Travel Insights
With a market size of over $1 Trillion dollars and millions of consumers actively planning their spring and summer travel, Audigent analyzed intent to travel both internationally and domestically across our exclusive first-party data, sourced from our premium publisher DMP partners like Conde Nast, PMC, Digital Trends, Slick Deals, and many more. We're sharing the bonus insights here on our blog.
2023 is shaping up to be a huge year for travelers, tourists, and targeted destinations. The US Travel Association predicts an increase of 8.8% in domestic travel spending and a 21.9% increase in international travel spending. Many popular destinations are seeing double and triple digit growth of interest among travelers actively shopping for their next vacation.
Audigent works with advertisers to make these insights actionable programmatically through SmartPMPs by packaging exclusive first-party audience data with premium curated inventory to engage users across key channels like CTV, Display, OLV, and Native.
Who's looking to travel?
Over a 3 month period, this map shows what percent of consumers who are shopping for their next trip. To make the comparison fair, the total population of shoppers in-market was normalized against state populations - the percent of in-market shoppers is directly comparable from state to state.
Interest in travel over the last 3 months normalized for state population
Interest in Travel by Affinity
Analyzing intent to travel by affinity over the last 3 months reveals three noteworthy trends:
- Food & Dining dominate the list of affinity categories, with a focus on convenience and price consciousness
- Individuals in the Beauty and Wellness category actively shopping for travel are very interested in beauty and wellness - casual Beauty and Wellness segments did not index highly for intent to travel
- Business travel is back among Avid Investors
Interest in travel over the last 3 months by top 10 affinity segments (colored by segment category)
Top segments include Banking & Finance, Beauty & Wellness, and Food & Dining
Domestic Destinations
Interest in domestic travel is surging - top domestic travel destinations are experiencing triple-digit growth in intent to visit. The US Travel Association forecasts domestic travel spending to exceed $974 billion dollars.
To get a snapshot of what major metro areas are currently positioned to take advantage of this massive spend, we compared interest in visiting top domestic cities in the last quarter of 2022, which includes the busy holiday travel season, and the first quarter of 2023, a time when most vacationers start planning their spring and summer getaways. Notably, interest in visiting Myrtle Beach or Los Angeles declined from the end of Q4 to now while many stalwart destinations (New York City, San Fransisco, Washington, D.C.) are seeing steady year over year growth.
Change in interest among top domestic US destinations from 2022Q4 - 2023Q1
International Destinations
For our international analysis, we opted to increase our snapshot window from 60 days to 180 days as international trips tend to be less frequent and require a larger commitment of time and resources for travelers.
In the map below, most major destinations saw increases in intent to travel. Notably, Greece outpaced most of Europe, the most popular continent by intent to visit, as a popular destination. Increases in US customers in-market for travel to Europe, Asia, and Australia were mirrored by decreases in in-market intent to travel to some South American Countries.
Searches for Trips to Greece Outpace other European Destinations
Breaking out Europe from the rest of the world, Greece is emerging as a dominate travel destination this year.
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