When armchair travelers seek out jaw-dropping landscapes and enviable food dishes, chances are they turn to Instagram. The social-sharing app is one of the most popular in the world with 1 billion active users searching and scrolling through 95 million photos and videos posted every day. But in a rush to compete on Instagram, travel companies would be wise to remember one other photo-heavy platform: Pinterest.
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Founded a decade ago, Pinterest became the fastest standalone site in history to reach 10 million unique users in 2012. Its growth has been consistent in the years since, and there are now 300 million active users on the site. But it’s who those users are that make the platform particularly appealing to professionals working in the travel industry. Nearly 80% of Pinterest users are women, and 50% of Millennials use Pinterest at least once a month. Both yield purchasing power travel companies seek.
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With the release of its top travel trends for 2020, Pinterest makes it easier for travel industry professionals to target these audiences on its platform. And perhaps it’s no surprise that stats indicate a heavy emphasis and interest in responsible travel. In fact, searches for eco-friendly travel have increased 73% over the past year. People definitely still want to get away — they just want to do it in an environmentally friendly fashion.
- In addition to seeking out eco-friendly travel inspiration, Pinterest notes an increased interest in “agritourism ideas” and overseas learning programs (“abroad education”).
- Last year bus travel was popular, but this year travelers are taking to the rails. Train travel searches have surged 107%.
- Travelers are also looking for interesting accommodations (“ecotourism architecture”) such as treehouse retreats, biodomes, ecolodges, and other environmentally focused getaways.
- It’s not just about where to go but how to do it. Travelers are seeking out zero-waste travel essentials for products and packing tips. Pinterest also notes a surge in search for tips on how people can reduce their carbon footprint.
- And for those who choose not to go anywhere at all? Weekend staycations are also trending, and destinations may want to consider how to cater to their very own residents.