noise trendspottings hit the beachesWhile travel is slowly gaining traction late in 2020, a recent study by TripAdvisor reveals that it’s a very select consideration set of destination types — driven, of course, by Covid concerns.

According to TripAdvisor’s Fall Travel Index, 61% of all U.S. travelers are seeking escape to what we’d call “wider open spaces” — destinations that avoid crowds and are found aligned with nature and, most popularly, beaches.

In fact, 9 of the top 10 vacation spots in the study were beach destinations — with 50% of those in Florida. Also of note, more than 50% of these travelers will road trip to their favorite beach.

That’s important research to hoteliers and DMOs, and specifically, those in beach locations in Florida, Georgia, the Carolinas and other warm weather geographies. But regardless of your address, here are a few mandatories that NOISE recommends hospitality marketers stress in your aspirational marketing:

According to TripAdvisor’s Fall Travel Index, 61% of all U.S. travelers are seeking escape to what we’d call “wider open spaces” — destinations that avoid crowds and are found aligned with nature and, most popularly, beaches.

  1. It’s a true that a picture says a thousand words, then let your imagery do the talking. Make it original and focus on beach beauty — early morning or early evening golden hours. And, it’s better to present an empty, beautiful beach than a crowded one, for all the obvious reasons.
  2. Video is king, so flood your social media platforms and digital marketing with video of not only your beaches, but your other “wider open spaces” experiences that you offer.
  3. Stand-alone lodging. If you’re a destination that offers stand-alone lodging – like a resort with cottages or condos, or a vacation rental company — communicate those strengths, because travelers are finding comfort in that kind of safety net.
  4. Safety, safety, safety. Bottom line, this is your top messaging priority. Nobody’s going to any hotel or resort that looks like a Covid party super spreader. Make sure your web has an extensive Covid best practices page, and that it’s front and center for users to find and explore.

Unfortunately for all of us, case counts are headed in the wrong direction as we head toward late fall and the holidays — so there’s no telling where travel sentiment might be in two or three weeks. But as for now, our advice is: use your “wider open assets” to their full potential, while delivering peace of mind.

Here at NOISE, we’re committed to helping you share your brand and all the hard work you’ve put into it with your local community.

Visit our site here, call us at 239.395.9555, or email directly Partners Ashley Shenk or John Sprecher.