Ahead of Earth Month in April, Expedia Group released insights on travel trends** in four major national parks (Moab, Yellowstone, Yosemite and Zion National Park), highlighting the opportunities for hoteliers to capitalize on the interest in these key markets, beyond just the peak summer months. Expedia Group’s data revealed:
- Aside from Zion, where stays are evenly spread throughout the year, the majority of room nights spent at each of the markets occur in the spring and summer seasons (March – September), indicating a spike in demand during periods with ideal weather for outdoor activities;
- Moab, Yosemite and Yellowstone have seen tremendous positive YoY growth in package demand (nearly 110 percent, 70 percent and 45 percent YoY growth, respectively);
- Packages that include lodging, air and car have a strong share of demand in each of the markets (nearly 60 percent share in Moab and Yellowstone, 50 percent share in Zion and 40 percent share in Yosemite);
- Overall growth in demand to each of the markets continues to be strong (nearly 780 percent YoY growth in Moab, 660 percent YoY growth in Yellowstone, 245 percent YoY growth in Zion and 280 percent YoY growth in Yosemite), with international travelers driving nearly 80 percent of overall demand.
With personal spending consistently growing month by month,*** consumers in general are not only looking to purchase tangible items, but also invest in memorable experiences. Furthermore, according to research conducted by Expedia Group Media Solutions, younger travelers prioritize activities and experiences above all, indicating a healthy appetite for adventure.
How can hotels tap into the growing interest in this type of travel and capture travelers?
- Don’t be late: On average, packages have a booking window of one month.**** In addition to longer booking windows, package promotions can see higher demand from international travelers and larger parties. Offer your inventory as far in advance as possible to lock in higher rates and longer lengths of stay.
- Be extra: Travelers will want to get the most of their time at the parks, so offering early check-in, late checkout or complimentary breakfast can go a long way.
- Put it in park: With travelers increasingly booking car rentals as part of their packages, offering discounted or free parking can help your property stand out among other hotels in the market.
- Go green: It’s no secret that eco-travel is not just a fleeting trend, but has become an entire movement as sustainability becomes more top of mind for consumers. Offering sustainable features (i.e. water-saving fixtures, linen and towel reuse, green cleaning products, etc.) has been proven to draw in high participation rates among guests, as well increase guest satisfaction.
- Be the local expert: Leverage the local expertise of your front desk staff to encourage travelers to take guided tours of your park or explore other nearby activities. Showcase your unique experience and differentiate your property on Expedia Group sites to give travelers confidence your property is the best choice for their trip.
- Leverage insights: Data doesn’t lie and can provide you with invaluable insights into seasonal trends, customer buying habits and more. Expedia Group Partner Central’s suite of tools helps to support your goals before, during, and after your peak travel season to ensure maximum performance throughout the year.
* Source: Addition Tips
**Data from last 12 months, ending in Q3 2018
***Data from Bureau of Economic Analysis (November 2018)
****Data from Package Bookings: Learnings from the Top Packages Markets (July 2018)