Marketing to Moms: Deals Play Major Role in Vacation Planning

February 16, 2010 § 2 Comments

In keeping with the New Normal, Moms will still be looking for travel deals as they plan the 2010 family vacation.  With budget still a major concern for travel, the practicality of looking for bargains is still considered smart and necessary.  Our 2010 Family Travel Survey highlighted some of the important ways they are planning this year.

Only 37 percent of Moms say the way they research information has not changed – meaning that 63 percent have changed their habits.  Some 52 percent say they use the Internet more to research and learn about destinations, while 30 percent use the Internet to book travel.  And while social media is not widely used presently, user review sites such as TripAdvisor are viewed by 15 percent of Moms.

Where Moms Find the Best Travel Deals

Moms look to a variety of sources of information when deal shopping, making it important for marketers to consider a broad range of channels when communicating with Moms.  Interestingly, family and friends still weigh heavily when looking for travel deals.

Multi-channel Marketing Important: Information on Deals

Marketers Need Short-term and Long-term Approaches

One-third of Moms are still planning their vacation three or more months out, but 58 percent are planning three months or less before traveling.  Some 21 percent are booking their vacation less than one month in advance, possibly searching for the right time or the right deal to travel.

Busy schedules and job concerns could be attributed to the fact that only half of Moms working full time will take all of their vacation days this year.

As expected, summer will still be the primary season for family travel (57 percent); spring break is reported to be the second most popular travel time.  As school schedules continue to change to full time across the country, more destinations are seeing families seeking longer travel windows in non-summer periods.

Other Cost Concessions When Traveling

Some of the other ways Moms are seeking to control costs when traveling include eating out less, staying in less expensive accommodations and spending less on entertainment.   Some 26 percent will stay with family and friends while on vacation or stay closer to home (25 percent).  And 36 percent of Moms will opt for driving versus flying to their vacation this year.

While cost is a major concern, value is also important for marketers to consider.  For marketers, regular monitoring of the value perception of your travel destination is important to delivering on Moms’ expectations.

For more information, download the travel survey results by clicking here.

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