Pandemic Didn’t Change How Marketers Target Pre-Trip Planning: Tripadvisor Survey

Travelers make multiple purchases in preparation for their trip, a consideration Tripadvisor believes should be noticed by marketers. The company honed in on the purchasing intent of its audience and found that despite rising prices, plans to travel is on par with 2019 levels.

Tripadvisor’s latest research report, with some 5,000 respondents across six countries, indicates purchasing behavior of travelers and its influence across industries is being overlooked.

It’s one thing that the pandemic did not disrupt in travel.

The intent when planning a trip is broader than flights, accommodations, and activities, according Tripadvisor.

“Part of the fun for travelers is the planning (and spending!) before a trip. Consumers find travel is a great excuse to buy new clothes, special toys, or just the right gear.”

Of those surveyed, the most bought item in preparation for a trip is clothes (89 percent), followed by luggage (72 percent), and electronics (62 percent). Tripadvisor stated these are “not one-off purchases, with respondents (luggage being an exception) buying these items at least 2-3 times in the past three years before traveling.”

And while three-quarters of those surveyed do plan to reduce discretionary spending, cuts to travel plans are a no-go “with saving for future vacations the top priority.”