Travel: Behavior, Location Tells Me Where You're Going

• by Laurie Sullivan , Staff Writer @lauriesullivan, February 27, 2013

As the U.S. heads into the travel season and marketers start thinking about targeting those on the go, eXelate releases data analyzing travel destinations.  Where travelers go helps marketers to understand consumers'  personalities through activities. 

Travel choices vary based on location. Pacific Northwest residents typically look to Hawaii for tropical vacation during the cooler weather, while in the Gulf States like Florida or New Orleans look toward the Caribbean, according to eXelate data.

Demographics are also important. Parts of New York City, San Francisco and Houston, where the Asian population tends to be highest, are where Asia is a common destination. Those traveling to Asia appear more closely linked to those traveling home and to visit family and friends rather than for vacation.

The study found a strong connection between large urban centers -- Seattle, Chicago, Los Angeles, Dallas-Fort Worth -- and an interest in European travel. Mexico is the most popular destination across much of America.

Geospatial intelligence is critical to giving context to data, and the range of motivations across the country within the travel segment should lead to an understanding of nuances for media campaigns, according to eXelate.

Research from Scott Galloway, founder of L2 Think Tank and NYU professor of marketing, highlights the importance of online marketing for the travel industry. The majority, 92% of travelers, now book online, 63% consult reviews before booking online, and 81% of hotel brands have mobile-optimized sites.