Senior travellers are often perceived to be laggards when it comes to adopting digital habits, and are typically not the first audience marketers target segment. However, with more disposable income and free time, they are actually more likely to make weekly online purchases than younger consumers.

This is just one of many digital consumer behaviour insights revealed by Meltwater’s recent 2025 Global Digital Report, which contains valuable consumer behaviour insights that can help marketers, including those in the travel industry, better connect with their audiences and boost online engagement.

Here are five key takeaways to enhance your digital marketing strategy this year.

1. Senior spending surges online

Contrary to the stereotype that younger generations dominate online shopping, people over 65 are actually more likely to make weekly online purchases than those aged 16-24. This demographic is often overlooked by digital marketers, but it presents a significant opportunity for travel advisors. By targeting this group, who have more disposable income and are increasingly comfortable with online transactions, advisors can tap into a growing market. Don't chase the latest social platform – focus on the audience that others are neglecting.

2. Online travel spending is soaring

The online travel sector is booming. In 2024, consumers spent USD$526.6 billion on flights and USD$9.41 billion on cruises – up by 8.1% and 9.6%, respectively. This surge in spending signals that online platforms are becoming the primary way for travellers to book their trips. Travel advisors should make sure their online presence is strong, engaging, and easy to navigate. Whether it’s through social media ads, targeted email campaigns, or search engine optimisation (SEO), ensuring your business is visible where consumers are shopping is key to driving conversions.

3. Social listening is crucial

To truly understand your audience and how they engage with online content, social listening is an invaluable tool. It’s not enough to look at metrics like reach or impressions; you need to understand how people are interacting with content and what they value. Spend time on the platforms your audience uses, observe trends, and take note of how different content resonates with them. This deeper understanding will enable you to craft more tailored and effective campaigns. Focus on just two or three platforms, and master them to provide the most relevant content.

4. Don’t overlook email marketing

Despite the rise of social media, email marketing remains a powerful tool for direct communication. For travel advisors, email is perfect for promoting time-sensitive offers or new travel packages. It provides a personal connection with your clients, offering them the latest deals and valuable content. Email marketing should be part of your toolkit for maintaining long-term relationships and keeping your audience informed and engaged.

5. Search engines drive brand discovery

Nearly 33% of people discover new brands through search engines. This underscores the importance of SEO in your digital marketing strategy. Whether through paid search ads, organic search results, or optimising your website for local searches, making sure your business is easily found through search engines is essential for increasing visibility. Investing in SEO and search engine marketing (SEM) will ensure your brand is top-of-mind when travellers are researching their next vacation.