• by Catalina Boneo , Columnist, May 16, 2017

Summer vacation spending in America was projected to reach $89.9 billion in 2016, with 65% of Americans reporting that taking a vacation is important to them. In fact, the average American will plan at least three weekend getaways between Memorial Day and Labor Day.

Social media postings are an integral part of travel for families. For instance, many people frequently publish updates and photos on Facebook, Instagram, Snapchat, Pinterest, and Twitter. With so much time spent on social media by travel buyers, summer is an excellent time to reach them with marketing messages. Here are some recommendations to assure your messages are well-received.

·  2017 has seen a shift in consumer spending towards experiences, so playing up the appeal of a travel experience will speak to vacation planners.

·  The typical vacationing American family spends 44% of their travel funds getting to, from, and around their destinations. Not only will consumers be looking for deals on transportation, they will also be killing time in-transit on social media.

·  Millennials are more likely to travel in the summer; 89% vs. 80% of the general population. Target your creative to wanderlust-seeking Millennials who are saving their vacations for summertime.

·   Pinterest is a hot spot for travel with an average of 2 million saves per day. It’s one of the top 10 categories on the platform with a total of over 3 billion travel-related ideas. For pinners, the planning process (where, how, and what) starts to rise in January and peaks in June.

·  Pinners save ideas to general travel boards or boards that are specific to a destination.  When pinners are in a travel mindset, they’re planning every aspect of their trip on Pinterest, including budget, luggage, gadgets, and wardrobe, so brands can use Pinterest to connect with users throughout the travel planning journey. Nearly 80% of travel-related searches are for specific destinations, so use keyword-based targeting and offer up local lodging, dining, and activity options.

·  Travel brands can make use of Facebook’s dynamic ads for travel to retarget users who have previously demonstrated interest in taking a trip on their websites or mobile apps. Whether a user browsed hotels but didn't book, or purchased a flight but didn't make a hotel reservation, Facebook dynamic ads for travel automatically enable targeting based on specific dates, destinations, and other trip details. Brands can inspire users to plan trips at destinations they’ve already shown interest in, generate hotel bookings by highlighting current availability or advertise flight inventory. 

·  Target Snapchat’s Travel and Beach & Watersports Lifestyle Categories to reach consumers thinking about taking a vacation.

·  Snapchat is also the perfect platform to reach and engage younger audiences. For travel companies, Snapchat’s unique vertical video format is a great way to showcase insider, “locals only” content for various destinations.

·  Through Twitter’s Direct Messages, brands are able to communicate with consumers in real-time to update them on flight statuses or help them find travel deals. Leverage the Direct Messages API to deliver faster, richer, and more engaging human- and bot-powered customer service, marketing, and engagement experiences.

Summertime means consumers will be on-the-go, and with 85% of travel planned on a smartphone, social ads on mobile are the best way to reach consumers while they plan their next getaway. By leveraging social advertising, especially the platforms' geographic and device-specific targeting capabilities, your brand will be able to capitalize on summer travel trends throughout the season.