Bidtellect: Your Travel Partner

Bidtellect: Your Travel Partner

The skies are opening up! Travel bookings are increasing, luxury travel is returning, and best yet: shoppers are doing most of their preparation shopping online. Download our latest Travel Onesheet for the latest industry travel trends and our programmatic strategy recommendations.

In a survey of 12,000 travelers in 12 countries, 65% of respondents are planning to “go big” on their next trip

Some of Bidtellect’s recommendations:

  • Use context-driven targeting to reach consumers engaging with content on relevant environments like luxury travel sites, travel articles, and more.
  • Combine context-driven solutions with audience creation to reach the most interested and relevant consumers in your category. 
  • Offer ways to make online booking easier and include promotions in your creative assets to capture attention. 

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Spring and Summer Travel Trends & How To Reach Consumers

Spring and Summer Travel Trends & How To Reach Consumers

Spring is here and summer is right around the corner. It is time to get ahead on your summer travel campaigns and advertisements. Here are the latest trends and tips to make your programmatic campaigns take off!

People Are Excited About Spring & Summer Travel

With warmer weather and summer vacation ahead, travel plans are almost inevitable. We are seeing an upward trend in excitement to travel in the coming months. Last year was all about covid-restrictions and sanitary measures, this year is all about luxury and epic travel destinations.

People are excited about traveling this spring and summer:

  • 81.0% of American travelers report strong excitement for their travel this year and 86.2% are in a ready-to-travel state-of-mind (Destination Analysts, 2022)
  • A record high 57.9% feel we are closer to normal in the U.S (Destination Analysts, 2022)
  • Americans saying they are avoiding international travel is down to a record low 52.0% (Destination Analysts, 2022)
  • This year the likelihood of spring travel is even higher for hybrid workers (86%) and millennials (75%) (Vacasa, February 2022)
  • Family and friend events were the activities most likely to encourage a trip in 2022 (45% and 32%, respectively) (Vacasa, February 2022).

On the other hand, rising gas prices are a concern for travel plans:

  • About six in ten travelers indicate rising gas prices will impact their travel plans during the next six months (Longwoods International)
  • One study found that 58% of respondents said they would adjust their itineraries if gas prices continued an upward trajectory (Travel Pulse, 2022)

Booking (And Advertising) Travel Online Is More Popular Than Ever

As travel tends to pick up around this time of the year, gross bookings increase simultaneously. Travelers are looking to book online more frequently than ever before, as well as looking for luxury travel experiences. This could even mean that families and business travelers look for private jet hire and luxury accommodation bookings online to find the best deals that they can get their hands on. What does this mean for advertisers? Adjust messaging and photos to appeal to those looking for luxury and leisure through nice hotel rooms, lounges, etc. Also, use context-driven targeting to reach consumers on luxury travel blogs and websites. Luxury travel is in, and so is online booking. Get a head start on summer travel trends with your ads.

  • 51% of US luxury buyers purchased travel online, compared to 14% who purchased travel in-store (eMarketer, 2022)
  • By 2022, it’s estimated that total gross bookings will hit $441 billion (Phocuswright, 2019)

Bucket List Trips, Epic Destinations, & Group Travel Is The Move

It is safe to say that after a couple of summers of being cooped up in a home due to the pandemic, it gave people the chance to adjust to the new normal. They tried a bunch of things to pass their time. While many took to making appearances on TikTok, others played games that pay real money to pass the time. Yet there were others who may have considered learning new skills and therefore took up online classes on website development, graphic design, acting, and cooking; the list is long. However, now people are again ready to begin on their adventurous journey. A recent study by Longwoods International found that only 2 in 10 travelers say that COVID-19 will greatly impact their decision to travel in the next six months. Not only to travel, but to begin crossing off Bucket List travel destinations. Last summer, we saw an increase in travel by cars due to the worry of flying during the pandemic. This summer, it is expected that epic travel destinations by plane will be in the forefront. People are itching to plan their next epic destination vacation with family and friends.

  • In a survey of 12,000 travelers in 12 countries, 68% of respondents are planning to “go big” on their next trip (Expedia, 2021)
  • One travel company reported a jump in searches to “epic destinations” (Amadeus, 2021)
  • There’s been a reported 600% rise in bookings for groups of over 20 people, while searches for popular destinations for groups of friends have doubled (Amadeus, 2021)
  • Vacation home bookings were up between 30 and 60 percent in small cities and resort destinations compared to 2019 (NY Times, 2022)

However, many people are still afraid to travel because of covid. To avoid traveling, they prefer to spend their summers at home, playing games, learning new skills, and so on. Many even hire professionals to build residential pools and spas at their homes so that their children can enjoy summer to the fullest while taking all necessary safety precautions.

Video Ads Build Trust & Recognition

Using video in your advertisements can help build trust and recognition from the consumer. Online videos have the ability to bring a destination to life and they allow for the consumers to see the experience they are looking for. Most vacation resorts and hotels who are offering the option of timeshare tend to use this method to attract potential clients while giving the brief about the whole deal. However, one needs to clearly read the contract and understand all the conditions put forth before getting into the deal. It is understandable that the deal can offer many opportunities, but one could also end up paying hefty amount in the long run and may have to reach out to timeshare exit companies for solutions. Coming back to using online videos, capture the attention of your audience by utilizing an expert in programmatic video delivery who can target, optimize and reach your captive audience like Bidtellect.

  • 80% of millennials use online videos when researching a purchasing decision (Animoto via Digital Brew, 2020)
  • 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video (Optinmonster via Invideo, 2022)

Not All Video Ads Are Created Equal

Bidtellect delivers access to in content video placements at unparalleled scale. We leverage our proprietary real-time optimization algorithms, multiple formats including Instream and Outstream-Native, and pricing options – offering brands a solution to reach your target audience within premium content they are consuming.

Download our Video Solutions Onesheet to learn more:

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Reach Your Target Travel Consumer: A Holistic, Privacy-First Approach With Bidtellect

Bidtellect Benchmarks – Travel

  • .25% CTR – Responsive Rate
  • 79% VCR
  • 60 Secs Avg Time on Site

Contextual Targeting + Optimization + Audience Creation

Reach your audience in contextually-relevant environments. We combine our context-driven solutions with audience creation to reach the most interested and relevant consumers in your category. Prepare for the cookieless-future while reaching performance goals in your vertical.

Access to Travel Consumers:

  • Seaside Resorts
  • Adventure Travel
  • Budget Travel
  • Last Minute
  • Business Travel
  • Honeymoons
  • Holidays
  • Traveling with Kids
  • & MORE

3P Travel Audiences:

Utilize Bidtellect’s 3P data partners to reach users who show patterns similar to your campaign’s target audiences.

Example Segments:

  • In Market – By Destination, Hotel Searchers, By Airport
  • Traveler Types – Family, Business, Leisure, Budget, Roadtrippers
  • Booking Windows
  • Competitive Brand Conquesting

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Travel Post-Coronavirus: What Should Advertisers Do Now?

Travel Post-Coronavirus: What Should Advertisers Do Now?

How has the coronavirus crisis impacted travel? What are the expected consumer trends and what can brands be doing now? How can advertisers adjust their messaging? This is the coronavirus travel impact for digital advertisers.

Will Travel Continue Post-Coronavirus?

Nearly four months into social distancing measures implemented due to the spread of coronavirus, we’re all daydreaming of jetting off to tropical beach locales and desperate to visit family and friends far and wide. Based on the latest research and best practices, travel will continue. But while consumers are eager to travel, health and safety concerns are causing trepidation. This doesn’t mean they’re down for the count: advertisers would do well to stay in touch with consumers during this time and fill them with confidence about sanitization measures and loyalty programs. So whether they are visiting a resort with a hotel warrnambool package or they are camping out at a retreat, they need to feel safe whilst they are there, and companies can help with that. We outline the latest research and best practices for travel and coronavirus. This is the coronavirus travel impact.

Strong growth is expected post-vaccine, resulting in a digital travel sales growth of 21% next year in the US. (eMarketer)

Did Someone Say Road Trip? Expect more Local Travel

Summer traditionally conjures images of warmer weather, lazy days and lighter workloads, and travel. As some states begin lightening restrictions, the prospect of “summer vacation” is a tantalizing possibility. Parents with kids who are nearly bored to death, are prepped with everything they might need for a trip, like camping tents or all in one car seats, and they’re ready to roll. Singles, or couples without kids, cannot wait break the monotony of isolation with a long, well-planned holiday. Hence, to quench the travel thirst and still remain safe, you can count on local travel, especially by car, which avoids crowds. Traveling by car is also cheaper, as many Americans face economic hardship and are wary of frivolous spending during a still-uncertain time. As long as Americans are prepared for their car trips, they will be able to have a safe and productive summer whilst following guidelines on safety. This not only includes health safety but driving safety as many will take to the roads. Drivers will need to make sure that their cars are working efficiently and they have done all the necessary checks. If they are traveling far then they will need to ensure that their tyres are in top condition, but to be safe they may want to look at where to buy tyres online to keep as spares in their trunk.

40% of consumers say that they plan to make fewer long-distance leisure trips and instead would consider planning more short distance leisure trips (Forrester’sConsumer Energy Index Online Survey, Q2 2020).

77% of US adults feel comfortable traveling by vehicle when coronavirus restrictions are lifted (eMarketer, May 2020).

Only 19% of US adults would book and travel abroad during June-August 2020 (eMarketer, May 2020).

25% of US respondents say they’re going to make use of promotions and discountswhen booking vacations post-outbreak (eMarketer, June 2020)

And according to eMarketer senior analyst Jasmine Enberg, “As summer breaks approach, US consumers’ appetite for travel is starting to increase. But fears of infection, foreign travel restrictions, and the desire to avoid a quarantine will keep most of those who pack their bags closer to home. Domestic travel, particularly car trips, will be the most popular form of leisure travel this year.” (eMarketer,June 2020)

Watch: 7 Messaging Tips for Travel Advertisers During Coronavirus

Show Off Your Cleaning Skills

The biggest coronavirus travel impact? More cleaning.

It (hopefully) goes without saying that a higher-standard of sanitization measures will be implemented once hotels, home shares, airplanes, and other forms of travel and transportation resume (and they already have). Furthermore, face masks will be used throughout venues, so if you’re looking for for some suitable protection, check out N95 masks for sale and the other face coverings available to you. The CDC has offered clear guidelines for cleaning and disinfection for post-coronavirus travel. Consumers feeling nervous will only feel at ease traveling armed with the knowledge that travel companies are taking these measures.

Just as important as taking the sanitization measures is SHOWING the sanitization measures. Consumers are feeling wary, even nervous – displaying hand sanitizer, wipes, employees cleaning surfaces – will further put them at ease.

Demonstrating safety precautions serves an emotional purpose as well as physical: for consumers, it comes down to trusting how the company is protecting consumers and employees. Consumers want to feel in control of their surroundings and in control of their health and safety.

82% of adults said they support deep cleaning after every night (YouGov data via eMarketer, June 2020)

76% were in favor of airlines adding sanitizing guidelines during the night safety demonstration (YouGov data via eMarketer, June 2020)

Messaging Suggestions

1. Brands can provide reassurance by being a trusted source of relevant information. Help consumers get over their fear of traveling by conveying updated travel information and cleanliness standards, for example.

2. Communicate new sanitization measures to put consumers at ease before they travel. It will build trust with loyal customers and attract new customers on the fence about traveling or deciding between one brand or another.

3. Be positive and hopeful; be the light at the end of the dark pandemic tunnel. When consumers see a positive outlook, they will be more hopeful and likely to travel with that brand.

4. Be mindful of the financial impact of the pandemic, as well. Offer pricing solutions, deals, flexible cancellation policies – and communicate that. Indicatesensitivity and awareness; don’t be tone-deaf.

5. Show loyalty to your loyal customers. Brands have already begun doing this, but communicate frequently with loyal members/programs and offer them incentives to resume travel with you. Stay in touch with tips on how to use points and o er easy ways for them to book in advance.

6. Big hotels and chains will have resources to fall back on. To keep up, boutique hotels and smaller travel chains should not go silent, but stay relevant and in touch.

7. Advertise locally! A vacation in your own town, weekend getaways, road trips, etc. will be more palatable to consumers.

This is the coronavirus travel impact. So get cleaning, keep in touch, and be a beacon of hope and reassurance during this uncertain time. We’re all eager to pack our bags. Advertisers should keep in mind these changes in consumer behavior, and continue messaging during coronavirus for travel in the future.

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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

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