What's Happening?
New research conducted by Skift and Amazon Ads has uncovered significant changes in the leisure travel industry. The study surveyed over 1,600 U.S. leisure travelers to understand evolving motivations, influences, and discovery methods. The traditional sales funnel is being replaced by an interconnected set of steps and activities, with marketing effectiveness now relying on aligning inspiration, relevance, and conversion across multiple platforms, including streaming services, social media, and online travel agencies.
Why It's Important?
The findings of this research are crucial for travel marketers and advertisers as they navigate the changing landscape of consumer behavior. Understanding where travelers find inspiration and influence can help marketers strategically place ads and engage audiences at moments when they are most open to planning trips. This shift requires marketers to adapt their strategies to meet consumers where they are, potentially leading to more effective and personalized marketing campaigns.
