Ways Destinations Can Turn Leisure Travel Trends into Trips

Leisure travel is still riding high, but the priorities of today’s travelers have shifted. In response to greater costs, travelers are taking shorter, more drivable trips that are less pricey and rich in experiences. Getaways are also more spontaneous than planned, with social media influencing more than ever where, why and how people choose their selected go-tos. These days, your online reputation also plays a big part in whether your locale is at the top of someone’s must-visit list or not. Read on for more ways leisure travel trends are evolving and how to turn them into opportunities for your destination.

Experience Is Key

Today, travelers are prioritizing intentional experiences over extra-spendy trips, but they don’t want to just go down a checklist of famous landmarks. Vacationers want to dive into the local culture, flavors, activities, and authentic events happening within the destination. They want to throw pottery with the locals. Savor gumbo and beignets at a generations-old Creole eatery. Go on a behind-the-scenes tour of a historic craft brewery.  As a destination, respond by highlighting niche experiences, not just the expected ones. Tie in small businesses and local creators. Spotlight interesting histories and stories about your destination and the town or city it resides in.

Social Surges Spontaneity

Because of the increase in more regional getaways versus far-flung destinations, people aren’t planning months ahead. Smaller trips, with fewer moving parts, simply don’t require it. Social media has been a big reason for the uptick in spontaneous getaways. After all, they aren’t called influencers for nothing. What to do? Maintain fresh, timely content year-round including special packages and promos; keep your digital/social inspiration game strong and be sure to optimize website content for the multitudes of mobile-first users.

Value Goes Beyond Cost

Yes, inflation has made travelers more budget-focused, but that doesn’t mean they’re not willing to pay. Many vacationers will still spend more if they perceive the value, experiences offered and the quality of the stay to be strong. While it’s always a best practice to help visitors maximize their stay with affordable activities and itineraries, don’t undersell your big selling points like location, attractions and dining. People want to save, but when they’re ready to spend, they will, and they want it to be worth it. 

Bleisure Is Still Big

Remote and hybrid work continues to change the footprint of travel. With more flexible schedules, travelers are able to book less-expensive midweek getaways instead of having to wait for the weekend. In most cases, they are also able to stay longer. This shift has been a plus for destinations that are getting heads in beds during the week more than ever before. And of course, longer stays generate higher local spending. Lean into the trend by promoting co-working spaces, highlighting weekday offerings and extended itineraries.

Personalization Is an Expectation

AI and digital tools are changing the course of trip planning. Whereas travelers used to do their own research to find things they would like to do while on vacation, now AI does it for them. Quickly, easily and efficiently — in minutes. Generic destination messaging doesn’t cut it anymore. Stay on trend by creating engaging content for specific traveler segments such as foodies, culture-seekers, adventurers, wellness travelers, luxury travelers and slow travelers. Appeal to various interests as well, ranging from outdoorsy types to sports travelers and pet-friendly travelers. Use visitor data to deliver more relevant, spot-on marketing.

A Lot Is Built on Reputation

Reviews and social media are shaping perceptions a lot these days. Travelers look (and read!) before they leap into a getaway. What others are saying about your destination can speak volumes. Not only is it important to keep an eye on your online reputation, but it’s also a smart move to build it by encouraging reviews and user-generated content. See what’s out there — and be sure to back it up with marketing that emphasizes what makes your location worth the trip.

For more ways your destination can turn leisure travel trends into trips, let Dana Communications’ 45+ years of marketing expertise do the heavy lifting. We’d love to talk tourism with you! Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com.