Updates 02/02/2024: Ohio's Travel Industry and Current Travel Research
FOCUSING LESS ABOUT VISITING AND MORE ABOUT LIVING THE EXPERIENCES CONTINUES TO BE A TOP RECOMMENDATION
Key observations from MMGY’s US Travel Compass: 2024 Industry Outlook released Jan. 30:
- Authentic social media content that gives potential visitors an exciting taste of what they’re missing is paramount, even if that taste is something soothing and relaxing.
- Provide themed itineraries and immersive excursions.
- Create ways to extend event-driven travel. How do you create related experiences to keep people in town longer?
- Go after niche markets where you can excel.
- Highlight experiences you can only get from touching, seeing, smelling and tasting firsthand.
- Consider partnering with a local community nonprofit that is consistent with your brand to support your community.
- Continue to highlight locally-owned and locally-produced. It’s important to visitors.
- Continue to be involved in making your community a better place to live, as well as to visit.
DEMAND FROM REVENGE TRAVEL BEING REPLACED BY DEMAND DUE TO PRIORITIZING TRAVEL AND EXPERIENCES; TARGETING MARKETING EFFORTS REMAINS KEY TO ATTRACTING BUSINESS
Key observations from Deloitte 2024 Travel Outlook:
- Travelers are shifting from making up for lost travel due to the pandemic to prioritizing travel.
- Leisure travel grew in 2023 and is anticipated to continue growth in 2024.
- Corporate travel continues to recover, but business leaders are expected to closely manage travel budgets due to the economic and political environment.
- If the economy hits a rough patch, there may be fewer lower-income households traveling; American travelers may shorten the number of trips, lengths of stay and distance traveled; younger and lower-income travelers may stay with friends and relatives versus paid lodging.
- Marketers will need to create a more targeted approach for attracting visitors.