Snapchat shared new insights into how Snapchatters use the app for travel planning, as well as the role the app plays in guiding decisions around travel destinations.
Snapchat partnered with consumer research platform Suzy to conduct a survey of 1,207 people in order to better understand key travel trends and what influences travel decisions.
The data showed that, comparatively, Snapchat users were more active travelers, with 87% of Snapchatters taking at least one leisure trip per year. That’s 1.2x greater than non-Snapchatters, per the data. Snapchat users were also 1.5x more likely to have taken an international trip in the past year.
Snapchatters were also highly social travelers and were more likely than non-users to vacation with partners, friends and family.
The data also showed that 61% of Snapchat users trust travel information found on social platforms, which is 1.6x more than non-Snapchatters.
Peer and influencer recommendations were also important, with 77% of Snapchat users indicating that their social media content influenced their friends or family to consider travel destinations
Snapchat, in particular, fueled travel planning. The data showed that 66% of Snapchatters have added a destination to a wishlist after seeing it on Snap, while the app’s connective capacity plays a role in helping to guide decision-making around each element of the travel process.
Snap users also loved sharing their experiences in the app, and Snapchatters shared content 1.6x more on Snapchat compared to other platforms.
Based on these insights, Snapchat said travel marketers should look to maintain a presence in the app to drive continuous interest at all stages of the travel planning process. In addition, the report suggested that marketers should also design for sharing, not just viewing.
As per Snap: “Short-form video, Stories, creator content, Sponsored Snaps, and engaging ad formats encourage saving, sending, and chatting. Travel ideas spread organically through friend networks.”
Snapchat added that authentic storytelling is key to hooking travelers in the app, while engaging content and AR experiences can help travelers picture themselves at the destination, increasing booking intent.
These are all valuable pointers to consider for Snap ad campaigns.
