{"id":1911,"date":"2021-11-09T08:00:18","date_gmt":"2021-11-09T13:00:18","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/11\/09\/unique-data-and-insights-for-connecting-with-year-end-jet-setters\/"},"modified":"2021-11-09T08:00:18","modified_gmt":"2021-11-09T13:00:18","slug":"unique-data-and-insights-for-connecting-with-year-end-jet-setters","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/unique-data-and-insights-for-connecting-with-year-end-jet-setters\/1911\/","title":{"rendered":"Unique Data and Insights for Connecting with Year-End Jet-Setters"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Ericka Podesta McCoy, CMO, <\/strong><a href=\"https:\/\/www.resonate.com\/\"><strong>Resonate<\/strong><\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As this year\u2019s holiday travel season kicks into full gear, brands are looking to connect with the consumers who are excitedly planning to reconvene with family and friends in locations near and far. Given the lingering impact of the pandemic on attitudes toward travel, it\u2019s more important than ever that marketers be able to operate with scalpel precision in targeting their ad spend.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The past 18 months have been challenging ones for airlines, hotels and other hospitality businesses, but we\u2019re seeing a growing group of consumers who are eagerly returning to their jet-setting ways. In fact, more than 27 million Americans are now re-engaging infrequent travel behavior, taking 10 or more domestic trips a year. For travel brands, this audience will prove vital to the success of year-end festive offers, promotions and ad campaigns.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Who are these 2021, travel enthusiasts? We recently tapped into the Resonate Ignite consumer intelligence platform to examine the traits, motivations, values and media habits that these highly coveted consumers have in common. Here\u2019s what we found.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n<h4 class=\"wp-block-heading\"><\/h4>\n<h4 class=\"wp-block-heading\"><strong>Who They Are<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Today\u2019s frequent travelers skew slightly male (54 percent) and tend to be family-oriented. About 65 percent are married, and 45 percent have children under the age of 18. That means when these individuals are making holiday travel plans this year, they\u2019re probably planning for more than themselves. Family-friendly offers\u2014group ticket discounts and suite upgrades\u2014are likely to catch their eye. At the same time, many of these travelers enjoy high household incomes and are willing to splurge for some added excitement and luxury. So don\u2019t hesitate to point them toward unique experiences and events that they might want to build around their holiday time with family and friends.<strong>\u00a0<\/strong><\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"477\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/11\/1.jpg\" alt=\"info graphic about traveling\" class=\"wp-image-1913\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/1.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/1-300x149.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/1-768x382.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n<\/h4>\n<h4 class=\"wp-block-heading\"><strong>What Drives Them<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">When it comes to personal values, today\u2019s frequent travelers value authority, stimulation and independence above all else. Thus, in addition to creative built around the togetherness offered by holiday travel, it\u2019s important for travel brands to speak to the individuality of these travelers with their messaging as well.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These travelers value luxury and are willing to pay for it\u2014ideally while earning points for it. They love visiting spas and resorts, enjoying museums and the performing arts, and hitting the gym. Highlighting these features will go a long way in helping sway these decision-makers, as will reflecting the exciting nature of your destination.<strong>\u00a0<\/strong><\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"1030\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/11\/2.jpg\" alt=\"projected adult population graph\" class=\"wp-image-1914\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/2.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/2-280x300.jpg 280w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/2-954x1024.jpg 954w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/2-768x824.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n<\/h4>\n<h4 class=\"wp-block-heading\"><strong>Where to Find Them<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">OK, so now that we know a little bit about what drives these travelers\u2014where can brands find them?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As you can see in the media consumption snapshot below, these frequent travelers appreciate getting their news of the day through top publications like the Wall Street Journal and New York Times. They\u2019re especially active on LinkedIn and, overall, spend more hours online than your typical American consumer. At the same time, they\u2019re huge sports fans as well, favoring ESPN content when it comes to TV networks and paid streaming subscriptions alike. Beyond their unsurprising affinity for travel apps, they also spend a considerable amount of their mobile time in business and productivity apps, as well as sports apps.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"850\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/11\/3.jpg\" alt=\"media consumption report\" class=\"wp-image-1915\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/3.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/3-300x266.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/11\/3-768x680.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">It\u2019s make-or-break time for this year\u2019s year-end marketing efforts. For travel brands, connecting in a meaningful way with the above group of lucrative frequent travelers will be key to success. Be sure your offers are targeted, compelling and\u2014above all\u2014relevant for this year\u2019s holiday jet-setters.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376257 = window.plc376257 || 0;\n            document.write('<' + 'div id=\"placement_376257_' + plc376257+ '\"><\/' + 'div>');\n         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spend.<\/p>\n","protected":false},"author":7,"featured_media":1912,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-1911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Unique Data and Insights for Connecting with Year-End Jet-Setters | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/unique-data-and-insights-for-connecting-with-year-end-jet-setters\/1911\/\" \/>\n<meta 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