Falling in love with fall travel
Travelers’ appetites for vacations are not fading with the end of summer. Nearly two-thirds of Americans are planning a fall vacation this year, and more than 80% of those planning to travel will choose a domestic vacation. TripAdvisor also reports that Las Vegas, New York City, Orlando, Honolulu and Maui are the top five most-searched domestic destinations for fall travel.
Destination marketers have a ripe opportunity to attract visitors to their locations this fall by understanding what matters most to these seasonal travelers.
Two trends for fall travel
Price and location are two of the top priorities that travelers are considering when booking their trips this fall. TripAdvisor says 66% of Americans are prioritizing “cost/affordability” during their trip-planning process. And HomeToGo reports that travelers are more likely to cut costs on transportation and activities than on food and drink or accommodations.
Location and weather are also drawing travelers in. While warm-weather locations appeal to travelers clinging to summer, fall foliage destinations are seeing a large uplift in search demand. Those seeking international destinations are opting to travel abroad this fall because of cost savings during the off-season compared to the peak summer season as well.
Different experiences for this upcoming season
No matter the destination, travelers aren’t looking for the same experience all year around. Ski resorts attract late-summer visitors with hiking, camping or outdoor festivals. Off-peak travel inspires adventure seekers to rethink tried-and-true destinations. Destination marketers should lean into their destination’s versatile offerings throughout the year.
Likewise, destination marketers have to embrace seasonal marketing. Use your marketing materials to answer FAQs; not only does this inform travelers of activities to do during their off-season visit, but it allows you to showcase what your destination offers all year round. As you draw in off-season visitors, be sure to tease your peak-season attractions to encourage the off-season visitors to return to your destination for an in-season visit too.
How to attract fall travelers
People are taking trips this fall. To entice them to your destination, incorporate these tips into your marketing efforts.
Offer seasonal deals: This works especially well if you’re in your typical off-season this fall. With travelers’ emphasis on affordability, the right discount can lure them in. Showcase what travelers may have missed during peak season but give them a financial reason to visit during the off-season.
Embrace seasonal themes: Lean into seasonal ties, be it pumpkin spice, fall foliage, back-to-school or fall holidays. Don’t have a particularly strong seasonal tie? Create one! Even incorporating fall colors on your social media platforms, website and other marketing materials can help potential visitors connect to your destination this fall.
Host seasonal events: Draw in a crowd with special seasonal events and celebrate seasonal holidays. Incorporate festive fall activities like pumpkin carving, bonfires, or an apple cider bar.
Make travel easy: Create detailed off-season itineraries to make fall travelers’ trips easier. It’s convenient for visitors and allows you to highlight the lesser-known activities or attractions in your area.
Hold a photo contest: Ask visitors to submit photos from their fall visits to your destination with a designated hashtag. You can share the winning photos on your website or Instagram account to attract other visitors. Be sure to offer a worthy prize.
Connect with influencers: Embrace a relationship with influencers to increase your reach and bring tourism to your area. Have a local influencer who already knows your attraction well? Even better!
Market your destination this fall
Off-season travel is worthy of your marketing efforts. Contact us today to talk about how you can most effectively market your experience to reach enthusiastic travelers this fall.
