Missed Opportunities: What Brands Overlook When Planning for Memorial Day Travel Spending

We here at Trinity Research and Consulting understand Memorial Day weekend kicks off the summer travel season — and with it, a tidal wave of consumer spending. In 2024 alone, the American Automobile Association (AAA) projected 43.8 million travelers would venture 50 miles or more from home, the second-highest number since 2000. It’s clear: Memorial Day is more than a long weekend; it's a billion-dollar business opportunity.

Yet, many brands continue to miss the mark.

Here’s what too many brands overlook — and how tapping into data-driven insights can unlock untapped potential.

1. Pre-Trip Spending Starts Weeks in Advance

According to a 2024 report by Deloitte, 57% of U.S. travelers book their Memorial Day trips at least two to three weeks in advance, and many begin shopping for travel essentials even earlier. Despite this, many brands focus marketing efforts too close to the holiday weekend.

✅ What brands miss: Launching campaigns too late to catch the pre-trip planning window.

📊 Data connection: Google Trends consistently shows spikes in searches for “road trip

snacks,” “travel accessories,” and “weekend getaway” 10–14 days before Memorial Day.

💡 Actionable tip: Roll out promotional campaigns in early May. Focus on pre-travel needs — luggage, car care, gas cards, picnic gear, and wearable tech.

2. Local Travel Gets Overlooked

AAA data shows that 88% of Memorial Day travelers go by car, not plane. Most are staying within a 100–300 mile radius — yet marketing strategies often favor long-haul travel.

✅ What brands miss: Targeting only national audiences with generic messaging.

📊 Data connection: Mastercard’s 2023 SpendingPulse report showed local tourism and regional hotels saw a 22% increase in revenue over the Memorial Day weekend.

💡 Actionable tip: Use geotargeting and local partnerships to push city-specific travel guides, local events, or short-stay deals. Think “Top Last-Minute Day Trips from Dallas” or “Florida Road Trip Snacks Under $20.”

3. Emotional Tone and Brand Alignment

Memorial Day honors fallen service members — and many consumers expect brands to acknowledge that. Yet in the rush to promote, many miss the opportunity to connect on a deeper level.

✅ What brands miss: Tone-deaf messaging that overlooks the meaning of the holiday.

📊 Data connection: Sprout Social found that 73% of consumers prefer brands that acknowledge social and cultural moments authentically — not just promote around them.

💡 Actionable tip: Blend your sales messaging with purpose. Consider donations to veteran orgs, spotlighting military families, or simply pausing to reflect with gratitude. It builds emotional equity and brand trust.

4. Mobile Behavior Is Sky-High — But Mobile Experiences Lag

With so much time spent in transit, it's no surprise that Memorial Day weekend sees a 32% increase in mobile search traffic, according to Think with Google. But many brands still don’t optimize the experience for on-the-go users.

✅ What brands miss: Websites or campaigns that aren’t mobile-first.

📊 Data connection: Adobe Analytics found that 61% of all e-commerce traffic on holiday weekends comes from mobile devices, but conversion rates drop if the mobile experience is clunky.

💡 Actionable tip: Prioritize mobile speed, SMS campaigns, shoppable Instagram posts, and easy checkout flows. Make it seamless for the traveler scrolling at a rest stop or airport gate.

5. Post-Trip Engagement Is an Untapped Goldmine

After the trip ends, so does the conversation for most brands. But this is when consumers are reflecting, sharing photos, and planning their next escape.

✅ What brands miss: Failing to follow up when the trip is fresh in consumers’ minds.

📊 Data connection: User-generated content increases engagement by 6.9x, and Memorial Day trip photos spike across Instagram and TikTok in the days following the weekend.

💡 Actionable tip: Use post-holiday emails to thank customers, offer exclusive summer previews, or invite photo submissions. Build momentum heading into July 4th.

The Bottom Line

Memorial Day is more than a chance to run a sale — it’s a data-rich moment to connect with travelers' mindsets, behaviors, and spending habits. Brands that tap into these patterns — from pre-trip planning to post-trip connection — will not only drive more revenue, but build more meaningful relationships.

The takeaway? Memorial Day is a moment. Don’t just market it. Plan for it. Align with it.

Capitalize on it.

Need help building a smarter seasonal strategy? Reach out to Trinity Research and Consulting for a Free Consultation at info@trinityreasearchandconsulting.com.