Is your communication already in summer mode?

Summer is here. The first OOO replies are hitting your inbox. It’s a great time to reflect on something that affects everyone this time of year: vacation. That time of year when we wash off the work stress and get ready to relax (definitely do that). But… vacations also influence how marketers shape their communication strategy.

As a cross-media communication agency, we know that timing, relevance, and reach are crucial. That’s why in this blog, we’re sharing interesting vacation statistics, an analysis of their impact on various sectors, and a look at how you can optimize your communication strategy with data-driven insights, even during the summer. First, the numbers…

1. Vacations in Belgium and Europe

• Vacation plans for the win: 72% of Europeans say they plan to go on vacation this spring or summer; a slight decrease compared to 75% in 2024. In Belgium, the percentage remains stable at 73%.
• Number of trips is rising: In the summer of 2024, Belgium recorded 9.3 million trips, an increase of 6.6% compared to 2023.
• Duration and frequency: Just over half of vacationers choose short trips of up to one week. 28% take multiple trips, and the number of Europeans going on vacation for 7 to 12 nights increased by 11% compared to 2024.
• Popular destinations: France is the favorite vacation country for Belgians, followed by Spain and other European countries. Travel outside of Europe is seeing significant growth of 34.5%.
• Spending: Nearly a third of Europeans set aside a budget of €1,500 to €2,500 per person per trip; 17% even plan to spend more than €2,500.

These figures make two things clear: the travel bug still has a firm grip on us, and consumers aren't afraid to spend (a lot of) money during their well-deserved vacation. This opens up interesting perspectives for companies and marketers—but it also brings quite a few challenges.

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2. Impact on the industry: challenges and opportunities

Employees are satisfied, but what about the customer? During holiday periods, there is often less staff on the work floor. For many companies, this means they need to adjust their communication and service processes to maintain customer satisfaction. Good preparation and the smart use of automation – such as automated email flows, chatbots, or scheduled content – help to maintain professional and consistent communication, even with a smaller team.

Consumers are becoming more mobile. While internet traffic decreases by an average of 15% in the summer, mobile usage actually increases by 10%. This means that content and advertisements must be optimized for mobile, with short, punchy messages that persuade quickly.

Retail & e-commerce lead the way. Leading up to holidays, we often see a spike in impulse purchases, especially in categories like travel, outdoor gear, and personal care. After the holidays, consumers typically focus on products and services that help them get back into their daily routine – from school supplies to meal prepping and work tools.

Media and content consumption take on a summer vibe. Holidays are peak periods for light, entertaining content, such as podcasts and video. So, ensure your content strategy aligns with these trends for maximum impact.

3. Data and insights as summer allies

At D’M&S, we believe that data-driven decisions make the difference, even during the summer. By truly understanding your target audience—knowing when they are active, which channels they use, and what motivates them—you can fine-tune your communication strategy to keep your brand and business in the spotlight. Even now, during a period of fluctuating availability.

For example, do you want to know:

• How your target audience's behavior shifts during holiday periods?
• Which channels and formats perform best in the summer?
• Where the opportunities lie to stay visible with fewer resources?
  

We collect, analyze, and translate that data for you.

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