Written by ADARA
Thanks to the increased availability and understanding of data, CHTA members can now directly reach travelers they know are traveling to different parts of the region – reaching them when they are most likely to book hotels, or when they’re online, looking for news and information.

The  infographic shown here  can provide a wealth of information and insight to help you not only drive your business, but also better serve families that may visit your destination. Travelers have a complex decision path, which potentially involves multiple steps in planning even a single trip.

Variables include which sites and apps consumers visit to book air, hotel, and ground transport; what prices they will accept, or reject, and in what timeframe; how long they choose to extend the booking window; which offers they accept in planning activities and itineraries – and going to their social networks to get recommendations and points of view on the most desirable destinations. Even whether they might extend a trip in response to a specific kind of offer.

Each of these decisions generates huge quantities of data; the key issue is how to harness it to engage travelers at key decision points. For the Caribbean, results of a recent study from ADARA, the global travel data platform, reveal that Cancun leads the region for family travelers (28%), followed closely by San Juan (23%); that couples travel peaks during August and September at 29%; that family travel peaks in July (19%), and solo travel peaks in January at 65% (based on monthly share of hotel bookings).

On the basis of this kind of that kind of insight, your destination might increase its emphasis on marketing to families at a certain time of year, to supplement the couples or solo travelers that are already visiting during that time; shift marketing dollars to try to attract families you know are already visiting Cancun, to encourage them add on an additional regional excursion; or even re-think the importance of family travel at one season or another. Understanding and using the data available could make a significant impact on your business – and your ability to better serve families who are planning to visit your destination.