It’s not too late to sell travel for this holiday season, with new research showing that half of holiday season travellers wait for last minute deals before booking.
The travel data, gathered from insights firm ADARA’s relationships with more than 90 global travel brands and real-time analysis of travel searches, revealed that in 2014 only half of all Christmas period flights had been booked by November 17. On the hotel side, half of all hotel stays for the period were booked after December 14.
The findings suggest that the “sweet spot” for Christmas travel bookings this year is between November 17 and December 14, during the flight search window, according to ADARA president of media Elizabeth Harz.
“By getting their message and offers in front of potential travelers today, marketers can help drive consideration and bookings during this critical time period for holiday travel,” she said.
The travellers most likely to book in advance were those in the family segment who made air travel plans earlier in order to avoid hefty fares, the data showed. However, when it came to accommodation, families were more inclined to hang out for last-minute deals, with half of family bookings in 2014 made only one week in advance.
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Be there or miss out on valuable bookings. It’s up to you.