With summer just around the corner, it’s a great time to plan campaigns themed for summer-related activities, such as the seasonal rise in travel. In this 2024 Summer Travel Retargeting Guide, we cover the trends that matter for the sunshine days of summer and how to use them to drive engagement, growth and long-term value for your app.
2024 Summer Travel Trends
Travel is Higher Than Pre-Pandemic Levels
Travel demand is expected to surpass pre-pandemic levels in summer 2024, with 4.7 billion people expected to travel compared with 4.5 billion in 2019. It’s also worth noting that international tourism has seen a 15% boost in 2024, exceeding 2019 levels by 2%.
According to travel app Hopper’s surveys, 87% of people are planning to travel this summer. However ¾ of those individuals have not yet booked their travel plans — highlighting an opportunity for travel brands to retarget them with recommendations and booking support.
Source: Hopper
Moreover, 75% of individuals plan to spend the same or more on travel this summer and 51% expect to take more trips overall.
Digital Nomadism and Solo Travel
As in previous years, digital nomadism continues to be a major driver of travel, with people traveling while working remotely. This, in turn, has spurred more solo travel, with 66% of Hostelworld’s guests reporting they travel solo to meet people to hang out with.
“Coolcations” and Destination Dupes
When it comes to travel preferences, jetting off to locales with moderate weather for a “coolcation” is on the rise. According to surveys, 75% of travelers are seeking cooler destinations this summer. In addition, 46% of advisors at luxury travel network Virtuoso, said climate change had impacted their clients to travel differently.
There has also been a rising interest in traveling to “destination dupes”. In other words, locations that are less crowded and less expensive than other popular destinations but have a similar vibe.
2024 Travel Season Retargeting Tips
As summer approaches and travel demand surges, it's essential for travel, education, entertainment, and event booking apps to optimize their retargeting strategies to capture the attention of potential travelers. Here are some tips based on the key 2024 summer travel trends:
Influence Undecided Travelers
With individuals planning to travel but still undecided on locations, flights, etc. retarget ads to influence undecided travelers by showing attractive destinations and flexible booking options. Emphasize the ease of planning and booking through your app to encourage users to finalize their travel plans.
- For travel apps: Help undecided travelers set their plans by retargeting ads for locales, hotels and flight options that align with their preferences.
- For language learning/education apps: Promote language learning programs aligned with users’ desired travel destinations. Highlight features that allow users to keep learning on-the-go.
- For entertainment apps: Use retargeted ads to promote shows and activities located in sunny destinations. Design ads with a “summer sun” theme.
Cater to Digital Nomads
Appeal to the growing trend of digital nomadism by highlighting the ability to work remotely from anywhere. Showcase destinations with amenities conducive to remote work, such as reliable Wi-Fi and co-working spaces.
- For travel apps: Highlight hotels and vacation rentals with fast WiFi and longer-term stay options. Retarget ads with recommendations on the best destinations to meet other digital nomads.
- For entertainment apps: Use retargeted ads to promote professional events and networking opportunities in summertime destinations. Segment users based on age to highlight local activities, shows and events where they can make new connections.
Promote Personalized Experiences
According to Skift, travelers are seeking more personalized experiences, with increased demand for private drivers, guides, and customized tours. Retargeted ads can promote these types of premium, personalized travel offerings.
- For travel apps: Capitalize on the demand for personalized experiences by featuring tailored travel packages, private tours, and curated itineraries in retargeting campaigns. Highlight the convenience of booking customizable experiences directly through your app.
Highlight Diverse Accommodation Options
Hotels remain the top accommodation choice, but vacation rentals are also gaining popularity. To meet different needs, showcase a diverse range of accommodation options, including hotels and vacation rentals, to cater to varying traveler preferences.
- For travel apps: Use retargeted ads to promote exclusive deals and discounts on both traditional hotels and alternative accommodations. Promote package deals that make it easier to book shuttles and rental cars alongside hotel and flight bookings all-in-one go.
Drive Direct Bookings and Offer Price Transparency
Encourage direct bookings by promoting seamless booking experiences and offering incentives such as app-exclusive discounts and rewards.
- For travel apps: Address price anxiety by highlighting transparent pricing, price drops, and limited-time offers in retargeting campaigns.
Takeaways
By incorporating these retargeting tips into your strategy, travel apps can effectively engage users, drive bookings, and capitalize on the surge in travel demand during the summer season.
- Influence Undecided Travelers: With a large portion of travelers still undecided on their plans, retargeting ads should focus on showcasing attractive destinations and flexible booking options to encourage users to finalize their travel plans.
- Cater to Digital Nomads: The trend of digital nomadism continues to rise, presenting an opportunity for apps to highlight remote work-friendly destinations and accommodations. Retargeted ads should emphasize amenities conducive to remote work and recommend destinations popular among digital nomads.
- Promote Personalized Experiences: Travelers are increasingly seeking personalized experiences, creating a demand for tailored travel packages and curated itineraries. Brands should use retargeting campaigns to promote premium, personalized offerings that cater to individual preferences.
- Highlight Diverse Accommodation Options: While hotels remain popular, vacation rentals are gaining traction among travelers. Retargeting ads should showcase a diverse range of accommodation options, including exclusive deals on both traditional hotels and alternative accommodations.
- Drive Direct Bookings and Offer Price Transparency: Encourage direct bookings by promoting seamless booking experiences and offering incentives such as app-exclusive discounts and rewards. Address price anxiety by highlighting transparent pricing and limited-time offers in retargeting campaigns.
Ready to elevate your app's retargeting strategy and capitalize on the summer travel surge? Incorporate these tips into your campaigns today to engage users, drive bookings, and maximize your app's potential during the summer season. Reach out to our team now!
