Travel trends according to Google and how CMOs can make the most of them
5 Key Travel Trends Marketers Should Know About in 2024
Travel CMO’s, we’ve taken Google’s Travel Trends report and added some actionable tips to share with your marketing teams, including how to add affordable luxury or destination dupes into your ad campaigns.
We've packaged it into a full report, which you can access a snapshot of below, or download in full here.
1. Affordable Luxury
Trend: Travelers are elevating their experiences without overspending. Google highlights that 54% of travelers would pay for accommodation upgrades, and nearly half would invest in upgraded travel if it stays within budget.
Work with your performance marketing agency on the following changes to your Google ads...
Emphasise value by showcasing perks like upgrades or added benefits within your packages. Test keywords like "affordable luxury vacations" or "luxury travel deals" to discover new opportunities.
Use retargeting to remind users of added benefits. Personalise content based on browsing history—for example, promoting exclusive perks to high-end visitors or budget options to sale shoppers.
2. The Rise of Destination Dupes
Trend: “Destination dupes” offer similar experiences to iconic spots at lower costs. Budget-friendly alternatives are gaining traction as travellers look for value without compromise.
Work with your performance marketing agency on the following changes to your ad campaigns...
Leverage the visual nature of Pinterest and Instagram to showcase the charm of your destinations. Use keywords like "hidden gem destinations" or "luxury travel for less." Research substitute destinations and bid on those keywords.
Shine a light on the cultural authenticity, unique experiences, or hidden gems of your destinations. Content marketing could include blog posts comparing your destination to pricier counterparts.
3. The Great Rail Escape and Sustainable Travel
Trend: Eco-conscious travellers are choosing train travel, the fastest-growing travel category, with 35% growth forecasted.
Work with your performance marketing agency on the following changes to your ad campaigns...
Target keywords which highlight the scenic beauty, comfort, and lower carbon footprint of train journeys - eg "eco-friendly travel. You could take this further by building eco-focused content to direct to.
Imagery and storytelling around train routes will be key to driving engagement - think platforms like Instagram and TikTok where you could work with influencers specialising in sustainable travel.
4. AI Is Transforming Travel Planning
Trend: Travellers are increasingly using AI to simplify trip planning, from finding destinations to booking accommodations.
Work with your performance marketing agency on the following changes to your ad campaigns...
Experiment: AI tools can assist with A/B testing and predictive analytics to refine campaigns. Tap into the trend for conversational searches by focusing on broad match keywords and value-based bidding strategies.
AI can enhance customer journey mapping and tools like enhanced conversions and consent mode v2 could help overcome data challenges.
5. The Need for Authenticity in the AI Age
Trend: While AI is shaping travel marketing, it’s also met with skepticism. Travellers value authenticity and can spot overly polished, AI-generated visuals.
Work with your performance marketing agency on the following changes to your ad campaigns...
Don't rely solely on generative visuals which viewers might find inauthentic. Use AI to inform strategies, rather than replacing genuine connections.
Authentic testimonials and behind-the-scenes footage can resonate more with audiences than CGI level perfection.
Want to dive deeper?
The full travel paper is available on our website.