Marketing automator Placeable has queried one thousand American travelers regarding their travel habits, and have found that proximity continues to trump all when travelers are selecting businesses to patronize.
The report, available here, found that consumers are now waiting much later to research businesses - usually waiting until already in a destination - and are primarily using location as a means of selecting a business.
First, the obvious: the majority of travelers search online prior to a trip (71%), with 4 in 5 using search engines to research the destination. Perhaps the only surprise here is that 26% of travelers still consult travel guides and 14% even use a paper map!
The more interesting results show that brands - especially those on the ground with multiple locations - need to re-consider how local search is implemented. This is especially important as travelers are much less brand loyal and more focused on proximity.
As part of a solid marketing strategy, it's vital to participate in these last minute, proximity-based searches. Otherwise the brand risks losing out to other more well-placed brands who are seeking to capture that last-minute decision spend.
Travelers continue to be focused on enjoying locally-specific brands, revealing a continued opportunity for in-destination brands to target offerings to those passing through.This is especially true for restaurants, as travelers are generally not going on vacation to eat at familiar brands.
The research also found that 54% of respondents did not research restaurant offerings prior to arrival, and 88% of those respondents used their mobile phones to search for restaurants. This means that brands must have accurate location data for mobile directions, and specific landing pages and mobile locators targeted to those consumers searching on-the-go.
Loyalty is also up for grabs, as price and proximity maintain the pole position as far as priorities.
The full report, including demographics, can be viewed here.
NB: Beach directions image courtesy Shutterstock.