| Ryan Hansen 
Where to go, how to get there and what to do are just a few things that travelers think about when planning an escape. In the past, would-be travelers leaned solely on paperback destination guides and magazines. Today’s tourists, on the other hand, can also turn to search engines and mobile devices to provide insight on the go. With this in mind, KAYAK, the world’s leading travel search engine, used their proprietary data to create the 2016 Summer Travel Hacker Guide that lays out the where, when, and how of your summer plans. KAYAK data scientists looked within their analytics to uncover destinations that are trending (those seeing the greatest increase in searches) and popular (cities with the most overall searches). Working with travel experts, they aligned these findings with practical advice. “We analyzed data from our one billion annual searches to empower travelers and equip them with the information they need to book the summer getaway that is right for them,” says David Solomito, North America Brand Director for KAYAK. “Between low prices at the pump and a strong U.S. dollar, savvy travelers can score a great deal this summer, whether they’re traveling abroad or staying closer to home.” 
KAYAK handled their content release much like their digital guide. For those looking for a quick read, the release stands on its own as a piece of educational and entertaining content. In the release, KAYAK broke their data out to create four distinct categories of summer travelers. - The Trendsetter: Here, search data showed destinations that were receiving the greatest year-over-year summer search increases. With that in mind, who doesn’t want to be a trendsetter and be the first in their group of friends to discover something up and coming?
- The Opportunist: When it comes to travel, many of us want to be savvy, saving money while still visiting some place amazing. For the deal-seeker, KAYAK is recommending vacation spots where travelers will reap the benefits of a positive currency exchange in some of the world’s most scenic places.
- The Maverick: For the nontraditional individual, we have nontraditional travel. The maverick is someone who comes back to the office from vacation and you politely ask, “You went where…? WOW!” Visiting Old Man Winter in the Southern Hemisphere during our hot summer months is sure to turn heads.
- The Road Tripper: Is there anything more American or family-oriented than the road trip? Maybe you have a car full of kids in tow, or just a few days off of work, the road trip is perfect for many different types of getaways.
The press release takes it further by pairing each travel profile with a tip about booking the best deal. And if a reader wants to learn more, links takes curious travelers to each category’s section on the full guide’s website. Giving potential travelers something intriguing to relate to makes the hard numbers more approachable. It is one thing to tell someone the percentage of travelers heading to a certain destination, versus naming them “The Maverick” and setting a course for some place off the beaten path. Whoever said data wasn’t fun may need to rethink their statement and their travel plans. For your press release to succeed, you must reach your audience with the information they need, when they need it. Download the Buyer 2.0 Content Strategy Checklist and learn how to plan out content your audience will love. Author Ryan Hansen (@RPH2004) manages social media at PR Newswire, sharing the latest PR, marketing and social media trends across our networks. See what he's up to around the PR Newswire offices by following @PRNewswire on Instagram. | 
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