Valentine’s Day is just around the corner, which means a barrage of red hearts, boxes of chocolate, bouquets of flowers, and for some couples - a romantic getaway.
According to AMG, 31 percent of Americans reported taking a trip with their significant other in the past 12 months, and the average American took 2.5 romantic trips in the last year.
As a destination marketing organization, Valentine’s Day is more than just an excuse for another office party, it’s also an opportunity to capitalize on this 20-billion-dollar holiday and generate tourism during an off-peak season.
Lucky for you, we’ve done the research and compiled a list of ways for you to market yourself as the perfect romantic escape this February.
- Know Your Audience: First and foremost, it’s important to know who you’re marketing to. Studies show that 39 percent of Gen Z and 45 percent of Millennials plan to give an “experiential gift” this year, so might be a good idea to target your efforts to a younger audience. In addition, research has shown that men spend twice as much as female partners and are often in charge of coordinating plans for the holiday.
- Be in Range of Cupid’s Arrow: It’s also important to consider the geographic location of your target audience. If you plan to advertise outside your destination, focus on drive markets where the potential for travelers coming to your destination is greatest (usually no further than a few hundred miles outside your destination).
- Take Advantage Of Search Traffic: Online searches for romantic giveaways peak in January and February, so it’s imperative that your destination has a good digital footprint. Consider adding a page to your website optimized for relevant keywords, as Virginia Tourism has done with their “Virginia is for Lovers” campaign.
Love is in the air, and with any luck - and a little bit of strategy - your destination will be filled with canoodling couples this Valentine’s Day!