost time by travelling more. With global lockdowns in place over the course of two years, many feel like they’ve missed out on experiences they otherwise would have had.
Recovering from a shaky 2022 season
While 2022 certainly saw holidays and travel abroad rocket, it wasn’t all plain sailing. Airlines and airports alike were both overwhelmed by demand, leading to a less-than-satisfactory travelling experience. Travel insurance became a bit of a minefield. Many people were still fearful of catching Coronavirus. Plus, many destinations still had their own unique requirements for entry.
Now, many of those issues have subsided. The world is open, and people are ready to go exploring.
Emerging travel trends
So with ‘revenge travel’ inspiring the masses to get out and see more of the world, what other trends are converging to make 2023 a big year for travelling?
Travel remains a high priority
In spite of the cost of living crisis, people are still ring-fencing their budget in order to take a much-needed holiday in 2023. So while other industries may need to get creative in order to keep profits healthy, travel is unlikely to encounter this issue – demand is high.
Alternative travel is on the rise
Train travel is on the rise – and is a key trend for 2023 according to Pinterest Predicts. It’s not all about planes and far-flung destinations. With people making up for lost time, European interrailing and multi-destination holidays are set to be popular.
People are extending trips
Plane ticket prices have skyrocketed (pun intended). As a result, the weekend city break is falling out of fashion in favour of longer trips that make the flight expense worthwhile. This coincides with people wanting to hit their ‘bucket list’ destinations – which tend to be the pricier, more exotic locales.
People want unique experiences
Building on the previous point, with more time abroad, people are searching for unique ways to spend their time. Booking.com’s trends show that people are more willing to step outside their comfort zones, and hunt down authentic experiences to really experience the culture of their chosen destination.
Loyalty schemes are in
Another way for keen travellers to save money is being part of a loyalty scheme. Frequent Flyers Clubs may not be quite so en vogue as they once were, but Booking.com’s Genius programme, along with points systems like Avios and Mr & Mrs Smith’s choice selections will become even more popular as people look to score a bargain – or an upgraded experience – for less investment.
The opportunity for travel advertisers
Unlike the last few years, travel advertisers now have the luxury of a burgeoning market. Messaging will be key here. Be sure to emphasise what makes your brand different and how you can appeal to some of those trends – like authenticity and unique experiences.
Being seen as a reliable and expert will also be essential. Money is tighter than it’s ever been, and people want to know their spending is going to get them the experience they want.
Naturally, price sensitivity will be high. Make sure you’re using ad extensions – like hotel prices, or tours and activity prices – to ensure you’re attracting the right audience. Qualifying out those looking for a different price bracket will save you money in clicks.
Display may also come into its own. Just because people are keen, doesn’t mean they’ll be trigger happy. It takes a lot of touchpoints and research to commit to buying a holiday – get them over the line with tempting, aspirational imagery, clear calls to action and your USPs.
Want to make the most of the oncoming travel boom? Talk to us today about how we can enhance your online advertising.
