With all the economic challenges facing the world in recent years — whether it be political shake-ups, inflation, or the cost-of-living crisis — some brands may feel uncertain about the direction of consumer spending. But does this mean that brands should pull back on their marketing efforts this winter? Should they wait until the economic outlook brightens?
The research suggests not. In fact, a recent Tripadvisor survey revealed that macroeconomic factors have not affected the winter travel plans of almost two-thirds of Brits. Even more encouragingly, 95% of consumers are travelling at least the same amount as they did during the colder months last year, with 55% intending to spend more.
The fact that consumers are willing to spend more on travel, despite being faced with increasing financial challenges, provides a number of opportunities for brands to capitalise. Rather than pulling back, brands should explore innovative strategies focusing on connecting with consumers at the right time, and one option is looking to non-endemic media owners. These platforms offer an alternative and powerful way to reach people who are actively planning their travels, especially in times when traditional media strategies may feel less effective.
Reaching travel-hungry audiences
There’s plenty for brands to be optimistic about, especially regarding consumer attitudes during the winter months. Despite the challenges, the holiday season brings a sense of excitement, creating a window of opportunities for brands to engage with consumers. There tends to always be something in the air around seasonal moments such as Christmas and the New Year, despite how bleak the picture may be on the outside. However, it’s not just the busiest time of year for consumers; brands must also work to capitalise on this seasonal excitement.
Notably, while the second most significant chunk of discretionary spending goes toward travel (20%) during the winter months, a significant amount of non-essential purchases are also made within the shopping (21%), eating out (18%), home improvement (12%), and health and wellness (8%) categories. This broad spending behaviour highlights an opportunity for brands to reach consumers across multiple categories. However, it is crucial that brands use publishers’ insights to understand their audiences and create content that resonates, whether promoting a winter getaway or recommending a restaurant for the trip.
It’s also important not to focus solely on the immediate. Many Brits (41%) plan their trips three to six months in advance, so marketers should start thinking now about capitalising on key getaway periods such as Easter and school summer holidays with their content.
The battle for attention, particularly within the travel sector, is often more dynamic and varied than in other sectors. This makes it imperative that brands know exactly what their audiences are looking for at that specific time. Non-endemic publishers provide a strategic advantage in this space, allowing brands to engage with consumers when they are actively researching and planning their trips.
Broadening media horizons
Brands need to think more about where they’re reaching consumers and think outside the box with the types of media they’re leveraging. Non-endemic media owners provide an alternative route to connecting with audiences, often reaching them when they are actively researching their purchasing plans.
For instance, consumers may read reviews searching for the best-rated places to visit, comparing different cities, experiences, restaurants, and more as they plan their trips away. These reviews help to provide travellers with confidence, making them more likely to interact with not just the listing they’re looking at, but also the ads around it.
The key to modern advertising is meeting people with relevance in the moment and addressing their specific needs. There’s no better place to do that than within environments where consumers make their intentions abundantly clear with their actions.
Economic obstacles brushed aside
The ‘keep calm and carry on’ attitude prevails despite the challenging economic climate. Brits will continue to spend big on travel, regardless of the external pressures they face.
By leveraging non-traditional media owners, brands can meet consumers at the right time when their intent is clear. This allows brands to deliver highly relevant content, increasing the chances of conversions. Brands that master this approach — focusing on both the present and the future — will build long-term consumer loyalty that extends far beyond winter.
Featured image: Erik Odiin / Unsplash