exponential

How to place your bets on the right audiences...


CONSUMER JOURNEY


Travel Edition

Heading to Las Vegas? You might be looking at flights right now, and then need to rent a car. Or maybe you’re driving in from Los Angeles. You might not know where you’re going to stay or you might have a hotel in mind. And once you get there, what will you want to do first?

Travel marketers are required to plan successful campaigns across a landscape in which the traveler no longer follows the traditional beaten tracks. The only certainty we have left is that almost every journey starts with a click.

Our taxonomy of 50,000 topics offers an in-depth, holistic view of user interests and intentions. We set our AERO optimization engine against travel to Las Vegas, to see how it would identify different types of travelers. From the earliest starting point to last-minute activities, these are some of the most predictive behaviors it found. They showcase the motivations and affinities of consumers traveling to Las Vegas.

General Findings of a Las Vegas Visitor

60 days

Those enjoying longer holidays are active months earlier, but most travelers aren’t on a marketer’s radar yet.

60 days

Businesspeople planning to attend a conference will begin exploring hotel arrangements.

60 days

Those heading to Las Vegas to celebrate a life event start looking at options.

30 days

With the essentials taken care of, many travelers begin to consider entertainment and nightlife.

15 days

At this stage, only the most spontaneous or seasoned travelers haven’t booked yet. Perhaps in hopes to get a great last minute deal.

0 days

So much to do! And Las Vegas has everything at a traveler’s disposal. They can buy it, book it, try it and then share and repeat.

Personas of a Las Vegas Visitor

Who is planning further out?

Gamblers

Gamblers


15%
Proportion


General Attributes
Retirees
Southern California
Gambling

Arts

Entertainment Enthusiasts


40%
Proportion


General Attributes
Shopping Video Watchers
Luxury Shoppers
Foreign Visitors

Wedding

Life Celebrators


10%
Proportion


General Attributes
Honeymoon Planners
Retirement Planners

Businesspeople

Businesspeople


10%
Proportion


General Attributes
Professionals in the following industries:

  • – B2B
  • – Retail
  • – Auto

We looked at the lift in online interests for Gamblers, Entertainment Enthusiasts, Life Celebrators, and Businesspeople leading up to their stay in Las Vegas.

Be on the lookout for specific recommendations of when travel advertisers should target highly engaged personas with our innovative video ad formats!

90 days

30% of Arts, Shopping, and Entertainment Enthusiasts are Asian tourists.

Entertainment
Enthusiasts
  • 1.26x
    Air Travel
  • 5.54x
    Package deal
  • 1.68x
    Hotels
90 days Entertainment Enthusiasts have decided to make the trip and are shopping for competitive package deals.

AIRLINES TARGET ENTERTAINMENT ENTHUSIASTS!
View VDX Example
60 days
Entertainment
Enthusiasts
  • 12.99x
    Event Ticket
  • 84.11x
    Cirque Du Soleil
  • 17.55x
    Concerts and Live Entertainers
Businesspeople
2.79x
Advanced Hotel Booking
60 days Entertainment Enthusiasts like to plan their activities ahead.
TRAVEL ASSOCIATIONS TARGET
ENTERTAINMENT ENTHUSIASTS!

View VDX Example
45 days
Entertainment
Enthusiasts
10.48x
Restaurant guides

Weddings are relatively spontaneous & less common than bachelor, birthday, and retirement parties.

Life Celebrators
  • 4.32x
    Engagement
  • 3.81x
    Retirement
  • 1.54x
    Graduation
  • 1.14x
    Birthdays
  • 2.42x
    Weddings
45 days Whether they are a gift recipient or gifter, Life Celebrators are likely to monitor their personal finances and require advice.
PERSONAL FINANCE INSTITUTIONS
TARGET LIFE CELEBRATORS!

View VDX Example
30 days
Entertainment
Enthusiasts
  • 57.93x
    Comedy Shows
  • 366.93x
    "Las Vegas" Shows
Life Celebrators
  • 15.02x
    Exotic Rental Cars
  • 28.01x
    Wedding Catering
  • 13.26x
    Wedding Flowers
  • 8.98x
    Wedding Dresses

Half of businesspeople book 60 days out and about half book 30 days out.

Businesspeople
  • 1.67x
    Advanced Hotel Booking
30 days At this stage, Businesspeople are in the market for a place to stay during a conference or client meetings.

HOTELS TARGET BUSINESSPEOPLE!
View VDX Example
15 days
Gamblers
  • 2.84x
    Maps
  • 1.69x
    Hotels
Entertainment
Enthusiasts
  • 7.82x
    Retail Locations
  • 20.51x
    Luxury Brands
  • 1.23x
    Family Activities
Life Celebrators
  • 20.59x
    Wedding Hairstyles
  • 9.59x
    Wedding Photography
Businesspeople
  • 27.31x
    Golf Courses
  • 1.08x
    Major League Sports
15 days At this stage, Entertainment Enthusiasts are planning to score the best deals during their shopping trips.
RETAILERS TARGET ENTERTAINMENT
ENTHUSIASTS!

View VDX Example
0 days
Gamblers
  • 2.22x
    Personal Finance
  • 2.96x
    Shows
  • 21.93x
    Horse Racing

Gamblers are familiar with the destination and averse to internet commerce.

Businesspeople
  • 12.44x
    Restaurant Reservations
  • 18.72x
    Golf Gear
Entertainment
Enthusiasts
  • 1.13x
    Manicures
  • 1.08x
    WhatsApp
  • 1.27x
    Spa
  • 1.41x
    Consumer Electronics
  • 1.19x
    Jewelry
  • 1.09x
    Cosmetics
  • 1.19x
    Sunscreen
  • 1.08x
    Social Media
  • 0.48x
    Dating
  • 1.12x
    Video Sharing
  • 1.07x
    Snapchat
Life Celebrators
  • 1.24x
    Cocktails
  • 1.21x
    Local Guides
  • 2.81x
    Bars
0 days Entertainment Enthusiasts are focused on pampering themselves before attending shows, concerts and fine dining.
COSMETIC BRANDS AND RETAILERS TARGET ENTERTAINMENT ENTHUSIASTS!
View VDX Example