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Post pandemic Pinterest searches show that people are more interested in travel than ever before. Searches related to travel-related topics are more than they have ever been before. These stats come from the publicly available data for US Pinterest users. These stats are very interesting; however, they must be taken with a grain of salt because Pinterest public data only goes back till April 2020.
Pinterest’s own report goes further back and shows a 40% increase in 2020 travel searches compared to 2019. The reference data shows that 7 out of 10 people are planning a vacation this year. This opens fruitful avenues for marketers to reach out to these people.
Who is searching for travel on Pinterest?
The common thing that groups all these people together is their desire to have meaningful travel experiences. In no particular order, the eight types of travelers are:
- Outdoor Enthusiasts
- Culture Chasers
- Weekend Travelers
- Memory Makers
- Rural Tourists
- Digital Nomads
- Bucket Listers
Pinterest went into further detail about Rural Tourists, Outdoor Enthusiasts and Digital Nomads.
Such people usually want to get away from crowds to relax in an open environment.
2020 saw a huge 80% increase in rural travel searches. Furthermore, searches relating to the countryside jumped a whopping 85%. Pinterest further elaborated that the term lakehouse was searched 75% more in 2020.
It seems people are craving outdoor excursions more than ever before. This is understandable because humans are social creatures, and staying indoors for over a year is taking its toll.
National park searches increased monumentally by 150%. Hiking and surfing searches increased by 30% and 65%, respectively.
These people even take their work along with them when traveling. Such people usually prefer places like Hawaii and Puerto Rico.
The term digital nomadism was used 50% more in 2020. People also searched for terms such as trailers and campers about 1.6 times more than usual. Surprisingly, ‘starting a small business’ searches increased 1.8x.