Tourism Marketers Must Go Bold and Inclusive to Meet New Traveler Priorities
Photo Credit: Travelers want reconnection, inclusivity and big adventure, latest social media data and polls say. Flickr Commons / U.S. Bureau of Land Management
Skift Take
Travelers are increasingly intentional about aligning travel decisions with values. Tourism marketers will have to use all the channels to hit the right tone for the right consumer segment, says a new report.
As North Americans leave home in bigger numbers this summer, after over a year of restricted movement, their mindsets and priorities have clearly shifted.
This changing outlook is what destination marketers will need to continue tracking closely using all available channels, from social conversation insights to traveler sentiment polls. Should they still lead with a safety message? Should masks continue to appear in the inventory?
Social media marketing agency Sparkloft Media’s new spring 2021 traveler sentiment report, to be published later this week and shared exclusively with Skift, reveals how North American travelers are ready to move on from the gloom and doom of the past 15 months of messaging.
"Travelers are ready to see images and content of people and groups together and activities that they maybe couldn't do during the pandemic, people are ready for that tone that is a little bit higher energy," said Gio Palatucci, director of research at Sparkloft Media, a social
