When it comes to choosing a vacation destination within the United States, Americans weigh several key factors. From budget to bucket-list experiences, the decisions we make are shaped by both practical concerns and personal preferences.
Whether it's a weekend getaway, a family vacation, or a solo retreat, understanding the considerations that guide where people choose to go can help travel destination brands plan effective CTV travel advertising campaigns that tap into their thought process and resonate with potential travelers.
Key Brand Considerations for Vacation Planning
Budget Cost is often the most immediate factor in deciding where to vacation. For many, the overall affordability of a destination is a top priority. Flights, accommodation, meals, and activities all contribute to the bottom line, and travelers are likely to choose destinations that offer the best value. For example, national parks, regional towns and unique natural wonders can offer affordable experiences compared to more luxurious, tourist-heavy alternatives. Effective travel ads could benefit from choosing to target and communicate value for money towards audiences with lower incomes and the fulfillment of life long aspirations to those with more money.
Experience and Activities Travelers are drawn to specific destinations based on the activities they want to engage in. Some prefer the serenity of a quiet beach, others are looking for the adventure of hiking in a national park, while many are keen on exploring vibrant cities and indulging in cultural experiences. Whether it's outdoor recreation, fine dining, or cultural attractions, Americans choose destinations that align with their interests and desires. Effective travel ads will emphasize what makes a destination unique based on known interests and showcase its distinct experiences - be it a unique outdoor activity, historical site, or local food scene.
Distance and Accessibility Distance plays a critical role, particularly when considering travel time and ease of getting to the destination. While many Americans prefer destinations that are within a day’s drive or short flight away (especially for weekend trips), others might have lofty ambitions of exploring Alaska. Proximity to major airports or highways is also a consideration. Vacation ads should convey the ease and convenience of getting to every destination, ensuring that the further away someone is from a destination, the greater lifetime value they foresee gaining, in order to warrant the journey.
Seasonality and Weather Americans are keenly aware of the weather and how it will affect their vacation. Winter holidays may bring a desire for snowy getaways, whereas summer could spark interest in beach destinations or cooler mountain retreats. As such, seasonality often influences vacation planning, with families seeking places that are optimal for specific times of the year. Effective travel ads should be scheduled based on understanding how long in advance people plan their getaways, and at the right time, promoting seasonal activities and weather conditions.
Safety and Comfort Particularly in the post-pandemic era, health and safety will forever live top of mind for many travelers. Furthermore, the further one strays from home, the less they know about the way people live (even within the USA). Americans want to feel comfortable and secure in their chosen destinations, whether they are traveling with families, friends, or solo - this includes everything from COVID-19 regulations to general crime rates and overall cleanliness. Travel advertising must instill a sense of confidence by highlighting safety when necessary, promoting clean ocean beaches, and sharing the happy memories of those who have been.
Social Influence and Trends Social media and word of mouth also play significant roles in destination choices. Many travelers now rely on online reviews, Instagram photos, or TikTok videos to find the "next big thing" or the hidden gem they want to explore. Travel ads that feature real traveler testimonials, or visually stunning imagery created by other tourists can tap into this mindset, helping destinations feel even more trustworthy while still coming across as being attractive and trendy.
Crafting an Effective CTV Travel Ad
To effectively market a destination, the most successful CTV travel ads will use the latest creative technology available to help appeal to the diverse factors that influence Americans' vacation choices - as can be seen in this VISIT FLORIDA case study.
A few examples of the kinds of components you might find/consider including in a successful ad include:
Clear messaging on affordability and value: Price-conscious travelers need to see that the destination offers an exceptional experience for the price.
Highlighting unique experiences: Whether it’s adventure, culture, or relaxation, showcasing specific activities will grab attention.
Visual appeal: Stunning imagery of the destination, ideally featuring real people in real settings, will resonate more than generic stock photos.
Safety and convenience: Reassure travelers that the destination is safe, easy to reach, and welcoming, especially after years of uncertainty.
Timeliness: Tie the ad to the current season, emphasizing what makes the destination a perfect fit for the time of year.
In the end, Americans' vacation choices are influenced by a balance of practicality, affordability, personal preference and external trends. Understanding these considerations and reflecting them in your next CTV travel ad campaign can ensure your destination is seen as desirable, accessible, and aligned with the needs of modern travelers.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is an award winning provider of creative solutions and services for brands, creative teams and media agencies who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they want.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
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