If you’re a travel affiliate you know that seasonality can definitely impact your business. But affiliates promoting travel-related offers now have a new season to look forward to – Spring Break.
Over the last few years, Spring break has officially become its own seasonal occurrence and promoting it can be big business. IBISWorld estimates that Spring Breakers spent $1.8 billion in 2017, boosting revenue for travel and hospitality industries in the United States.
Of late, consumers are more focused on taking a break and getting away than searching for a specific destination. In the past Spring Break has primarily been associated with rowdy college kids partying in warm climate locations such as Daytona Beach, Florida and Cancun, Mexico.
Spring Break began in the 1930’s as a vacation period in early spring at universities and schools, However, it now includes time off for all educational levels from kindergarten to college. It’s also often known as Easter vacation, Easter holiday, April break, Spring vacation, mid-term break, study week, reading week, reading period, or Easter week. And while Spring Break is mostly about shaking off the winter chills in a warm climate, it’s more about just taking a needed and scheduled break.
So here are some ways that travel affiliates can make hay during Spring Break:
Go Big for Spring Break
Just as you would other seasonal travel times like Christmas and Thanksgiving travel, be sure to group offers together. Having all offers in one place under a single creative on your home page can help drive sales. It also streamlines the search process for consumers who aren’t sure what they want to do over the break.
Highlight Top Destinations
The leading booking engines will send out lists of top destinations. Be sure to highlight offers for those popular destinations. Think about having your own list of top 10 or 25 Spring Break destinations to draw in consumers.
According to Booking.com these are the top destinations for 2018 spring break
- Atlantic City
- Clearwater Beach
- Corpus Christi
- Daytona Beach
- Fort Lauderdale
- Key West
- Las Vegas
- Miami Beach
- Myrtle Beach
- New Orleans
- Ocean City
- Palm Springs
- Panama City Beach
- Playa del Carmen
Think Beyond Fly and Flop
With Spring Break becoming more popular beyond just college partiers, you need to think about other travelers. There are families, baby boomers, and millennials. Many of those groups aren’t looking to fly to a warm beach destination and just soak in the sun. Beach destinations remain popular, but travelers are also using spring break to explore Europe, Asia and other parts of the world.
Additionally, many travelers want to balance relaxation with experiences. That can mean promoting cultural immersion tours, backpacking adventures, yoga retreats and spas, as well as wine tasting tours and more.
Think Inside the (Batter’s) Box
Often there are other annual seasonal events that correspond with Spring Break – like Spring Training. There are millions of baseball fans that are devoted to their teams. And promoting offers for destinations in Florida and Arizona where all the Major League Baseball team have training facilities, is a good way to draw in more travelers. Having a special Spring Training page and listing hotels and accomodations near each team’s Spring Training field is a good idea.
Remember Not Everyone Wants Sun
While beach and sunny destinations are hugely popular, there are a lot of travelers that relish the chance to hit the slopes in the spring. There’s still plenty of great skiing out West in Colorado, Nevada and California. In addition, many East Coast ski resorts are still experiencing perfect skiing conditions.
Pound the Pavement
Not everyone taking a Spring Break will be flying. Some folks use the break to travel by car. Catering to these road warriors is well worth your time. Be sure to promote these offers under your Spring Break umbrella but have a separate page for road trips. You can offer links to driving maps, local attractions and promote festivals or events as well.
With Spring Break firmly establishing itself as a seasonal event, it’s important for travel affiliates to make the most of the time period. So, start establishing some solid promotional plans that can act as a foundation for you to repeat every year.