Travel Tuesday: A Golden Opportunity for Destination Marketing
Travel Tuesday has quickly become a strategic opportunity for destination marketing organizations (DMOs), economic development authorities (EDAs), and other place-based organizations to attract traveler interest and boost visitation. While Black Friday and Cyber Monday dominate the retail space, Travel Tuesday has carved out its niche as the go-to day for travel deals. The concept gained traction in 2018 when Hopper, an online booking platform, observed a significant spike in travel searches on the Tuesday after Thanksgiving—leading the New York Times to credit them with popularizing the term.
“In Q4 2023, travel searches increased during Cyber Monday and Travel Tuesday week, led by a nearly 15% increase in North America,” according to Expedia Group’s Q3 Traveler Insights report. This steady interest means place-based organizations have an audience eager to engage, whether for spontaneous weekend trips or upcoming holiday plans.
What Makes Travel Tuesday Perfect for Smaller DMOs?
High Five Tourism’s focus on "small and mighty" organizations aligns perfectly with Travel Tuesday’s appeal. For smaller DMOs, chambers of commerce, and heritage organizations, this day levels the playing field by providing a peak moment for capturing travel dollars without a massive marketing budget. Smaller destinations can stand out by positioning package deals and localized promotions. According to McKinsey’s report, resort locations and experiential packages saw a significant boost on Travel Tuesday in 2023, signaling an opportunity for destinations to emphasize their unique, off-the-beaten-path experiences.
“Travel Tuesday could be considered commercialism’s latest lovechild, but the new holiday booking spree is also representative of consumers' desires to spend money on experiences instead of physical belongings,” according to Conde Nast Traveler.
U.S. Consumer Spending on ‘Experiences’ vs ‘Things’ Chart. Skift
Data-Driven Tips to Make the Most of Travel Tuesday
Craft Localized, Seasonal Packages: Capitalize on the consumer’s interest in gifting experiences instead of things by offer bundles that combine local experiences, such as discounted lodging, cultural site entry, or guided tours. A Skift article explains, “As consumers increasingly prioritize unique, memorable encounters over traditional travel consumption, the demand for experiential travel is skyrocketing. This shift is not just a passing trend—it’s transforming the global tourism landscape. According to McKinsey, the experiential travel market is projected to exceed $1 trillion by 2025,”
Collaborate with Local Partners: Partner with hotels, restaurants, and cultural sites. Combining lodging with experiences like car rentals or tours enhances the package's value and extends the booking window by encouraging travelers to plan.
Lean into Seasonal Marketing. Highlight your seasonal and holiday offerings, such as cozy winter experiences or holiday events, to capitalize on the season's unique appeal and drive some of that increased interest toward your destination.
Leverage Data to Target Specific Traveler Interests: Use data insights from Google Analytics, STR reports, AirDNA, Zartico, Tourism Economics, and Epsilon to focus your marketing on trending activities and experiences. If your destination is known for specific attractions or seasonal experiences, prioritize those in your Travel Tuesday offers. For example, destinations known for outdoor adventures, craft breweries, or festivals can create deals focused on these popular activities.
Optimize Your Digital Channels for Timely Bookings: To capitalize on the nearly 15% increase in travel searches on Travel Tuesday, ensure that your digital channels—from website booking systems to email marketing—are optimized for easy, quick bookings. Data from Expedia Group shows that short-term planning is on the rise, so seamless booking experiences can help capture last-minute decision-makers.
2024 American Express Global Travel Trends Report
Looking Ahead: Building on Travel Tuesday Momentum
As interest in Travel Tuesday grows in North America, DMOs and other place-based organizations can maximize this trend to become part of travelers’ holiday booking traditions. American Express Travel suggests that travel enthusiasm remains strong, particularly travelers interested in traveling on a whim, going solo or seeing unique local activities.
By tapping into the Travel Tuesday wave, your destination could be the next must-visit spot for travelers eager for one-of-a-kind, community-driven experiences.
