Did you take a recent vacation this winter? When did you start planning? 6 months before? 3 months before? 3 weeks before?
When it comes to ski vacations, Vail resorts, through their own research, discovered that the lead time for planning a vacation has greatly decreased. No longer are people planning and researching in the summer and fall for their winter holiday – they’re doing it just weeks before.
As a result, Vail significantly altered how they plan and buy their advertisements. From long lead time print ads to short lead time social media, online ads, Vail is trying to get in front of the traveler with the right message precisely when it matters.
A great example of how good data can lead to smart decisions.