Destination Travel Demand Observations 2022 and 2023

Summary

In this live session, the speaker delves into May 2022 demand metrics for destinations across the U.S., focusing on organic traffic trends and SEO performance. While most regions show a decline in organic search traffic, Florida and group sales bookings are resilient due to heightened awareness of limited availability. The speaker emphasizes the importance of mastering local search, content marketing, meta search advertising, email outreach, and data-driven decision-making to stay competitive. This session serves as a guide for hospitality professionals to navigate market fluctuations and secure future bookings through effective marketing strategies.

Takeaways

• 😀 Demand in the travel and hospitality industry is down across several regions, with the East Coast seeing a 29% decrease in organic traffic for May 2022.
• 😀 Group sales bookings are experiencing growth, defying the overall demand decline, as travelers are securing long-term bookings due to limited availability.
• 😀 Organic search data is a key indicator of true demand, and regions such as the Southeast (Florida) are seeing less of a drop in interest compared to others.
• 😀 Content consumption for summer activities, event calendars, adventure tours, and dining experiences is on the rise, indicating travelers are actively planning and booking vacations.
• 😀 The lodging search is down significantly, with seasonal search trends such as winter ski vacations and fall foliage searches dropping more than 25%.
• 😀 Local search is essential for businesses in competitive markets, with ranking in the top three search results being a critical factor for visibility and bookings.
• 😀 Meta search advertising is a valuable strategy for independent hotels and short-term rental businesses to boost their visibility without high ad costs.
• 😀 Content marketing and organic search strategies should be prioritized to drive traffic without relying heavily on paid ads, especially in uncertain market conditions.
• 😀 Email outreach is a powerful tool to secure future business, especially for holiday bookings and peak seasons, even in tough economic times.
• 😀 Mastering metrics and data-driven decision-making is crucial to navigating fluctuations in demand and staying ahead of competitors in the hospitality industry.

Q & A

What is the main focus of the discussion in the transcript?

The main focus is on analyzing demand and search metrics for May 2022 in various U.S. regions, with insights into the performance of destinations, particularly in the context of organic search data.

Why is organic search data considered a key indicator of demand?

Organic search data is considered a true indicator of demand because it reflects the genuine interest of users, unlike paid ads or social media traffic, which may be influenced by marketing efforts.

What trend is observed in the demand for destinations in the U.S. as of May 2022?

The demand for destinations has decreased across various regions, with some areas seeing up to a 41% decline in organic search interest compared to the previous year. However, the southeast region, including Florida, is still showing positive trends.

What does a decrease in lodging search interest suggest about the travel market?

A decrease in lodging search interest suggests that travelers may already have their trips planned and booked, focusing on activities and experiences rather than lodging, or that there is a shift in how people are planning vacations.

Why is the group sales and meetings segment seeing growth despite the overall demand decline?

Group sales and meetings are growing because there is a shift toward early bookings, driven by the reduced availability of rooms, especially for peak seasons. This shift follows the trend of last-minute bookings during the pandemic.

What are some key strategies for businesses to stay competitive during periods of declining demand?

Key strategies include mastering local search to rank higher on Google, investing in content marketing to boost organic search presence, utilizing email outreach for future bookings, and analyzing data to make informed, data-driven decisions.

How important is local search for businesses in the hospitality industry?

Local search is crucial for businesses in the hospitality industry because it directly impacts visibility in Google Hotel Finder and meta search advertising, which are essential for attracting both direct and OTA bookings.

What role does content marketing play in the face of economic downturns in the hospitality industry?

Content marketing plays a vital role by helping businesses maintain visibility in organic search results without relying on paid ads, which can be especially important when budgets are tight during economic downturns.

Why is it important for hospitality businesses to 'know their numbers'?

Knowing the numbers is essential for making data-driven decisions. It helps businesses track performance, identify trends, and adjust strategies to optimize bookings, marketing efforts, and overall revenue.

What does being 'the best' mean in the context of a hospitality business or destination?

Being the best means excelling in your industry, delivering exceptional experiences, and staying in demand through continuous improvement, skill-building, and providing value to your customers and community.