2016. What a year. We've had Brexit, Trump and all manner of celebrity fatalities. It just makes you want to jet off somewhere nice and forget about your troubles for a week or two doesn't it?
Well, I'm sure the same can be set for travel marketers. In the UK the falling pound has smashed margins and raised prices for holidaymakers heading abroad, whilst for marketers promoting European destinations the disturbing spate of terrorist attacks this summer may have encouraged some holidaymakers to stay at home.
But take a step back and you'll be surprised to hear the picture is actually looking rather good for travel marketers, despite the challenges. Tourist numbers have increased in 2016 by over 3%, and 33% of travelers say they will be willing to spend more on a holiday this year than they were last year. What's more, 49% of tourists said culture was a key reason for them choosing the destination they did, so make sure your advertising taps into the local culture!
Take a good at our infographic, created by JBH, to find out more about the state of travel marketing in 2016.
Thanks to JBH for creating this infographic.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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