Pet Travel Trends // Viator's 'Regret Less Do More' Campaign // Latest Travel Sentiment Study

Pet Travel Trends & Viator's Emotional Storytelling Campaign

In this episode of Traditional Tourism Insights, host Pat Strader discusses the evolving trend of pet travel and its impact on the tourism industry. He explores how pet-friendly amenities and packages can create new revenue streams and enhance guest experiences. The episode also spotlights Viator's 'Regretless Do More' campaign, showcasing a masterclass in emotional storytelling and strategic marketing targeting Millennials and Gen Z travelers. Additionally, Pat reviews key takeaways from the latest travel sentiment study by Miles Partnership, emphasizing value, safety, flexibility, and personalization in travel marketing.

00:00 Introduction to Traditional Tourism Insights
00:50 Exploring Pet Travel Trends
03:08 Viator's Regretless Do More Campaign
06:03 Latest Travel Sentiment Study Insights
08:02 Conclusion and Contact Information

Transcript

Pat: 0:13

Hello and welcome to Traditional Tourism Insights, a podcast by Digital Relativity. I'm your host, Pat Strader, founder and CEO of Digital Relativity, with 25 years of experience in travel and tourism marketing. I invite you to join me each episode for a quick look at industry trends, research, emerging technologies, and more. And real talk on what works, what doesn't, and why. Grab a coffee, a beer, or a cocktail. There is no judgment here. Let's have some fun with an honest and irreverent look into the nitty gritty of travel and tourism marketing. Today's travel trends we're gonna have a little bit of fun and we're gonna look at pet travel. More and more travelers are hitting the road with their furry little friends and this is more than just a passing fad. It's a reflection of a cultural shift. Our pets are increasingly considered part of the family. Let's take a look at what this means for travel in the tourism industry. First of all, it's opportunity for growth. Pet travel is nothing new, but pet owners represent a significant and growing market segment. By catering to their needs, we are going to be able to tap into a whole new revenue stream that differentiates our brand by providing amenities and options specific to pet travel. Enhanced guest experiences are incredibly important. Offering pet friendly amenities and services not only attracts pet owners, But also creates a more welcoming and inclusive environment for all guests. Here's some actionable tips for you. Create pet friendly packages, bundle your accommodations, meals, and activities that cater to both pets and their owners. It sounds crazy. I know, but trust me, folks are looking for these things. Market your pet friendly amenities. Really highlight these features prominently on your website, your social media campaigns, your marketing materials. Make sure that you put that front and center that you are a pet friendly destination. Going the extra mile by offering unique perks like pet welcome kits, dog walking services, partnership with local pet businesses. I've seen this firsthand, been to a hotel where you walk in and the dogs are getting treats as they walk in. It's just really, it's a lot of fun, it's interesting, and really catering to the pet friendly traveler is incredibly important. Be a resource for pet owners. Provide information on pet friendly parks, dog parks, trails, restaurants, veterinary services. Make sure that folks feel comfortable being there with their pet knowing that they have all the information that they could possibly need. By embracing this trend, you can not only attract more guests but also foster a loyal following of pet loving travelers who appreciate your efforts to accommodate you. They're furry little family members. In today's campaign spotlight, we are going to be taking a look at Viator's Regretless Do More campaign. Some consider this a masterclass in emotional storytelling. So first up, we're going to shine the spotlight on Viator's captivating campaign, Regretless Do More. This campaign isn't just about selling tours and activities. It's about tapping into the heart of what travel truly means. That's creating lasting memories. Viators! Brilliance lies in its storytelling. The campaign features real travelers sharing their personal experiences from exhilarating adventures to heartwarming culture encounters, and this emotional connection is incredibly powerful and it sparks viewers to reflect on their own travel aspirations and consider what experiences they might be missing out on. FOMO, the power, right? But Viator doesn't stop there. This campaign strategically targets millennials and Gen Z travelers, demographics that crave unique and meaningful experiences. By leveraging the fear of missing out, Viator instills a sense of urgency in these travelers, encouraging them to book those once in a lifetime activities. Through a well orchestrated blend of digital marketing channels, including social media, captivating video content, Strategic influencer partnerships, Viator extends its reach and amplifies its messages. These influencers not only introduce the campaign to a wider audience, but also lend it to a sense of authenticity. And credibility. So they've also got some really fun and interesting spots that they have been running, and I encourage you to go and check those out, just do a simple search form. So what can we as marketing professionals learn from this Viator success? Well, first of all, it's embrace the emotional storytelling, craft narratives that resonate with your audience on a deeper level, use testimonials, real life antidotes, and evocative visuals to connect with their hearts and their minds. Know your audience inside and out. Understand the preferences, values, and motivations of your target demographic and tailor your campaigns to speak directly to their desires and aspirations. Earth shattering, I know. FOMO is your friend as well. Use it strategically to create a sense of urgency and excite, highlight the exclusive experiences and limited time offers. The travelers will miss if they don't act quickly. Lastly, harness the power of digital and influencer marketing. Reach your audience where they spend their time just online. Collaborate with influencers who align with your brand values and can genuinely connect with your target audiences. Viator's Regretless Do More campaign is a shining example of how a well crafted marketing strategy Can inspire travelers to embrace new experiences and create memories that will last a lifetime. Today's research roundup. We are going to be looking at the latest travel sentiment study from miles partnership. As always, we are very grateful for miles partnership for providing this great information to the entire industry for free. I'll simply visit their website. You can navigate to that, simply put in your email address and you can download this entire report. And this one is really interesting. Despite economic uncertainties and the lingering concerns about inflation, the desire to travel remains very strong. And this presents a unique opportunity for savvy marketers. So here are a couple of the key takeaways from the study and how you can leverage them. First, lead with value. Travelers are looking for more bang for their buck. Okay. Highlight the value proposition of your offering, the experiences, amenities and services that make your destination or brand stand out. Secondly, safety and flexibility are paramount. Many travelers still feel hesitant. Due to health and safety concerns, emphasize your commitment to safety protocols, flexible booking options, and put their mind at ease. Third, be agile and responsive. Travelers are booking closer to the departure dates. And this is a trend that we've been seeing for quite some time, but really pay attention to that. Use data driven marketing to identify trends and adjust your campaigns accordingly. Considering last minute deals and flash sales to capture spontaneous bookings. Lastly, personalization is key, right? We talk about personalization all the time. You know, using first party data that you have to create personalized experiences for your customers, tailoring your messaging, recommendations, and offers to their individual preferences and behaviors. By staying ahead of these trends, tailoring your marketing strategies accordingly, You can tap into this resilient traveler demand and drive bookings. That's all for today's episode I hope that you found one small piece of information to help you along your marketing journey If you have any questions a topic that you'd like to hear covered or a great example of travel and tourism marketing in the wild I'd love to hear from you. Just drop me an email TTI at digital relativity comm that's TTI at digital relativity comm Or you can text 209 300 5017, that's 209 300 5017, or message me on X at Pat Strader. I'm your host, Pat Strader, signing off, and I invite you to subscribe wherever you get your podcasts, and join us next time as we continue to explore the future of travel and tourism marketing.