Travel decisions are made with both traditional and non-traditional aide

Despite perceptions of the media landscape, learning up-to-date information on reaching your target audience is crucial.

In January, the company Ad-ology Research conducted an online survey to study the influence of media on consumer choices in travel services. The results show that traditional media is still considered a viable tool for travelers.

Approximately 52% of US adults have gone on at least a two-day trip in the last two years. Of that percentage, only 47% used the Internet to investigate and plot out travel plans.

According to the article by MediaPost, the research company found that travel magazines were the most influential for travel services; however, people turned to newspapers for local attractions.

While traditional media does hold a strong influence on consumers, there is still a niche for the Internet. In fact, websites for the specific hotels, attractions and locations ranked rather high in the survey. Thirty-nine percent of respondents said that online media did sway the choice of travel services. The most persuadable websites were for hotel and/or bed and breakfasts.

Ad-ology Research discovered that younger consumers were more influenced by word of mouth and digital. Results did show that 35.9% of 18-24 year-olds did turn to social media for advice in travel plans; this is compared to 23% of all US adults.

If a target demographic includes travelers, it can be practical to know that neither traditional nor non-traditional media dominate the field. A balanced and cross-platform campaign may aid in accumulating consumers.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...