Why brands should cash in on festravel this summer

Why brands should cash in on festravel this summer
Alessandra Di Lorenzo is chief commercial officer – media and partnerships at lastminute.com group.

Brands should pay close attention to the music scene this summer as thousands of Brits will be packing their passport along with their face paint to flock to faraway festivals. That’s according to new data from lastminute.com group that points to ‘festravel’ – travelling abroad to a music festival – as one of this year’s biggest trends.

From Spain’s FIB Benicassim to Croatia’s Ultra, Europe’s favourite festivals are set to attract crowds from right across the continent who are looking to combine their passion for music with their summer holiday – creating fantastic opportunities for brands to cash in on festival fever.

The ever-growing inspiration window

Our latest research reveals that almost half (47%) of Brits would trade their wellies for flip flops and head abroad for a music festival. And, according to our booking data, consumers are increasingly putting their money where their mouth is. The number of Europeans flying out to Croatia around the time of Ultra Festival shot up by a third (33%) in 2016, compared to 2015, with Ypsigrock Festival in Italy experiencing an equal boost in popularity.

From the day they book, these festival-goers are looking to brands for inspiration for everything they need to make their trip special and successful – from travel insurance to a lightweight tent to take on the plane.

And the window of opportunity for brands to engage is growing, as our data shows that ‘festravel’ preparations are beginning earlier each year. Music lovers travelling to Budapest ahead of Sziget Festival booked their trips an average of 45 days in advance last year – up from 32 in 2015 – while those heading to Berlin just before Lollapalooza in 2016 booked 47 days ahead of time, up from 33 the year before.

Last minute party purchases

It’s not just other countries that stand to benefit from this festival trade. In 2016, the UK welcomed a total of823,000 overseas music tourists – and we’re expecting a similar surge this year. The proof is in the digits; for example, we know that the number of Europeans arriving in London spiked five days before Glastonbury kicked off last month, up an astonishing 110% compared to the previous two days.

Whether it’s to inspire them with colourful wellies and waterproofs before arrival, or offer them last minute party essentials of glitter and glow-sticks once they land on British soil, this presents a lucrative opportunity for UK retailers to cash in on festival tourists too.

Targeting by passion

It’s clear, then, that brands that fail to factor this unique audience into their online campaigns risk missing out on a huge category of summer spend. That’s why it is so important for today’s advertisers to delve deeper than demographics and target by passion instead. You can’t tell what someone loves from their age or gender, but you can by looking at their broader behaviour.

We’re lucky that our rich data means we know not just where people like to go, but what they love to do when they get there too. To help brands engage the right people with helpful content that will complement their experience, we’ve recently launched a music lovers targeting tool. Now, brands can target users who possess a love for music and travel, both on and offsite, right across Europe. And festival-goers are just one audience segment that brands can use it to reach.

Music makes you travel

Music is such an integral part of travel – it inspires us to visit new places, influences our experiences in those places and creates memories that last long after leaving. Brands have the opportunity to and say thank you for the music and cash in on the ‘festravel trend’ – whatever the weather, there’s plenty to sing and dance about this summer. 

Editor’s note: This year lastminute.com is an official sponsor for Sziget Festival, Budapest (9th – 16th August 2017), and Lollapalooza, Berlin (3rd – 6th August).

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