It’s only the beginning of April, but it’s already been an unsteady year for those in the travel industry. Although early forecasts predicted 1.8 percent growth in 2011, we’ve seen consumer confidence dip in the last month with the turmoil in the Middle East and the earthquake in Japan. Despite other fears ruling the news waves, like rising gas prices and government shutdowns, research continues to show that consumers are still planning to travel this season. A new Y Partnership blog last week showed that consumers are already booking vacations and looking to value destinations this year to provide them a much needed getaway without the high cost.
According to the Y Partnership’s “2011 Portrait of American Travelers™” report, a considerable portion of travelers are interested in finding deals and discounts in 2011. More than 80 percent are looking online for such deals—something travel marketers can leverage to their advantage with strong online calls to action. Google Tends shows a similar sentiment with searches for travel deals inching closer to the volume we typically see in May or June.
With talk of $5 gas in the works for summer and research showing Americans are not yet ready to cut out travel, it’s no surprise that consumers are looking for the best deals. According to AAA spokesman Robert Sinclair, gas is just a small portion of vacation costs, and thus travelers are more apt to look for deals on lodging or dining options.
While the road ahead may seem rocky and uncertain, the opportunity for travel destinations to take advantage of restless, discount-seeking travelers is ripe with possibility. Destinations that take ownership of vacation deals and present incentives to vacationers will reap the greatest rewards come peak traveling season.
