Travelers in No Rush to Book Holiday Hotel Stays
Given the detailed planning and immense stress that often surrounds holiday travel, it comes as a surprise that many are willing to wait until the last minute to book their hotel stay, most likely holding out for a better rate.
Data compiled by ADARA for its Holiday 2015 Travel Prediction report shows that as many as half of holiday hotel stays were booked after Dec. 14 last year. Perhaps more surprising, half of family hotel bookings last year were made just a week in advance, the report found.
The 2014 holiday period is defined as the span of time between December 19, 2014 and January 4, 2015, while this year's holiday period runs from December 18, 2015 through January 3, 2016.
ADARA's President of Media Elizabeth Harz says the figures are encouraging news for marketers.
"Marketers still have time to reach and engage potential holiday travelers with creative, relevant, and targeted advertising campaigns, but they have to act now," Harz said in a statement. "According to the data, the sweet spot for suppliers to target holiday travelers is during the flight search window, which is fast approaching, between November 17 and December 14. By getting their message and offers in front of potential travelers today, marketers can help drive consideration and bookings during this critical time period for holiday travel."
While ADARA's data found that holiday travelers typically book their flights prior to locking in hotel stays, it should be noted that destination is a key factor. For example, nearly one in three holiday travelers visiting Hawaii last holiday season booked their hotel before their flight, compared to just one in four travelers visiting Chicago.
ADARA's review of 2014 holiday travel booking trends found that solo, couple and family travelers typically search for flights before searching for hotels. And while most book hotels within a few days of beginning their initial search, solo travelers are more likely to book at the last minute.
On average, solo holiday travelers checked in roughly one month after booking their stay last holiday season, while couple travelers checked in approximately two months after booking.
Meanwhile, family travelers booked more than two months in advance on average.
Based on this information, ADARA recommends that marketers target travelers from the time they begin searching for flights.
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