Teads survey: booking boom in the travel market

The travel market is picking up speed. The Boomer generation in particular is responsible for this. 85 percent of those born between the 1950s and the end of the 1960s are planning at least one vacation trip this year. And the following generations are also obviously feeling a great urge to travel. This is most evident among Generation Z. 83 percent of this target group are ready for a vacation and want to travel this year, followed by Millennials (81 %) and Generation X (78 %). Tourism companies should take advantage of this growth dynamic and take it into account accordingly in their marketing and advertising strategy by addressing the target groups in a targeted manner.

Majority wants to book trip in the first half of the year

More than half (58 %) of all respondents are considering booking a trip within the first half of the year. Millennials in particular stand out here. 46 percent of this generation group intend to book in the first half of the year. They are followed by Boomers and Generation X with 29 percent each.

Online tourist media crucial for travel research

On average, 36 percent of consumers from Switzerland turn to online sources with a tourism focus when researching vacations, travel and vacations. In doing so, readers implicitly establish a link between editorial articles and the advertising placed. Ads and commercials that rely on contextual or semantic targeting against this background therefore not only achieve a significantly higher relevance in addressing the target group. With this strategy, advertisers also achieve significantly higher attention values because they play advertising exclusively in a thematically appropriate environment.

Relevant trend: vacation and environment

62 percent of the consumers surveyed from Switzerland cited the cost of a trip as a key factor influencing their decision-making, followed by preferred destinations (54 %). And: environment and vacation, this area of tension is also gaining in importance for many Swiss. On average, 49 percent of those interested in traveling prefer ecologically sustainable vacations. To achieve this goal, a total of 29 percent of travelers decide to fly less, book environmentally friendly accommodation (23 %) or generally travel to a destination that excels in sustainability (19 %).

Teads surveyed a total of 16405 people in 24 markets, including 870 consumers from Switzerland, between December 13, 2022 and January 23, 2023. The survey focused on the travel intentions and interests of these individuals.