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Most hotels and resorts realize that shopping windows are changing. Understanding how they’re changing, however, is another story. Here at Screen Pilot, we’ve observed lengthening booking windows, and we’ve also explained how you can set up custom events in Google Analytics to track this key information for yourself. In this article, we’re breaking down data from ADARA, which highlights larger booking window patterns across the entire hospitality industry—and what that means for advertisers.Let’s take a look at the data.The following graphs visualize domestic U.S. travel, and to no surprise, we have seen trend lines plummet since mid-March when COVID-19 was declared a national pandemic. However, using third party data from their data-coop, ADARA is able to paint a different picture by looking at trip purposes and destinations trends.[gallery size="full" ids="https://screenpilot.com/wp-content/uploads/2020/04/Screen-Shot-2020-04-20-at-1.28.35-PM.png|,https://screenpilot.com/wp-content/uploads/2020/04/Screen-Shot-2020-04-20-at-1.28.43-PM.png|,https://screenpilot.com/wp-content/uploads/2020/04/Screen-Shot-2020-04-20-at-1.29.01-PM.png|"]By taking a look at ADARA’s data that focuses on trip purpose, we can see that while business travel (the pink line on the graph to the left) is relatively flat, family (purple) and solo (blue) leisure travel is slightly up. When we segment these views by the booking window, the story becomes even more telling. The most common timeframe these users are searching for are 91+ days out—which is summertime and beyond.
Analyzing ADARA’s data by destination allows us to see that some markets—like San Francisco, which implemented social distancing sooner than others—are seeing users planning trips to those destinations later this year. On the other hand, markets like New York and Miami (both of which are in states that rolled out stay-home-orders later) are seeing fewer consumers shop for the future. To the right are tertiary markets that have seen large increases in 91+ day bookings compared to the previous week; a possible explanation is users are looking to stay closer to home later this year, with “staycations” in mind.See Shopping Window Data for Your RegionWhat does this mean for advertisers?Consumers still have a desire to travel, and they are slowly starting to plan vacations—but for much further out than some properties with shorter booking windows may be accustomed to. While we’ve given our tips for fine-tuning your messaging in other posts, we’ve outlined some strategies you can deploy to capitalize specifically on the lengthening booking window trends brought on by COVID-19.
At the end of the day, no one can say for certain when travel will resume, but through our own shopping window dashboards and ADARA’s data co-op, we know users are still searching and planning on traveling later this year.
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