Summer time Journey: How PR & Comms Are Serving to Drive Demand


This summer time seems to mark the return of journey as we used to comprehend it. After a number of powerful years, largely as a result of pandemic, extra of the standard hotspots across the US and the world are anticipated to make important returns in reputation.

Nearly each household I discuss to (both at work, children’ sporting occasions or faculties) plans to take a week-long trip this summer time. What I’m studying within the press and listening to on the morning exhibits tends to again this up. It simply feels proper to get again on the market, particularly now that the COVID-19 emergency has been lifted and there may be much less worry of an infection and illness.

A few of the sorts of journey anticipated to bounce again to pre-pandemic ranges this summer time embrace:

  • Home Journey: In style locations that usually embrace nationwide parks, main cities, coastal areas, and different in style vacationer sights.
  • Air Journey: Air journey tends to be in style throughout the summer time, with many people and households opting to fly to their desired locations. Main airports expertise elevated passenger volumes, and airways could supply extra flights and trip packages to cater to the demand.
  • Highway Journeys: Highway journeys are a standard type of summer time journey, providing flexibility and the chance to discover a number of locations. Many households and buddies embark on highway journeys to go to nationwide parks, seaside cities, or scenic routes.
  • Seaside and Coastal Tourism: Coastal areas, resembling seashores, lakes, and resorts, typically see a surge in guests throughout the summer time. Individuals get pleasure from actions resembling swimming, sunbathing, water sports activities, and beachside leisure.
  • Theme Parks and Sights: These are inclined to expertise elevated attendance throughout the summer time months, particularly amongst households on trip. In style locations embrace Walt Disney World, Common Studios, and water parks.

Dentsu not too long ago got here out with a survey relating to customers’ summer time journey plans. It discovered that 75% are planning a summer time trip this yr and that nearly half of these respondents are planning multiple journey this yr. Curiously, additionally they discovered that the journeys being deliberate this yr are longer (in length) than these taken final yr.

Journeys overseas are additionally making a pleasant comeback from earlier years impacted by the pandemic. AAA had fascinating reserving information displaying that abroad journey journey is up greater than 200% in comparison with 2022. The biggest bounce they noticed was relating to resort stays. They’re up greater than 300% over final yr. As you’ll be able to think about, this elevated demand is driving up airfares on most routes, with ticket costs for worldwide flights rising by greater than 30%.

A person holding a passport and boarding passIn keeping with AAA information, Europe and Canada are the preferred worldwide locations. London led the way in which, with an roughly 350% improve in comparison with final yr. Rome, Paris, Dublin, and Barcelona had been different European locations getting quite a lot of curiosity. As for Canada, Vancouver, Toronto, and Calgary are the preferred locations.

“Vacationers are making up for misplaced time and prepared to spend extra to see the world,” mentioned Paula Twidale, Senior Vice President of Journey at AAA.

Summer time journey traits we’re seeing

  • Elevated demand for sustainable journey: As environmental issues proceed to rise, vacationers have gotten extra acutely aware of their carbon footprint and on the lookout for sustainable journey choices. In response, accommodations and airways are implementing eco-friendly practices and selling sustainable tourism initiatives.
  • Continued progress of experiential journey: Vacationers more and more search distinctive, personalised experiences once they journey. This pattern is anticipated to proceed, with extra journey corporations providing custom-made itineraries and immersive cultural experiences.
  • Rise of digital actuality in journey planning: Digital actuality expertise is changing into extra accessible and user-friendly, and it’ll possible play a extra important function in journey planning within the coming years. This might embrace digital excursions of locations and lodging, permitting vacationers to get a extra reasonable sense of what they’ll anticipate from their journey. I took benefit of this whereas planning a household journey to the Bahamas final yr.
  • Elevated use of synthetic intelligence in journey: AI is already being utilized in numerous elements of journey, from chatbots for customer support to personalised suggestions for lodging and actions. As AI expertise continues to enhance, it is going to solely develop into much more prevalent within the journey trade.
  • Continued progress of solo journey: Solo journey has been a rising pattern lately, notably amongst youthful generations. This pattern is anticipated to proceed, with extra solo journey choices and lodging catering to the solo traveler.

How inflation is impacting journey plans

A brand new Bankrate survey confirms that American customers are extra aware of their budgets as a result of rising inflation. Whereas journey costs and rates of interest proceed to extend, practically 80% of vacationers surveyed deliberate to alter a few of their plans for cheaper choices.

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In keeping with the Dentsu survey, 45% of vacationers anticipate to pay extra for his or her journey plans this yr. Price range-conscious vacationers are stretching {dollars} and reducing budgets the place they’ll, be it spending much less on meals or discovering cheaper transportation each to their vacation spot and as soon as they arrive.

The survey discovered that others at larger revenue ranges are going extra premium as they noticed a 12-percentage level improve in these on the lookout for upgraded lodging versus this time final yr. We’ve seen related information previously yr, the place other people handed on journey as a result of well being issues, saved cash alongside the way in which, and are actually able to spend extra for nicer stays than they usually would.

How PR and Comms are serving to drive demand for journey

Per the Dentsu survey talked about above, informational journey exhibits have enormously impacted the share of customers reserving journey (38%), adopted by documentaries and meals exhibits. One other two in 5 customers have been influenced by social media in the case of selecting a vacation spot.

PR and comms can play a vital function in driving demand for journey by successfully selling locations, experiences, and travel-related providers. Admittedly, some journey segments, like flying, resort stays, eating places, and so on., could not have to market themselves because the demand is already there.

However different less-traveled-to areas throughout the trade can nonetheless profit from spending on PR, advertising and marketing communications and promoting. Listed below are some methods they might help:

  • Constructing vacation spot consciousness: PR professionals can work to extend the visibility and recognition of a journey vacation spot by means of media protection, influencer partnerships, and strategic storytelling. By highlighting a vacation spot’s distinctive options, sights, and experiences, PR efforts can generate extra curiosity and encourage vacationers to go to.
  • Popularity administration: PR helps handle the popularity of journey manufacturers, together with accommodations, airways, and tour operators. By establishing and sustaining a constructive picture by means of media relations, disaster communication, and on-line popularity administration, PR can instill confidence and belief in potential vacationers, driving demand for his or her providers.
  • Leveraging media relations: PR professionals can set up relationships with journalists, journey bloggers, and influencers, pitching tales and experiences associated to journey locations or particular journey merchandise. Optimistic media protection can attain a broad viewers and affect journey selections, finally boosting demand.
  • Influencer partnerships: Collaborating with journey influencers with a major following and engaged viewers can create a buzz round a vacation spot or journey service. By leveraging their affect and credibility, PR execs can generate curiosity, engagement, and finally elevated demand for journey experiences.
  • Content material creation and storytelling: PR can create compelling and fascinating content material that showcases the distinctive elements of a vacation spot or journey service. This could embrace articles, the best way to begin journey weblog posts, movies, and social media campaigns. Efficient storytelling helps to evoke feelings, construct connections, and encourage journey, finally driving demand.
  • Disaster communication: Within the face of sudden occasions or crises (like with Southwest Airways final winter), PR performs a essential function in managing communication, mitigating unfavorable impacts, and sustaining belief. Swift and clear communication throughout difficult occasions might help restore confidence within the security and viability of journey, finally driving demand as soon as the state of affairs stabilizes.
  • Collaborations and partnerships: PR can facilitate collaborations and partnerships between journey manufacturers, native communities, and different stakeholders. These collaborations might help create distinctive experiences, assist native economies, and improve the general journey providing, making it extra interesting to potential vacationers.

I used to be not too long ago strolling by means of O’ Hare Airport when an advert within the terminal caught my consideration. It was from The Division of Tradition and Tourism in Abu Dhabi selling their ‘One Summer time Isn’t Sufficient’ marketing campaign. Not surprisingly, my first response was, “Wouldn’t vacationing in Abu Dhabi in the summertime be actually scorching?”

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The entire level of the marketing campaign was to problem that actual false impression! The marketing campaign strives to reposition the nation as a tremendous year-round vacation spot for world-class lodging, eating places, and actions. After visiting their official web site and all they’ve to supply, it actually does appear like an space you may get pleasure from the entire yr. Their marketing campaign certainly brings that to life!

By using strategic communications ways, journey corporations and locations can successfully generate consciousness, construct belief, and finally drive additional demand for journey experiences.

It seems that financial circumstances won’t cease most vacationers from taking journeys this summer time, albeit with some price range modifications. Add to that the improved information on the pandemic entrance, and it seems to be like this summer time might be a enjoyable one as tens of millions of vacationers hit the highways, skies, and rails for summer time enjoyable. And after the final couple of years we’ve all been by means of, I believe all of us want that!


Staying on prime of traits and monitoring this ever-changing panorama is essential, particularly within the journey/tourism/hospitality trade. And Burrelles presents complete and versatile monitoring packages to assist professionals do this!

Tell us if you happen to’d like extra data or have questions by contacting us right here.


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