Reddit shared new insights for travel marketers on how they can use the app to connect with people planning their end-of-year trips.
More people are coming to the app to get real human insight into all types of products and experiences, and that includes travel inspiration. Reddit has also become a primary citation source for artificial intelligence chatbots, which could make it an increasingly valuable complement to other outreach strategies for travel brands.
First, Reddit said that holiday travel research starts early in the app. Many holiday prospective travelers begin their discovery process in August, and even earlier in some cases.
As shown in this chart, travel-related discussions in the app rise in April, when many people begin initial research for their end-of-year trips. However, the most significant peak in travel research is between October and December, when mentions see a significant ramp-up.
Reddit said this insight could prove valuable insights for brands looking to reach these users.“For marketers, waiting for the traditional holiday rush can mean arriving after key decisions are already underway,” Reddit said. “Brands have an opportunity to support travelers from early inspiration through comparison, booking, and post-purchase advocacy.”
Reddit added that the longer research window can allow brand messaging to evolve, helping to inform travel plans and reinforce value when travelers are ready to book.
In terms of Reddit-specific travel trends, Reddit said:
- A recent survey of 1,000 U.S. consumers found that 90% of Reddit users researched travel products or brands on Reddit before booking.
- Travel researchers also said Reddit conversations provided more authentic insight into travel concepts, with 85% of travel shoppers on Reddit agreeing that insights gleaned via the app made products easier to compare.
- Around 76% of Reddit users said they found travel discussions in the app a trustworthy way to inform product decisions.
Essentially, Reddit has become a valuable source of insight into how people actually experience all kinds of products and services, including travel.
This could make the app a valuable consideration for holiday marketers.
