Based on the Q1 U.S. Travel Association Consumer Quarterly Tracker conducted by Ipsos, 52% of American adults are eagerly planning to embark on leisure travel within the next six months. With the pandemic limiting travel opportunities for so long, people are more willing than ever to prioritize travel and make up for lost time. With the summer vacation season upon us, it’s crucial to identify consumers who are eager to travel and implement a targeted travel advertising strategy. To help you stand out in the competitive marketplace, we’ll share five audiences you should consider when building out your summer travel advertising activation plan.
Five travel advertising audience categories
With so many travel audiences out there, it can be overwhelming to figure out which ones to target. That’s why we’ve compiled a list of the top five audience categories you should focus on:
- Seasonal spenders
- Frequent travelers
- Travel transportation methods
- Luxury travelers
- Vacation type
Let’s break down each category so you can better understand the travel behaviors and preferences of each group.
Seasonal spenders
These travelers are known for their willingness to spend during peak travel seasons. They’re willing to spend more for travel experiences and have a high propensity to travel.
Let’s take a look at a few audience segments included in this category that you can activate as part of your summer travel advertising strategy.
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips: Consumers in this segment are frequent, high spenders of summer travel.
- Mobile Location Models > Visits > Summer Break Travelers: Consumers in this segment are likely to travel during summer break.
Retail Shoppers: Purchase Based
With Experian’s Retail Shoppers: Purchase Based audiences, you can reach consumers who have a high propensity to buy in specific categories like toys, furniture, apparel, and more. This audience is created by combining known credit and debit transactions with advanced modeling to ensure the highest likelihood of future purchases.
You can use these audiences to find travelers interested in the outdoors that spend their money on related gear and activities, or travelers who use rental cars throughout their trip.
Mobile Location Models
Our Mobile Location Models are based on a statistical analysis of mobile location data from devices. The model is built from individual, household, and area-level Experian Marketing Data.
You can use these audiences to find travelers that like to visit theme parks, travel during the July 4th holiday, and travel during summer break.
Frequent travelers
Consumers in this audience category prioritize travel as a lifestyle choice and they’re always looking for their next adventure. They’re willing to spend money to make their travel dreams come true and often participate in loyalty programs to earn rewards.
Here are just a few examples of the audience segments you can activate to target frequent travelers as part of your travel advertising strategy:
- Lifestyle and Interests (Affinity) > Travel > Frequent Flyer Program Member: Consumers in this segment are likely to be members of frequent flyer programs.
- Retail Shoppers > Purchase Based > Travel > Hotels > Frequent Spend: Consumers in this segment frequently spend at hotels like Holiday Inn, Hyatt, Marriott, and Wyndham.
Lifestyle and Interests
Experian’s Lifestyle and Interests audience segments make it easy to identify and target consumers based on their lifestyle characteristics. These audiences cover a wide array of lifestyle categories, such as:
- Activities/Interests
- Purchasing Behavior
- Contributors/Memberships
- Lifestyle/General
You can use these audiences to find travelers that enjoy boating, like to visit zoos, and are fishing enthusiasts.
Travel transportation methods
This audience category consists of the transportation methods travelers use to reach their destination or use throughout their travel experience.
Here are just a few examples of the audience segments you can activate to target travelers based on their preferred mode of transportation as part of your travel advertising strategy:
- Autos, Cars, and Trucks > Vehicle Lifestyle Ownership > Recreational Vehicle (RV) Travelers: Consumers in this segment are likely to currently own an RV and use it for travel.
- Lifestyle and Interests (Affinity) > Travelers > Air Travel (FLA / Fair Lending Friendly): Consumers in this segment are interested in traveling by plane based on their internet activity in the last 90 days.
Luxury travelers
These high-end travelers seek exclusive, high-end experiences, from top-tier dining to luxurious accommodations.
Here are just a few examples of the audience segments you can activate to target luxury travelers as part of your travel advertising strategy:
- Consumer Financial Insights > Discretionary Spend – Travel > $10,000+: Consumers in this segment are likely to spend more than $10,000 for travel.
- Retail Shoppers: Purchase Based > Travel > Hotels: Luxury: Consumers in this segment are frequent, high spenders at high-end hotels like Renaissance Hotels, Westin, and Hilton Hotels.
Vacation type
Unlike the previous categories, our vacation type category focuses on the type of trip a traveler is planning and the destination they’re heading to. Whether it’s a beach getaway or an adventure-filled trip, segments within this category can help you target consumers looking for those particular experiences.
Here are just a few examples of the audience segments you can activate to target travelers by vacation type as part of your travel advertising strategy:
- Retail Shoppers: Purchase Based > Travel > National Park Travelers: Consumers in this segment are likely to travel to national parks.
- Travel Intent > Activities > Winery Distillery Brewery Tours: Consumers in this segment are likely to visit wineries, distilleries, and breweries while traveling.
Family size and structure
In addition to our five recommended summer travel advertising audience categories, it’s important to add audiences related to family size and structure to your targeting strategy for the summer travel season.
Families with children, for example, are a significant market for summer travel, as parents are looking to create memories with their kids before they go back to school. Families with children have distinct needs and preferences when it comes to travel. For instance, they may need larger accommodation options, kid-friendly activities, and safe environments.
On the other hand, married couples with no children or single travelers may have different preferences for their travel experiences. These groups may be looking for more adventurous or adult-oriented experiences, such as camping, hiking in national parks, or winery tours. By segmenting your audience based on family size and structure, you can provide more relevant and personalized recommendations to your target audience, leading to higher engagement and conversion rates.
Here are just a few examples of the audience segments you can activate to target travelers based on their family size and structure as part of your travel advertising strategy:
- Demographics > Marital Status > Single: Consumers in this segment are likely to be single.
- Lifestyle and Interests (Affinity) > Moms, Parents, Families > Married Mothers: Consumers in this segment are likely to be married females with at least one child under the age of 18 years old.
- Demographics > Presence of Children > Ages: 0-18: Consumers in this segment are likely to have children between the ages 0 to 18 years old in a household.
- Demographics > Presence of Children > Ages: 7-9: Consumers in this segment are likely to have children between the ages 7 to 9 years old in a household.
We can help you reach summer travelers
From seasonal spenders to luxury travelers, there are a host of audiences you should keep in mind as you build out your summer travel advertising strategy. Experian audiences can help you tap into the potential of your summer campaigns by enabling you to identify, reach, and engage with a variety of travelers in their preferred channels.
Latest posts
Tapad's integration with Knorex's XPO™ platform will complement cross-channel optimization capabilities for brands and agencies in the U.S. and APAC markets NEW YORK and SINGAPORE, Dec. 10, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, has partnered with Knorex, a leading provider of digital performance marketing. Knorex's self-service online advertising platform, Knorex XPO™, enables marketers to advertise globally in real-time across different media channels, formats, platforms and devices. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment Knorex XPO™'s own device data set for enhanced marketing capabilities. For Knorex, the integration enables their brand direct and agency customers to gain a more accurate understanding of consumers across devices to reduce campaign inefficiencies and duplication, and to effectively manage frequency capping and attribution. Abhishek Kumar, VP of Engineering at Knorex commented, "Today's digital consumer is raising the bar for marketers. With increasing marketing complexities and consumer device usage, this integration enables marketers to understand the consumer decision journey with heightened ease. Our combined offering will empower agencies in the APAC and US markets, providing an improved marketing solution that will help to streamline their efforts." Abhay Doshi, Head of APAC at Tapad added: "The Tapad Graph, when integrated with the Knorex XPO platform, should not only help U.S. and APAC marketers optimize campaign performance through cross device marketing – but also increase the opportunity for brands to reach out to their target customers within a desired time." To learn more about Tapad and our digital identity resolution capabilities, visit https://www.experian.com/marketing/consumer-sync About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About KnorexKnorex provides programmatic advertising products and technologies to advertising buyers worldwide. With its cloud-based online advertising platform, Knorex XPO™ enables ad buyers to self-serve and advertise real-time across the globe regardless of the media channels (social, search, OTT/CTV, video, web/mobile etc.), ad formats (display, native, search, social, video etc) and devices (desktop, laptop, smartphones and tablets) to deliver personalized marketing messages to the target audience in an automated way, powered by machine learning/AI. Underpinned by a multi-layered data-driven approach, XPO simplifies the execution and optimization of marketing campaigns, while delivering measurable and attributable performance. Contact us today!
Tapad, now part of Experian, technology now powers Lifesight's real world intelligence platform with cross-device and reach expansion in the Asia Pacific Region SINGAPORE, Nov. 20, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new partnership with Lifesight, a leading provider of real world intelligence for advertisers in the Asia Pacific region (APAC). With the combined offering of The Tapad Graph, Tapad's global, privacy-safe digital cross-device solution, and Lifesight's real world intelligence platform, brands and agencies across APAC can benefit from better consumer targeting, expanded reach for targeted audiences and web-to-mobile footfall attribution. Through this multi-layered offering, Lifesight's brand and agency partners can access an omnichannel view of consumers' paths to purchase, thereby enabling them to increase the reach, measurability and ROI of their advertising campaigns. Rohit Maheswaran, Co-founder of Lifesight commented, "The consumer journey is getting increasingly more complex with ever changing digital and physical world behaviours, making it difficult for marketers to make strategic marketing spend decisions. That's why it's our mission at Lifesight to empower the brands and agencies within the APAC market to achieve better targeting and measurement capabilities, and our partnership with Tapad will help further this cause." Abhay Doshi, Head of APAC at Tapad added, "The Tapad Graph, which enables a unified view of consumers across their multiple digital devices, has a reach of 1 billion devices across the APAC market today. Paired with Lifesight's consumer insights of more than 500 million unique devices, this valuable partnership will offer the market extended consumer reach and prove beneficial to brands and advertisers across APAC who have historically struggled with resolving attribution." To learn more about Tapad and our digital identity resolution capabilities, visit www.experian.com/marketing/consumer-sync About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About Lifesight: Lifesight is Asia's leading real world intelligence company that helps marketers understand, target, and measure consumers based on their real world behaviour. Lifesight's robust platform and data solutions power business decisioning, audience activation, footfall measurement, and in-depth location analytics for leading brands and enterprises. The company is headquartered in Singapore with a rapidly expanding footprint in the Asia Pacific region operating in India, Malaysia, Indonesia, UAE, Saudi Arabia, Thailand, Philippines, Vietnam, Japan, Australia and New Zealand. To learn more, visit https://www.lifesight.io/ Contact us today!
The world of healthcare is often left to the doctors, surgeons and scientists. They examine our bodies, organs and genetics, determining if we are healthy and advising accordingly if we are not. This trust is well-warranted, as they spend years studying and practicing to ensure their patients receive the best care possible. However, individual health status is far more complicated than that, and cannot only be restricted to biology and chemistry. There are other factors that impact our well-being that must be accounted for in order to form a comprehensive picture of our necessary healthcare. Social Determinants of Health (or SDOH) are the conditions in which people are born, grow, live, work and age that shape our everyday health. They include socioeconomic factors such as education, neighborhood and housing, employment, social support networks and accessible transportation, among others. While not directly related to our clinical health, they still account for, and influence, many of our health outcomes. Take an elderly man proudly living alone in small town USA. Managing his diabetes is increasingly challenging. He had to give up his car eight months ago, so getting to his regular medical check-ups is a struggle. Without ongoing preventative care and maintenance, this gentleman will end up in the ER with possibly life-threatening conditions. If his physician can detect the change in his access to transportation, they can connect this patient to an eldercare transportation provider, enabling ongoing preventative care and thus avoiding costly emergency visits to the hospital. Access to transportation, healthier food, higher education and even parks can be a lifesaving factor in certain scenarios. This means that healthcare companies cannot rely solely on clinical or claims data if they wish to provide the best and most impactful care planning for their patients. They must take everything into account, from education to lifestyle to neighborhood. By looking at all available data, healthcare providers are able to get a more holistic view of the consumer and drive care plans that deliver better outcomes. Unfortunately, much of this data is fragmented and scattered, making it difficult to compare data points and group patients together in meaningful and efficient ways. Experian’s robust data and analytics is used to create more than risk scores – provide the right amount of intelligence in a digestible way to the care teams and clinicians that work with these patients every day. It provides relevant actionable insight into what drives a non-clinical cap in care, allowing healthcare organizations to make unprecedented, personalized adjustments to how they engage with patients’ in a privacy and HIPAA compliant manner. To learn how your healthcare organization can improve health outcomes and patient engagement using Experian data, visit https://www.experian.com/healthcare/solutions/patient-care-management-solutions/social-determinants-health.