This holiday season, more Americans are traveling than they did in 2020. For instance, AAA estimated about 53 million Americans traveled for Thanksgiving, the highest single-year increase since 2005 and close to the number of Americans who traveled during Thanksgiving 2019.1
“Now that the borders are open and new health and safety guidelines are in place, travel is once again high on the list for Americans who are ready to reunite with their loved ones for the holiday,” Paula Twidale, senior vice president of AAA Travel, said in a press release.
Whether they are planning on visiting family or seeking a vacation, some customers may be feeling more comfortable traveling this year compared to 2020. Four in 10 Americans plan to travel over the holidays, according to a Deloitte survey of more than 6,000 Americans.2 Public health and safety measures of course continue to inform consumers travel plans.
Still, US customers are browsing travel options this holiday season, according to a Kantar and Amazon Ads survey of 500 people.3 There was a 32% increase in travel site visits year-over-year in 2021 compared to 2020.4 And travel app TripIt found that 31% of its customers planned to travel for the winter holidays.5
With customers researching travel options this holiday season, brands have the opportunity to help educate customers about new deals, opportunities, and destinations. Timely information is important for travel shoppers with many researching travel options well in advance of their trip. For example, according to the Kantar and Amazon Ads survey, 50% of Amazon’s travel customers begin planning for a trip a month or more in advance of the holidays.6 And 1 in 2 Amazon customers have high intent to travel for the holidays.7
As customers research travel information, brands may be able to engage these in-market customers with advertising campaigns that help inform them. Amazon is a destination where advertisers may be able to reach and engage customers who are looking to travel. Here’s what brands may want to consider when understanding what’s important for these Amazon travel customers.
What motivates travel customers on Amazon
Amazon travel customers have varied motivations and goals for booking travel. Brands looking to engage with customers interested in travel should consider ways to inspire these customers. Our survey found that Amazon travel customers fall into four distinctive groups. It’s important for brands to understand these different groups and provide them with relevant and helpful information. 27% of these Amazon customers are “jet setters” and travel domestically or internationally every 6 months. Then there are “culture seekers.”8 This group looks to discover new places, or destinations when they travel, and make up 18% of Amazon travel customers.9 17% of Amazon travel customers are domestic vacationers, meaning they travel within the US once a year.10 And finally, 13% are business travelers, and they travel domestically or internationally about every 3 months.11
In addition, travel customers have different considerations that influence their travel booking decisions. Price is one of the key factors among most customers when they are considering booking travel. In fact, 1 and 3 Amazon customers, 34%, said they prefer to book travel based on value.12 29% of Amazon customers say relaxing experiences are an important factor when booking travel.13 28% of Amazon customers look to book based on weather and time of year.14 And 19% of Amazon customers say discovering a cultural experience and visiting family and friends are important factors when deciding on whether to book a trip.15
What do travel customers value most when booking
1 2021 Thanksgiving Holiday Forecast, AAA, IHS Markit, US, 2021
2 2021 Deloitte holiday travel survey, US, 2021
3 Kantar and Amazon Ads Quickfire holiday survey of 500 participants, US, 2021
4 SimilarWeb, aggregated data view on 10 travel brands, US, September 2021
5 Tripit travel survey, US, August 2021
6-20 Kantar and Amazon Ads Quickfire holiday survey of 500 participants, US, 2021