A study released today by Digitas, a digitally-led, global integrated brand agency, and Brandwatch, a social media monitoring and analytics company, analyzed over 1.6 million social mentions of Valentine’s Day taking place on news and general media sites, blogs, forums, Facebook, and Twitter from November 2012 – February 2013. The findings reveal that more than 45,000 conversations mention travel for the holiday, suggesting that Americans are considering Valentine’s Day a time to vacation away from home and no longer celebrating as just a single day affair.
Couples, Families and Friends Are Taking Off to Other Places for the Holiday
Thirty percent of all travel-related mentions referenced traveling by air, while 37% mentioned traveling by car. Of these two groups, the majority of conversations about air travel were about couples, while groups of friends dominated the conversations about road trips.
Domestic Travel Ranks #1, But Don’t Rule Out Travel Abroad
Our study shows that 70% of people discussing Valentine’s Day travel are considering visits to domestic destinations— the top five being: 1) New York, 2) San Francisco, 3) Chicago, 4) Las Vegas, and 5) Los Angeles.
While traveling within the US leads in conversations, a surprising 30% are discussing trips abroad to international destinations. The study shows that when Americans think “Valentine’s Romance,” their top five international destinations are: 1)Paris, 2) London, 3) Barcelona, 4) Sydney and 5) Vancouver.
Valentine’s Day Celebrations Will Include Plans to be Outdoors
It also appears Americans are preparing for an active Valentine’s Day. Amongst popular activities for vacationing, 42% are looking to relax at the spa as their primary Valentine’s Day activity. Of the remaining, 33% want sun and beach destinations, 21% are hitting the slopes and 4% are wine tasting.
Despite Interest in Outdoor Activities, Hotel Spa Packages Hit It Big Online
Hotels with spas have been advertising heavily online, and our study shows that their online investments are paying off—and not just to the couples celebrating Valentine’s Day. Singles want hotels with spas as well, and for every four mentions interested in a relaxing destination, either by singles or by a couple, at least one included a reference to a coupon or deal.
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