P+N identifies “Pet Setters” as Next Audience to Disrupt Travel and Tourism Marketing
New report shows that many travel brands are falling short on pet-friendly accommodations, creating opportunities to rethink messaging and content strategies to prioritize four-legged companions.
Partners + Napier has released its newest research report, "Hidden in Plain Sight: Getting Travel Brands out of the Dog House." The report examines the 19.5 million “Pet Setters” who travel with their pets every year, and uncovers opportunities for travel and tourism brands to better meet their needs.
This is the fifth installment in the Hidden in Plain Sight series, where the Partners + Napier strategy and media teams combine forces to uncover new, high-value audiences across categories.
“The American family has changed and with it, so has the family vacation,” said CJ Franzitta, Senior Strategy Director at Partners + Napier. “Making memories in a new place is no longer reserved for our human loved ones — it’s something people want to do with their animal companions too.”
The report revealed that bringing your pet along for a vacation is not about convenience or saving money, in fact it’s quite the opposite. 58% of Pet Setters would actually prefer to travel with their pet than a friend or family member, and 60% would be willing to spend an additional $250 - $750 per trip to ensure their pet enjoys it.
But despite many travel brands describing themselves as “pet friendly,” 57% of Pet Setters still feel that their pets are treated like an afterthought.
But despite many travel brands describing themselves as “pet friendly,” 57% of Pet Setters still feel that their pets are treated like an afterthought.
Pet Setters report dissatisfaction with:
- Unkempt pet areas (35%)
- Vague pet policies (34%)
- Limited pet relief areas (36%)
When travel brands show that animals are valued guests, Pet Setters can be as loyal as their furry friends. There is an opportunity for brands to pair this insight about the Pet Setters audience with a strategy designed to help them enjoy every moment with their animal companions, and help them make memories that last far beyond the trip.
Download the full report here.
