I have been the lone voice in the wilderness for nearly a decade on this topic for the travel industry, as the industry consistently markets to the minority traveler, the 16% of overnight travelers that fly to their destination.
If you are marketing to the business traveler, just 33% of all trips are by air and a whopping 67% is by car. If you are a leisure marketer, an overwhelming 89% of overnight travelers are traveling by car and just 11% by air.
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Here are the forecasts for travel, as published by the US Travel Association through 2016.
If you want to reach 100% of this market as your target, then you will need to wake up and change how you sell your products to this enormous market. Dare to differentiate yourself and intentionally market to the drive traveler.
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Once you register, you will be able to immediately download this informative 58-page white paper on tapping into the drive traveler - the forgotten mass market.
Go on, I dare you!