How Today’s Travelers Are Exploring More for Less

As inflation continues to be a hot topic, one thing is clear: consumers aren’t giving up travel. Instead, they’re making adjustments to ensure their wanderlust is fulfilled in more budget-friendly ways. This shift in behavior creates unique opportunities for DMOs and attractions to appeal to today’s savvy traveler.

More than 60% of travelers are impacted by the higher cost of living and nearly 50% are modifying plans due to inflation. Common adjustments include reducing the amount of trips taken, opting to drive instead of fly, traveling during the off season or choosing less expensive destinations. From offering off-peak promotions to highlighting unique, budget-friendly experiences, there are many ways for marketers to tap into consumers’ desire to save without sacrificing adventure.

Travel During Shoulder Season Heats Up

Shoulder season, the period between a destination's peak and off-peak tourist seasons, is becoming the sweet spot for the budget-conscious. Cheaper flights, smaller crowds and ideal weather can create a win-win for both travelers and destinations.

A whopping 70% of U.S. adults actively plan to avoid peak travel times, and for good reason: airfare during shoulder or off-season can be as much as 23% cheaper. Nearly half of adult travelers are even willing to pull their kids out of school to take advantage of the savings and benefits of shoulder season trips. Families see this as a smart way to stretch their budgets while enjoying quieter, more intimate experiences.

How destinations can leverage this trend:

1. 1. Emphasize the perks of shoulder season getaways—uncrowded attractions, unique seasonal offerings and wallet-friendly deals
   2. Create campaigns highlighting activities best experienced in these quieter months

Super Dupes in Tourism

Thanks to TikTok and the growing trend of “dupes,” budget-conscious travelers are rethinking where they go. A “dupe” destination delivers a similar experience as a bucket-list favorite but at a fraction of the cost—and with an extra dash of unexpected charm.

Travelers are gravitating toward off-the-beaten-path destinations that feel fresh and novel while offering cultural richness and authentic experiences. For example, instead of visiting bustling Seoul, travelers are finding comparable excitement in Taipei, Taiwan, with its vibrant street food scene and dynamic city life. Rather than battling the crowds in Santorini, Greece, many are opting for Paros, which boasts stunning Cycladic architecture without the tourist overload. Even in the UK, travelers are bypassing London in favor of Liverpool, which offers a rich musical heritage.

How marketers can ride the dupe wave:

1. 1. 1. Highlight lesser-known spots with big appeal
      2. Create content comparing popular destinations to more hidden gems
      3. Tap into social media trends to showcase dupes as the next big thing

The travel landscape is evolving, but the appetite for exploration is as strong as ever. By understanding these trends and adjusting strategies, destinations can position themselves as must-visit places for today’s budget-conscious consumer. Marriner is here to help you build compelling, authentic campaigns that speak directly to the hearts of your target travelers. Let’s connect to start building marketing solutions that set your brand apart.

SOURCES:

• Travel Predictions 2024. Booking.com, October 2023.
• 2024 Vs. 2023 Travel Trends: 40% Of Americans Plan To Travel More This Year. Forbes, January 2024.
• How much does ‘shoulder season’ travel save? We crunch the numbers in 5 top spots. CNBC Travel, January 2024.
• What Is Shoulder Season and How Can It Help You Save on Travel? Travel and Leisure, September 2023.