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BizReport : Blogs & Content archives : August 03, 2011

Travel consumers looking for specific information

Summer is winding down the US, which many schools set to return to session by the end of the month. But that isn't curtailing travel plans. Those who haven't yet vacationed are still planning a summer getaway according to a recent NielsenWire report, even if the get-away doesn't happen until later in the fall. How will they travel?

by Kristina Knight

The Nielsen report suggests that younger consumers (aged 18-34) will be driving to their destinations, and so will most families. Although driving in the family car may not be the most comfortable, consumers are finding it the most economical. Meanwhile, those over age 50 are looking to sail off into the sunset; Seniors account for about half of the traffic to cruise websites.

A recent partnership between The Travel Ad Network and AudienceScience may help travel consumers and marketers by offering more relevant ads to the traveling base.

"While individual travel sites might offer a quality audience they may lack the reach to get a critical mass of consumers. The Travel Ad Network overcomes this by organising and making available a specific audience to allow marketers deeper and more effective targeting," said Stuart Colman, Managing Director - Europe, AudienceScience.

Through the partnership, advertisers will be able to engage with defined travel audiences at specific points of interest, potentially increasing their engagement level because the ads will be relevant to that consumer at that moment. It should also appeal to publishers looking to offer more relevant ads to their visitors.

According to Nielsen data, overall visits to travel websites have increased by 2% while visits to multi-booking sites like Expedia or PriceLine have increased 7% (2009 - 2011).

Tags: AudienceScience, NielsenWire, targeted content, travel advertising, travel content

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