On the Rise: Exploring Spring Break Travel Trends

What Happened: As the winter frost begins to thaw and the first blooms of spring slowly emerge, the travel industry gears up for the annual return of Spring Break. In 2024, the travel landscape is abuzz with anticipatory energy, as Google Trends data signals a surge in Spring Break-related queries. The past three years have seen a steady increase in demand, and the trajectory for 2024 appears promising, with terms like 'spring break flights' and 'spring break vacation' gaining interest since mid-late December ’23.

According to Peter Greenberg from CBS News, there's been an astounding 50% year-over-year increase in Spring Break bookings with 2024 already witnessing a 15% surge. Similarly, Tim Hentschel, CEO of HotelPlanner, recently highlighted a significant 64% year-over-year increase in bookings from 2022 to 2023 , with an additional 7% surge observed for spring break 2024. These new data points prompt a warning for procrastinators about the imminent rise in fares, but a golden light for those in the travel industry. This momentum underscores high travel demand and confidence, even amid ongoing challenges with facets like air travel in the industry.

So, I think we are all on the same page and understand the potential for a busy springtime right around the corner. But where are people headed? If you are like me, most think Spring Break is the perfect time for a beach trip, right? Forbes unveiled the top locations to likely experience heightened hotel occupancy, including Daytona Beach, Fort Lauderdale, and South Padre Island. However, this surge in demand comes with a price, as hotel rates in popular destinations may increase by 20% to 30% from March 1 to April 15 and airfares rise by 2% to 3% daily for these locations.

With the sense of urgency on top of industry experts’ minds, Thrifty Traveler also strongly advises against waiting until the middle of winter, as flight prices to prime Spring Break destinations tend to rise. The sweet spot for the lowest airfare is typically between 23 and 59 days before departure, according to Google Flights data. If you don’t believe the uptick in prepared travelers, Club Wyndham recently reported 20% of bookings made in 2023 were actually for March 2024 !

Now back to talking about locations, of course, beach destinations remain classic Spring Break favorites, but there’s a growing interest in adventure-centric trips like hiking, camping, yoga retreats, cruises, and other outdoor activities are surging as travelers seek to add an adrenaline rush to their springtime retreats. Google Keyword Planner indicates stark increases for terms like ‘spring break camping’ (+22% YoY, +177% 3MoM), ‘spring break ski trip’ (+52% YoY, +191% 3MoM), and ‘spring break cruise’ (+50% YoY, +125% 3MoM).

Amidst the overall surge in spring demand, travel experts believe AI tools can be pivotal for travelers. Generative AI tools like ChatGPT, Bard, Bing Chat, and more offer enhanced travel inspiration, search, booking, and itinerary planning experiences. The adoption of AI is expected to answer questions faster and empower travelers with real-time data, transforming the travel planning landscape. Will we see users feeling more empowered over the next few years using these tools and perhaps skipping the middleman – booking agents? Time will tell!

Impact on Search: As we dig into the evolving landscape of Spring Break travel trends, let’s look at it through the prism of users’ micro-moments, offering a seamless visualization of how these elements blend to shape the broader impact on search.

Dreaming (I-want-to-get-away moments):

The transition from winter to spring brings an evident anticipation for Spring Break, propelling users into the initial dreaming phase of their travel journey. The discernible increase in users entering the dream phase, as evidenced by Google Trends data, signifies a surge in individuals exploring possibilities for their ideal Spring Break destinations. This heightened dreaming phase contributes not only to the individual user's journey but also significantly impacts the search landscape by generating an influx of queries related to ambitious travel experiences.

Travel companies are encouraged to have a clear content strategy to create visually appealing content that sparks wanderlust for guests in the I-want-get-away moment. Don’t limit yourself to only the on-page copy, think about blog posts, social media visuals, videos showcasing dreamy destinations, and more. Optimizing for aspirational keywords such as ‘spring break destination’ or ‘best place to visit in spring’ can help attract users. Also, ensuring your website provides a seamless and engaging user experience, encouraging travelers to explore different travel options.

Planning (Time-to-make-a-plan moments):

Moving beyond the dreaming phase, the planning stage experiences a profound impact as users transition from abstract aspirations to concrete preparations. No longer confined to mere dreams, users actively convert their aspirations into tangible plans, fueled by a notable 15% surge in bookings for Spring Break 2024. The urgency emphasized by experts not only shapes individual planning behaviors but also influences search dynamics, as users strategically seek information on optimal booking windows and ways to avoid procrastination.

Search professionals or travel organizations should continue keeping their content strategy top of mind to develop informative content that assists users in planning their trips. Consider creating travel guides, itineraries, and tips for effective Spring Break planning. Within this strategy, do not overlook planning-related keywords and keep local SEO at the forefront by providing information on local accommodations, activities, and more.

Booking (let’s-book-it moments):

The surge in demand during Spring Break seamlessly extends into the booking micro-moment, significantly influencing user behavior in terms of where and when to book. Forbes' recommendations of top destinations, coupled with warnings of potential price hikes in popular locations, contribute to informed decision-making during the let’s-book-it moment.

Three key things to think through during this moment includes facilitating the booking process by providing clear and compelling calls-to-actions through special offers, Spring Break promotions, and easy to navigate booking options. Next, target transactional keywords like ‘book flights to [destination],’ ‘[destination] Spring Break hotel,’ and ‘Spring Break travel deals.’ Finally, ensuring your website is mobile-friendly, as many users book travel on their smartphones will eliminate a roadblock for travelers.

Experiencing (can’t-wait-to-explore moments):

Transitioning into the experiencing phase, the impact on search becomes evident through the evolving preferences for Spring Break activities. While beach destinations continue to be classic favorites, the growing interest in adventure-centric trips reflects a discernible shift in user preferences. This shift not only influences individual travel decisions but also shapes the search landscape by introducing new and varied queries, mirroring the evolving interests and desires of users during the experiencing micro-moment.

From an overall content lens, provide immersive and engaging content that enhances the user’s excitement about the upcoming travel experience. This can include user-generated content, tips for making the most of the destination, or anything in between! To keep users in the funnel, optimize for experiential keywords related to the experiences users seek during their trips, like ‘things to do in [destination],’ or ‘attractions in [destination].’ Finally, showcasing social proof with positive testimonials and social media interactions to build trust and excitement will help bring travelers back and become loyal to the brand for future trips.