jim Lawson Ceo of Ad Aaron, thank you so
much for joining us this morning. What are your
key takeaways from this report on summer travel. Thank
you for having me on. Um, yeah,
I mean, I think what you're seeing is a
recognition on the part of the public that it's now
free to move about the country. You're free to
move about the country. And I think the pent
up interest and desire to get out and travel and
see people and see friends is really reflected in the
data of our research report. We're a data driven
advertising company. We often do surveys of consumers to
get a sense for consumer sentiment. Um, so
that we can better serve our hotel and travel and
tourism customers. And the enthusiasm for travel is,
is notable and uh, you know, even though
we're in an odd macroeconomic environment, the sentiment to
get back out on the road and travel is,
is really quite quite strong. Yeah, you mentioned
the enthusiasm for travel. How impressive and surprising is
this given the fact that a lot of consumers are
facing higher inflation for just about everything. As we
mentioned, including gas prices. It's obviously a big
factor. I mean interestingly enough in our report,
79% of those surveyed indicated an interest in a micro
cation, which is less than four days. Um
69% expressed interest in what was referred to as second
city travel, lesser known destinations. Um 67% ancestry
ancestry travel to kind of check check out your family
history. Um, and then 67% interested in cash
, free travel. Um I would like to figure
out how to do that frankly but um there are
definitely other ways to to travel um where you can
have a more economical approach but the intensity of the
interest to get back out and to see the world
is really quite strong and notable. It's really interesting
because you touched on some of the different travel styles
that are emerging right now and none of these quite
sound like you know, bawling out when it comes
to travel. And my thinking was you know,
if I'm gonna be spending more, I might as
well splurge potentially internationally with some of these covid restrictions
in terms of testing being taken down how long do
you think these new travel styles of you know the
micro vacation sticking around to second cities? How long
do you think these travel styles will stay? And
do you think they're just you know, small trends
for now or for the duration of maybe the next
year or so? I think we're seeing a general
enthusiasm, whether it's international travel or as you said
the big the big stuff I was interested in the
in the other data points because I thought they were
they were timely given some of the current circumstances but
I agree with you, I think that the enthusiasm
is actually broader than that it is including you know
european trips and some of the rules have changed in
terms of the testing required and some of the concerns
and I think, I think everyone expected a post
covid euphoria um that would include a lot of travel
and a lot of enthusiasm from consumers. It's been
it's been tempered a bit I think by the economy
, but I don't think that it's been tempered out
of existence and I think that that that post covid
um euphoria, if you will, is making people
get, get back out and and travel and see
old friends and see family again. What do you
think this new data from here? It means for
advertisers out there who are looking to target potential travelers
moving forward. It's a huge opportunity for advertisers who
are able to effectively target consumers. Um in our
research we discovered, for example, different types of
innovative creative that are likely to drive consumer actions,
360Â° videos, for example, 81% of the respondents
said they would likely take action from this type of
immersive and interactive, 360 video experience, for example
, a video of you literally in a hotel room
and you can turn your phone and and look around
the hotel or look around the facility or predictive Creative
where the creative itself has dynamic elements that can be
customized for the user, whether it's the content or
the color and then like four way swipe units where
you can swipe up for one piece of information down
for another, different types of engaging experiences. But
what our research confirmed is that it is a huge
opportunity for advertisers who can use data effectively. And
we believe that the post I. D. World
really necessitates a data driven machine learning statistical approach to
programmatic digital advertising rather than just chasing people around based
on their I. D. S. And their
cookies. And that that method we're seeing consumer sentiment
backlash on that jim Lawson ceo of that there and
thank you so much for joining us, appreciate that 00:05:30.459 --> exclusive.