Destination Inspiration for Friendcations: For when plans finally make it out of the group chat.
Couple and family travel occasions are the typical, knee-jerk, go-to activations when brands market for groups in the travel and hospitality landscape.
With travel having largely recovered from the grip of the pandemic challenges, we’re starting to see a key evolution in group audience behaviour—one that remains relatively untapped.
In the last year, for travellers across all ages, it’s more the merrier when it comes to travel companions. It’s official, friendcations are on the rise.
Friendcations have gone from a trend among younger audiences to a mainstay occasion among travellers across all generations – whether they are Gen Z or Baby Boomers.
Everysearch™: Social media influence isn’t just for the kids
It is no surprise that the digitally native Gen Z are more likely than the average traveller to be influenced by social media. They’re by far the most likely generation to have social media ads or posts influence their vacation destination.
What’s changed recently, though, is the number of older consumers who are adopting social media. Even though baby boomers are the least likely to leverage these options for travel influences, there’s clearly a growing market here.
For those travelling in groups, the three most distinct factors which are important in picking a destination are nightlife, culture and activities. Which means visual, entertainment rich platforms are key to capturing their imagination.
While their favourite platform is Facebook, the number of baby boomer travellers who use Instagram has increased 13% year-on-year. We’ve seen an overall 32% increase in this generation tapping into social media for travel inspiration. By leveraging the right creative and platforms, and by emphasising entertainment alongside ease and accessibility, brands can effectively inspire and attract older generations and their companions in their travel journey.
Tailoring your ‘deal’ to the type of group travel your audiences are searching for
Those who travel with friends are 31% more likely than the average traveller to use Airbnb. This is because flexibility and personalised experience matters more to the group, as opposed to getting a pre-packaged deal.
Recommendation: Tailor your brand ‘deals’ to the type of group travel your audiences want to take.
Go from being the logistics provider to becoming the destination
Value for money is a key factor for travellers. Being able to prompt this anticipation of value is key throughout the customer journey from inspiration to research and planning across multiple platforms will help your brand gain cut-through.
Recommendation: Expand your venue-based content from aesthetic facility setup to show group experiences that your audience will visualise themselves in. Tap into trends like ‘plans making it out of the group chat’ to show people experiential group journeys that your brand can bring to life for them.
50 is the new 50 – show your audience that you see them as they are
Ageist stereotypes are rampant in the marketing world while generations old and older alike are redefining who they are and what they want. This presents an opportunity to create content that reflects older travellers authentically, rather than presuming they subscribe to the same attitudes that their parents did at their age.
Recommendation: Work with older travel creators for older travellers to create inspirational and aspirational content. Build your brand world by tapping into the factors that make them finally book their tickets – because they have to go experience it for themselves.
Key takeaways:
Rise of Friendcations: Travel with friends is becoming a mainstay across all age groups, not just among younger audiences.
Social media influence: While Gen Z is heavily influenced by social media in travel decisions, older generations are increasingly using platforms like Instagram, Facebook and Pinterest for travel inspiration – don’t forget to research where your audiences are truly searching online.
Group travel preferences: Nightlife, culture, and activities are top considerations for group travellers when choosing a destination, making visually rich, entertainment-driven platforms crucial for marketing. Creative is key.
Authentic representation: Marketing to older travellers should avoid ageist stereotypes and instead work with older travel creators to craft content that resonates with their current lifestyles and preferences.
If you are interested in finding out more about your audience, and how to reach them, get in touch with one of your team today.
