Cause Marketing: What It Is And Why It Works
College spring break has been immortalized in countless movies, tv shows, and the media as an all out, no holds barred, beach party booze fest. But is it really? The myths of college spring break are pervasive, and may be affecting your college travel marketing plan. We asked our Futurist Panel, a group of current college students, to set the record straight.
While beach party scenes are still popular, a growing trend in spring break travel destinations is taking a National Park road trip with friends. Millennials, ever hunting for the “unique” alternative spring break travel experience, are saving some cash by camping at these natural wonders. The experience and the adventure are the draws, along with the promise of some beautiful Instagram pics. Additionally, some spring breakers are utilizing their time off to do good. Volunteer spring breaks allow the student to travel, but also to help people. As a generation that values volunteerism, it should come as no surprise.
While Cancun and Miami beach have become synonymous with spring break, it has less to do with their party scene and more to do with their cost. Hospitality marketing experts know they are up against limited discretionary spending and mounting student loan debt. The number 1 influencing factor in deciding a spring break trip (or lack of one) was cost. So much, in fact, that our panel said they had spent up to 10 hours on booking sites and hotel web pages tinkering with the search dates, airlines, and destinations to find the best priced package.
Not everyone goes on a spring break holiday. Many students with jobs (and 80% have them) use the time of to work more hours for some extra cash. Others use the time off from class to catch up on school work, and start researching a summer internship. While most people assume that spring break is a bad time to Market to college students on campus, the right type of product or service might make a big impact on those who are left behind.