Travel Industry’s Marketing Influence By Demographic, May 2013 [CHART]
Roughly 8 in 10 Americans pay attention to travel marketing and advertising, according to results from a survey commissioned by SpringHill Suites, a Marriott International brand. Marketers’ efforts seem to have their desired effect, too: 28% of respondents said that the industry’s marketing and advertising helps incentivize them to go on vacation. Women were 44% more likely than men to feel that way (33% vs. 23%), and the gap between parents and non-parents was even greater, at 54% (37% and 24%, respectively).
Older Americans are less likely to be influenced by marketing and advertising efforts, though. Only 14% of those respondents aged 65 and older said such efforts had incentivized them to go on vacation, compared to 31% of those aged 18-64. That may be due to their feeling less of a connection with brands’ marketing efforts: only 17% of the older set said the marketing or advertising relates to the type of travel they like, versus 28% of their younger counterparts. Read the rest at MarketingCharts.