Hawaii “revenge travel” is here to stay!
Google says this is a phenomenon we might as well get accustomed to, with their study respondents reporting 3 to 1 that they plan to travel as soon as possible.
Google also says that in the Asia Pacific region, 30-60% of people travel and spend more than pre-Covid. And lastly, they reported that 48% are motivated to travel for relaxation, unwinding, and destressing. That sounds like Hawaii to us!
What is the key reason to travel: unwinding and de-stressing?
“Travel is seen as a respite from daily life – unwinding and de-stressing is the #1 motivator for travel across APAC,” said Google’s Joye. While there are many diverse aspects of today’s Hawaii travel experience, Google points out that there is a distinct rise in videos for engaging with travelers.
Google has identified four main archetypes of travelers.
1. Remote value seekers (32%). These are the budget-minded domestic travelers who frequent Hawaii. They often look to explore the outdoors with family and friends. Relaxation is among the most important things they have in mind.
2. Urban Traditionalists (27%). These are cautious travelers who are still keen to explore. These travelers may be more inclined to international travel than domestic Hawaii travel.
3. Luxury Loyalists (25%). Bingo. These are just the people who Hawaii has in mind. They are the highest-spending type of travelers and the most loyal of the travel archetypes. These Hawaii visitors help amplify travel brands through digital and social engagement. Most importantly, Google points out that their engagement is on video platforms such as YouTube.
4. Eco-minded Families (17%). These are also well-suited to Hawaii, being budget-conscious, which is still achievable to some degree here in the islands. They have a passion for nature and seek out like-minded vendors.
Google points out that these traveler types aren’t entirely cut and dry. Joye said, “It’s important to note that the traveler landscape is highly nuanced. That means it is still hard to lump many of us into one category.
According to Google’s take on Luxury Loyalists, Hawaii may be onto something.
Google points out that the Luxury Loyalist traveler is spending more, indicating that one-third will spend more than pre-Covid. These visitors seek what Google calls “Exceptional luxury” as the top motivation for travel. Luxury Loyalists in the Asia Pacific region are 70% more likely to use travel agents. We know that’s very much true of Australian visitors, for example. That while those of us here in the US tend to plan Hawaii travel independently. It’s also interesting to note that Google says that Luxury Loyalists are 30% more likely than other types to book with a prior vendor.
Urban Traditionalist-type travelers seek more active vacations than pre-Covid and are 50% more inclined to seek new travel brands than other traveler types. For these visitors, three factors stand out in their decision-making. Those are brand trust, flexible policies, and competitive pricing.
Video is now king in Hawaii travel planning.
Google says that video’s influence on engaging travelers can’t be understated. In the Asia Pacific region, at least, they report that 98% of all travelers are doing online research and purchasing while 56% use video as touchpoints through their travel process. The key video touchpoints on Google are YouTube, TikTok, Instagram, and Facebook.
As a 40+ year marketer, not sure how any conclusions can be drawn 2019 vs now. There just isn’t enough time where everything was normal or just the same. If this data was presented to me, I would take it with a grain of salt and have a wait and see attitude.
We are in group 5. With our first visit we fell in love with our Kauai accommodations and location and ended up buying a Timeshare week.
We are not fans of Timeshares but this location sold itself and we have been returning for many years, not out of loyalty, not out of saving money, but out of overall value both intrinsic and extrinsic.
Google, Facebook and Twitter, are not who will decide or influence my choices on where to Go, Stay or by which Carrier. Their participation in the 2020 Elections, is their issue. I have always made my own Reservations, whether Business or Pleasure, respected the Guidelines and as to Hawaii over 90 times since 1986, travelled in First Class exclusively, if it were the Caribbean or Bermuda, the same applies, Europe is no longer on my map, enjoying nice climes, good people, dining and Beach-time from 10:00 to 1700-1800 is all we ask.
I believe that Google has shorted the categories by allowing only these four, their sampling audience should also be identified. I almost fit into one of the categories and yet slightly into two others, and am quite certain that others feel the same. If a “Brand Loyalty” wasn’t present in many Tourists would Hawaii have reoccurring visitors? When money is spent does it really matter if it’s on a Surf and Turf Dinner or eating Garlic Shrimp from the Food Truck? I choose to do as I please in the moment and enjoy breaking stereotypes. Google needs to stop believing that people will shift behaviors just to fit into One of Four “Neat and Tidy” categories. We’re Humans, Not Automatons!
There is a 5th kind of tourists. The loyal ones that have been going for years and spending abundantly but refuse to return to place place where they are not wanted. My money can be spent elsewhere, where it is appreciated. Hawaii wants the tourists wallets but not the tourist. Greed has taken over this state, so much for they self preached spirit of aloha
Google is way off base.
I don’t know if others feel this way, but it’s somewhat scary to know that Google is analyzing and making judgements about people in this way.
Google has been doing this, and other data driven reports, practically since its inception. The Total Amount of Information that they possess about each of us should make people very scared. Of course Google is not alone in its quest for information about each of us, look at META (FACEBOOK) Twitter and practically Every Online Platform and all in the name of “Serving” us better. Believe that and you are already lost in the quagmire of lies. Sales of information to Our Government is a rewarding and brisk continuing business for these mostly untouchable companies.
You’ve just been googled. Hahaha.