Travel & Leisure a marketing field guide to
“ “ Deliver exceptional experiences Differentiate your brand
The latest trends in travel and leisure reveal a significant shift in consumer behavior and expectations. It's clear that connectivity and personalization are at the forefront of travelers' priorities. Individuals of all ages are increasingly seeking authentic, cultural, and unique experiences that resonate on a personal level, indicating a departure from the one-size-fits-all approach of the past. The resurgence of travel has brought with it new trends in both personal and business travel. Professionals are now blending work with leisure, extending business trips to explore their surroundings, and demanding flexibility and comfort to enhance their travel experience. These trends and shifts present an opportunity for brands to rethink their offerings and how they communicate with a more diverse audience of travelers. Accommodations • A record 4.7 billion passengers are expected to fly globally in 2024, up from the previous record of 4.5 billion in 2019. (International Air Transport Association) • Business travel volume by the end of 2024 is expected to be at 95% of 2019 levels—up from 89% in 2023. A full comeback in volume not expected until 2026. (U.S. Travel Association) • Gen AI is influencing travel, and promising use cases for travel providers include advertising strategy, marketing content, and personalization. (Deloitte) • Travel in 2024 will be dominated by five trends: music tourism, business class fares unbundled, influencers becoming agents, artificial intelligence matures, and electric vertical take-off and landing (eVTOL) aircraft prepare for take-off. (Amadeus) at a glance
Accommodations STRENGTHEN BRAND IDENTITY • Highlight features and benefits in a full-color Flyer, Trifold Brochure or Presentation Folder with Stepped Inserts • Branded Pens and Note Pads in each room help build name recognition and provide reminders long after the trip is over • Increase efficiency with Custom Forms for registration and cleaning checklists ENHANCE GUEST EXPERIENCE • Custom Labels for in-room amenities like shampoo, soap, and lotion elevate the guest experience and reflect attention to detail and commitment to quality • Providing Name Badges for group events like reunions or corporate retreats adds a professional touch that can enhance networking and social interaction • Door Hangers can be used for parking passes or to make housekeeping and room service requests • Custom Menus for room service, restaurants, and drink menus are perfect for showcasing culinary offerings and making the dining experience more immersive and appealing PROMOTE BRAND RECALL • Custom Playing Cards serve as both an in-room entertainment option and a unique souvenir, reminding guests of their enjoyable stay • Personalized Greeting Cards can make guests feel especially welcome, and a thank-you note on a folded Note Card adds a personal touch • Use variable data to personalize Direct Mail pieces with the recipient's name and travel preferences Quick Tips Targeted direct mail campaigns are a great way to reach groups planning events such as destination weddings, sabbaticals, reunions, car club runs, sustainable experiences and retreats. Hotels have been increasingly experimenting with mobile tipping options, with QR codes placed in rooms that allow guests to leave gratuity for housekeeping staff. Be sure to highlight your ecofriendly practices in your digital and print communications. According to Booking.com, over half (53%) of travelers are seeking accommodations that blend comfort with innovative sustainability features.
Main image: Presentation Folder with Stepped Inserts; Letterhead; Brochure; Business Card Left: Custom Labels Middle: Full-color Folded Note Card Right: Note Pad and Custom Pen
“ “ Increase brand visibility Drive interest and engagement
The desire for meaningful connections and tailored experiences is shaping the industry, from customized itineraries to immersive cultural engagements. Mainstream tourism attractions are becoming a thing of the past. Today, more and more travelers are willing to pay for those bucket list adventures and authentic cultural experiences that make for a "once in a lifetime" trip. Companies poised to capitalize on this trend are marketing their services as much more than just an activity - creating a unique and meaningful experience. Dining, culture and connections are inspiring leisure travel decisions as people increasingly prioritize the purchase of experiences over things. (Hilton) Destinations highlighted in 2024’s “Best in Travel” report include Mongolia (country), Western Balkans' Trans Dinarica Cycling Route (region), Nairobi in Kenya (city), Spain (sustainable) and The Midwest, USA (best value). (Lonely Planet) More than half of travelers have researched or booked a trip to an entertainment-inspired destination after seeing it on a TV show or movie, saying TV shows influence their travel decisions more than Instagram, TikTok and podcasts. (The Week) Experiences & Attractions at a glance
Experiences & Attractions YOUR BRAND TELLS A STORY • Posters grab attention, and Booklets dive into different experience options • Professional and lasting impressions are made when staff members are dressed in branded Apparel with full color Name Badges • Quench thirst and boost the brand with custom Water Bottle Labels • Magnetic Signs turn company vehicles into mobile billboards • Use branded Outdoor Labels, Decals, and Asset Tags to identify rental equipment PUT YOUR BUSINESS ON THE MAP • Direct customers to your location with Durable Banners, Feather Flags, Sandwich Boards or Yard Signs • Use retractable Banner Stands to advertise in a hotel lobby or at trade shows, exhibitions and events • Place Rack Cards or Flyers with discount coupons at leisure venues where people are relaxing and thinking about their next adventure • Raise awareness for a specific market through targeted Direct Mail campaigns INSPIRE LOYALTY • Follow up with Postcards to promote discounts for occasions like birthdays, holidays or anniversaries • Use Gift Cards, Coupons and loyalty Punch Cards to encourage return visits, referrals and positive reviews • Branded souvenirs such as Mugs, Shirts, Stickers, Decals, and Tote Bags will remind guests about their experience and continue generating impressions long afterwards Quick Tips Foodie travel, also known as culinary tourism, is a growing trend where people travel specifically to explore and enjoy unique and memorable food and beverage experiences. It goes beyond just eating meals; it's about diving into the local culture through its cuisine. Through personalized and highquality print materials, like napkins, coasters, and table tents, experiential destinations can create a memorable and distinctive environment that guests will remember long after their stay.
Main image: Feather Flag; Sandwich Board; Durable Banner; Window Decals; Poster Left: Outdoor Label Middle: Magnetic Sign Right: Full-color Rack Card
“ “ Build trust Build excitement
Travelers are prioritizing several key factors when it comes to making transportation decisions, balancing cost, convenience, safety, and environmental impact. For many, the decision often depends on a combination of these priorities, the specifics of their trip—such as distance, destination, and duration—and their own personal preferences and brand loyalties. To leverage current trends, it’s vital to understand the modern traveler's psyche, and craft marketing strategies that resonate with the quest for personalized and enriching travel experiences. Whether targeting the adventurous solo traveler, the culture-hungry family, or the business executive seeking an extended stay, we’ve compiled marketing ideas to help public transport, vehicle rental, and ride sharing brands take the lead in this fastpaced industry. Today is an exciting time for travel and trends research. Why? Every generation is traveling! Gen Z is on the move. So are Millennials, Gen Xers, and Baby Boomers. (Hilton) A survey of 27,000 travelers in 33 countries found that 52% are keen to book a surprise trip where everything down to the destination is unknown until arrival. (Booking.com) Travelers are reinventing themselves in 2024. For their adventures, 42% would even consider renting a fancier car than what they drive at home. (Booking.com) Transportation at a glance
Transportation ENHANCE CUSTOMER EXPERIENCE • Increase efficiency with Custom Forms for rental agreements and bills of service • No-smoking Decals and Safety Seals for rental cars provide clear messages • Repositionable Window and Wall Decals communicate passenger requirements for public transportation • Encourage repeat business with Gift Cards and discount coupons printed on Business Cards • Punch Cards are a great way to build loyalty INCREASE BRAND VISIBILITY • Door Hangers can be hung from the mirror of rental vehicles at pick-up, to advertise promotions or provide important reminders • Place Rack Cards or Brochures in high traffic areas to highlight routes and service options • Promote special offers and discounts through Direct Mail campaigns • Post-it® Notes can provide alerts to rental customers whenever and wherever needed BUILD AWARENESS AMID OPERATIONS • Rental Booklets can be customized for each location with the address and phone number • Magnetic Signs on vehicles clearly identify transportation companies and increase brand recognition • Never miss a beat with vehicle service or checklist Stickers • Dress up and distinguish staff and drivers with branded Apparel items and full color ID or name Badges Quick Tips Get friendly with other local travel businesses to marry services that relate to yours and extend the reach and influence of your brand. Customer loyalty is a rarity, with many customers stating they would have no problem booking with another brand or company if certain conditions were preferable. This is why loyalty programs are vital to keep customers coming back. Travelers will be looking to journey with a sense of purpose this year. With ever increasing demands on time, and the desire to make travel truly count, they want to create positive and lasting change – not only in the destinations they visit, but in their own lives. (Black Tomato)
Main image: Business Card; Full-color Booklet; Custom Form Left: Door Hanger Middle: Engraved Metallic Name Badge Right: Custom Decal
“ “ Reach, resonate, engage
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