On Our Radar Highlight – Inflation & Tourism: Trends to Think About
We all known that people are worried about rising inflation, and astronomically high gas prices are, of course, a concern for tourism. Google reports that searches for “best gas mileage” have grown globally by 90% year-over-year (YOY). It doesn’t help that the cost of renting a car has absolutely skyrocketed — estimates range from 25-75% YOY — due to chip and used shortages. Yet, the pandemic has allowed many to find higher-paying jobs with more vacation time. Many surveys at the beginning of the year found that users were planning to take larger, longer trips in 2022, and we haven’t seen any conclusion data to suggest this isn’t still true.
Prices for gas and diesel fuel, over $5 a gallon, are displayed at a petrol station in Monterey Park, California on March 4, 2022. – Californians filling up their cars on March 4, winced at the spiraling cost of gasoline, but largely shrugged as residents of the state that has long had the highest gas prices in the United States. (Photo by Frederic J. BROWN / AFP) (Photo by FREDERIC J. BROWN/AFP via Getty Images)
So, if you’re not getting the same results as last year, think about reconsidering the geographic areas you’re targeting. Tweak your messaging. Weekend getaways might not be as attractive if you have to spend an excessive amount on gas. Be sure to highlight your deals! Searches for “buy 1 get 1” have grown globally over 60% YOY. Send an email to your e-newsletter list offering a special package! Searches for “promo code for existing user” have grown over 100% YOY. The intent is there. Your approach might just need some fine-tuning to resonate.
