When It Comes To Travel, It’s Destination Audio

Summer travel is breaking records. July 7, 2024 was the busiest air travel day ever. With the permanence of remote work, a cultural shift towards experiences versus physical items, and the return of business trips, the travel boom will be echoing for the foreseeable future. In fact, according to a SiriusXM Media Listener Poll, 89% of adult Pandora listeners are planning to travel in the next year.* Travel brands are adjusting their creative and targeting accordingly to take advantage of these trends—but some are neglecting the power of audio along the way. 

Whether it’s in-flight audio entertainment options or guided audio tours at national parks, audio experiences are already part of travel. And with the growing popularity of travel podcasts as planning tools and the integration of new audio features into hotel rooms, audio and travel have never been more connected. While traditional destinations like beaches and amusement parks remain popular, travelers are increasingly making audio events the highlight of their trips. From live recordings of podcasts like Smartless to popular concerts (hello, Eras Tour!), there’s a growing emphasis on unique audio-centric experiences while traveling.

From the planning stages to post-travel reminiscing, it’s clear audio plays a major role in every trip—yet it’s not always playing a role with travel marketers in their marketing strategies. 

Travel Brands (Complicated) Relationship To Audio

Did you know travel brands already recognize the power of audio whether they realize it or not? It’s true. Music is a part of their brand identity when it comes to advertising. They choose to add music to their TV or CTV ads to ensure their brand is recognized even if viewers aren’t looking at their screens.  

Audio is already native to both brands and to travel. So why does audio advertising only account for 9% of travel brands’ media spend when consumers are spending 31% of their media time with audio? Laura Fernandez, SiriusXM Media’s Sales VP, Travel and Tourism, has an idea. “From a creative and media buy standpoint, our vertical’s advertisers often prioritize video, display, and even print because they think their brands need visual messaging to be effective,” she explains. “But studies show audio ads actually generate higher attention than visual ads.” 

MGM Resorts International is one brand who recognizes the importance of audio. They worked with Studio Resonate to write and produce an audio spot promoting their Aria Resort and Casino property. The result? An unforgettable ad featuring immersive 3D sound design—from rolling dice to martini shakers—that brings listeners on a sonic journey through the resort and casino. Plus, the addition of smooth, sleek voiceover talent infuses the ad with a luxurious, elevated tone. Take a listen below.

The brand recognizes audio ads utilize unique medium-specific elements to connect with listeners. Therefore, they knew to tap in audio experts (that’s us!) to maximize their ads’ impact instead of merely creating a direct audio translation of one of their existing TV commercials.

Audio in Motion

When you’re moving, you’re listening. According to the same SiriusXM Media Listener Poll referenced earlier, 93% of Pandora’s adult users are listening to some form of audio while traveling, while over half of podcast listeners listen to podcasts while traveling.**

But the fact that travelers are overwhelmingly listening to audio isn’t the only selling point for travel brands—globetrotters are also uniquely positioned to positively receive brand messaging.

How? For a lot of folks, travel is a time to disconnect, close their eyes, and relax by listening to favorite songs, audiobooks, or podcasts. When travel brands choose audio as their messaging medium, they’re finding travelers in a more favorable state with a receptive mindset. Blair Sheinberg, Specialist, Creative Strategy, explains further. “Travel brands don’t like to serve their ads in a negative ad environment—and when people are listening to music or podcasts, they’re in the right positive and focused headspace to be served the inspirational messages associated with travel,” she says. 

Planning with Podcasts

Travelers’ interactions with audio begin before they even leave the house. They often strategically plan their itineraries through the help of folks who’ve been where they’re traveling—like podcast hosts. Explorers are increasingly turning to podcasts for destination inspiration, travel tips, and cultural insights. 

“Influencer marketing is a strong strategy for travel brands, and podcast ad buys should be seen as an extension of their social campaigns,” offers Sheinberg. Why? Brands can pick specific hosts to talk about their travel experience and real affinity for a certain airline or hotel chain. “Listeners feel a connection to their favorite podcast hosts and are more inclined to trust their opinions compared to the influence of a TV spot,” says Fernandez. 

Plus, by running host or announcer-read spots on strategically selected podcasts, travel brands target listeners who are already primed and interested in hearing about unique travel experiences. Take a listen to Travel Texas’ host-read that ran on Stitcher Studios' popular travel-themed Atlas Obscura podcast.

This spot is a great example of a host-read using creatively effective messaging, outlining how a travel experience in the Lone Star State can be customized depending on what a listener is looking for—from the beach to camping to the food scene. The host contributes immeasurable value to the brand by lending his authentic, trusted voice to the spot.

Getting Hyped with Sponsored Stations 

Prior to a trip, many travelers are also listening to music that directly connects to their upcoming vacation. Are you heading to see a show at the Sphere Las Vegas? You’re probably going to be listening to the band’s greatest hits before the big event. And if you’re headed on an international trip, you may build up excitement by listening to that country’s local music before you get there. 

Travel brands can tap into this specific pre-travel consumer behavior through Pandora’s sponsored stations. Targeting a family driving cross-country? Sponsor Pandora’s ‘Family Road Trip’ station and make sure your brand is the only one they’re hearing about along the way. Is your brand a Jamaican airline? Sponsor Pandora’s Reggae station to reach travelers already daydreaming of white sand beaches. 

Audio Targeting Tools

SiriusXM Media also offers ad products that can be used to narrow down target audiences and find specific types of travelers. 

Tap into Dynamic Audio offerings for data-driven creative that enables the personalization of ads in real time, based on variables like weather, location, or time-of-day. In February, a Miami-based hotel may want to create custom messaging for listeners in Chicago that references the Windy City’s chilly temps as an incentive to head south. 

Additionally, the connected car ad product allows advertisers to reach listeners on the road through Bluetooth technologies, and the connected home product is a great way to communicate messaging to those in the travel-planning stage or homecoming phases of their journey.

The Sound of Memories

When a vacation ends, it doesn’t mean the audio journey is over. A sound can take you back to a time and place (there’s science behind that). Consumers often return to custom stations that remind them of their trip and transport them back. And you know music will be added to that TikTok of vacation highlights. 

Brands can harness these trends to extend their reach and impact. If you’re a brand or represent one, take advantage of Studio Resonate’s in-house consultancy team to help transform your visual creative into compelling audio. We’ll point you towards the right targeting tools and innovative ad products for your campaign, too.

Curious about anything? Reach out and let’s explore how your brand can benefit from the relationship between audio and travel.

Featuring:

Laura Fernandez, VP Head of Industry Travel + Tourism Vertical

Blair Sheinberg, Specialist, Creative Strategy

Written by: Joey Selden, Copywriter

*Q. Over the next year, do you plan to travel for leisure…? Select all that apply. Source: Pandora Soundboard, 2024 Travel Poll, A18+ (N=2,692), March 2024. Base: Total A18+. *Denotes small sample size, use with caution.

**Q. Do you listen to any of the following types of audio while traveling? Select all that apply. Source: Pandora Soundboard, 2024 Travel Poll, A18+ (N=2,692), March 2024. Base: Total A18+. *Denotes small sample size, use with caution.