With a month and half left to celebrate summer, we wanted to take a look at consumers who could be enjoying the dog days of summer with a fun getaway. Within the Resonate Ignite Platform™, we pulled an audience of consumers who are traveling within their state or out of their state at least once a month or more and who have consumed a domestic beer in the last three months. Whether you’re a CPG brand looking to connect your domestic beer with consumers or a travel and hospitality brand looking to capitalize on summer vacation dollars, this is an audience that should be on your radar and here are five quick insights to help you connect.
Want to dig even deeper into CPG audiences? Check out our CPG Marketer’s Playbook and our Travel and Hospitality Marketer’s Playbook, both published this summer with breaking insights to connect with audiences ready to get back to normal.
Insight One: They Have Little Ones at Home
This domestic beer drinking traveler audience is 66% male, 26% are between 35-44 years of age, and 22% have a household income of $150K or more. 64% are married and they are more likely than the average online adult consumer to have children under 10. In fact, they’re 105% more likely than the average consumer to have children under two. These parents are likely filling up the cooler and hitting the road with a little one in the car seat.
How to connect: family-friendly messaging will make these consumers feel at ease, particularly if they’re parents of small children just dipping their toe into travel with kids.
Source: Resonate Ignite Platform™
Insight Two: They’re 97% More Likely to Take a Beach Vacation
This audience is likely beach bound this summer and their top brands include Marriott and Hilton. They’re 126% more likely than the average adult online consumer to look for an active vacation, including biking and walking.
Also, free internet is one of their top considerations for booking a stay, so don’t skimp on the wifi.
Source: Resonate Ignite Platform™
Which beaches are they headed to? Since this group has children, they’re going to family-friendly spots like Orlando and North Carolina.
Could they be pairing Orlando with a trip to Disney or Universal? That’s more than likely given they’re 20% more likely to go to theme parks.
How to connect: A beachfront vacation alone may not be enough for this group. With small children to entertain and their preference for staying active, consider how hospitality brands can center family-friendly experiences and active adventures, possibly including theme parks, in their messaging and offers.
Source: Resonate Ignite Platform™
Insight Three: They Use Social Websites for Planning
This millennial-heavy audiences often looks to social media for vacation planning and inspiration, in fact, they’re 77% more likely to use social to find vacation planning ideas. So, which platforms are they most likely to look to? Reddit, Twitter, and TikTok are at the top of their most-used apps. Additionally, they’re 141% more likely than the average consumer to list travel apps among their top apps.
How to connect: Look past traditional advertising and instead invest dollars in social media, whether that’s through paid placement or influencer collaborations.
Source: Resonate Ignite Platform™
Insight Four: They Value the Convenience of Delivery
When you’ve got the car packed, kid with tablet in hand, and you’re en route to a long weekend spent with your toes in the sand, the last thing on your mind is braving the grocery store. So, this group is 54% more likely than the average consumer to buy alcohol online. They’d prefer to open up an app (they’re 60% more likely to cite food and drinks apps as their top), place an order and have it delivered to their door. Convenience is king here. And, if you’re curious which domestic beer makes it into their online cart, Keystone and Dogfish Head top the list.
How to connect: Consider working vacation messaging into your creative and into the app itself. Encourage users to order ahead at their destination so that an icy cold beverage is waiting for them when they arrive.
Source: Resonate Ignite Platform™
Insight Five: And, Of Course, We Couldn’t Forget the Grill
You’re on vacation, you have a cold beer in hand, what else do you need? Burgers and hot dogs. In honor of summer weekends, we couldn’t forget the all-American staple: grilling. These beer-drinking travelers are 31% more likely than the average online adult consumer to grill more than once a week.
How to connect: Run offers that give consumers bundle deals on alcohol and grilling supplies. At online checkout, suggest grouping items from different categories to increase the sale.
Source: Resonate Ignite Platform™
We hope you had fun with these quick insights on an audience which likely includes consumers celebrating summer! Now, if you’d like to go deeper and see the values-driven data we can pull on your audiences behaviors, motivations, and purchase drivers, request a demo today.
