Snapchat has shared a new report into the latest consumer travel trends, and how Snap ads can help you connect with travelers ahead of the Summer season.
The report, conducted in partnership with Publicis Media and NRG, looks at how different ad approaches can help to engage travel shoppers, along with the specific elements that drive purchase decisions.
You can check out Snap’s full report here, but in this post, we’ll look at some of the key notes.
First off, the report shows that more people are now using advanced experiences within their travel discovery process, including things like virtual tours and AI-powered recommendations.
As per Snap:
“Visual/voice search and AI-powered personalized recommendations can supercharge discovery of new destinations. 67% of respondents said that AI-enabled tech is ‘more accurately learning my preferences for travel.’ Virtual tours, AI reviews, and virtual assistants also allow consumers to easily evaluate and choose options that are personalized for their needs. Additionally, AR on Snapchat turns travel shopping into a fun experience, as stated by 67% of Snapchatters.”
Optimizing for AI chatbots isn’t so easy, but providing virtual experiences could be one way to enhance your travel promotions, along with AR experiences to highlight products and other elements.
The study data also shows that 73% of travelers first learn about new travel ideas on social platforms, while Snapchatters in particular are 3.1x more likely to make travel-related purchases via links sent by friends and family (or shared by creators).
Indeed, friends and family are particularly influential, with 76% of respondents noting that seeing experiences shared by friends and family often influences them to consider those same destinations.
The data also shows that the majority of people trust creator reviews more than traditional review sources, while Snapchatters are 2.5x more likely to book through links shared by creators.
Snap’s focus on friend connection, along with creator content, could provide valuable opportunities in this respect, and it’s worth considering whether your target audience is active in the app.
Some interesting insights either way, which could help to guide your promotional pushes leading into the holiday season, with the use of advanced technology, and partnering with creators, being the most effective options to boost your travel-related promotions.
You can read Snapchat’s full travel insights report here.
