Pinterest's 2024 Travel Report: key trends for marketers to watch

Pinterest today released its Summer 2024 Travel Report, offering insights into evolving travel preferences and how marketers can effectively reach this engaged audience. The report highlights a shift toward wellness-focused travel, adventure experiences, and a desire for connection - whether solo or with close friends.

Key Takeaways

• Wellness and Tranquility: Searches for retreats, quiet destinations, and nature escapes reflect a growing desire for stress reduction and a break from digital noise.
• Adventure on the Rise: Adrenaline-fuelled experiences like safaris, mountaineering, and water adventures are gaining popularity as people break out of post-pandemic routines.
• Solo Travel for Growth: Individuals are embracing solo trips for self-discovery and greater flexibility.
• Gen Z Road Trips: This demographic prioritizes budget-friendly, friend-focused road trips for shared experiences and spontaneity.
• Interests Shape Destinations: Pinterest underscores how travellers seek destinations aligning with specific interests, from cuisine to nightlife to cultural immersion.

Implications for Marketers

• Emphasize Wellness Benefits: For destinations or experiences offering tranquility, focus messaging on rejuvenation, stress reduction, and digital detox potential.
• Showcase Adventure Elements: Highlight thrilling activities, unique natural settings, and the potential for personal achievement to target adventure-seekers.
• Support Solo Travellers: Marketers should consider how their offerings cater to independent travellers seeking self-discovery and flexibility.
• Appeal to Gen Z's Values: Emphasize affordability, shareable experiences, and the "road trip as adventure" narrative to connect with this demographic.
• Align with Niche Interests: Demonstrate how your destination or travel-related product fulfills specific passions (foodie experiences, cultural immersion, etc.).

How to Leverage Pinterest's Insights

• Targeted Content: Create Pinterest content (boards, Pins) showcasing how your offering aligns with the identified trends, using relevant search terms.
• Partnerships: Consider collaborating with travel influencers who embody the spirit of adventure, wellness, or solo exploration.
• Destination-Specific Campaigns: Highlight how your location caters to niche interests mentioned in the report (e.g., foodie haven, historical exploration).

Evolving Trends: Travel trends can shift, so marketers should supplement Pinterest's report with additional industry research and data.

Personalization Matters: Combine these broad trends with your own customer insights for the most impactful marketing strategies.