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  • 2 min

Taking Stock With Teens | Piper Sandler

💸 Teen spending increased by 6% year-over-year to $2,361. Nike remained the top brand despite a 4-point drop among females and upper-income teens. Lululemon held the third rank in apparel with a slight decrease in mindshare. New Balance's mindshare among upper-income teens jumped to 8%. The beauty wallet reached a peak since Spring 2018 at $342, with fragrance sales soaring by 25%. Ulta and Sephora saw slight declines in beauty shopping preference, while Target gained 4 points. e.l.f. cosmetics gained 6 points in share among female teens. Teens favor energy drinks over coffee and soda, with Monster and Red Bull leading. Goldfish topped snacks preferences. Roblox's active use climbed to 46%, and gig economy leaders included Uber and DoorDash. 87% of teens own iPhones, with 30% looking to upgrade due to Apple Intelligence. Walmart is shopped by 61% of upper-income vs. 81% of average-income households. Teen females prefer shopping at Target, especially for beauty and non-food items. Stanley Cups became the second most popular trend for teen women. Piper Sandler's "Taking Stock With Teens" survey involved 13,515 teens with an average age of 15.8 years.
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  • 4 min

Don’t go cutting spend on paid social yet — hear me out – The Media Leader

💸 Recent analysis shows brands averaging £3.20 profit ROI from paid social, which contributes 9% of full profit volume. Influencer involvement increases ROI by 9% and social signal strength by 10%, while partnerships yield a 52% higher ROI compared to traditional paid social. Over 60% of social media users expect entertainment from ads. Paid social is set to become the largest global ad channel, overtaking search which was 68% larger less than a decade ago. The IPA reports less than 90% weekly reach for 16- to 24-year-olds and about 50% for those over 55 on social platforms. EssenceMediacom's GREAT planning framework addresses behaviour change, audience targeting, platform usage, purpose, and engagement strategy for improved paid social outcomes.
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OTAs get more visibility thanks to DMA

📌 Implemented on October 14, 2024, in the European Union, the Digital Markets Act (DMA) affects Google Hotel Ads, causing a 33% decrease in share. Google Hotels' reservation source share fell from 13.4% to 8.9%, a 4.5% absolute decline. Despite a 1.5% net loss across ads and organic searches, Google retains a 65.7% direct booking share. Shift towards OTAs from direct bookings translates to increased costs for hotels due to higher distribution fees.
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Alipay+ and the future of mobile payments in travel

💳 Alipay+ saw strong growth in 2024, reflecting the travel industry's shift towards digital payment solutions. On October 14, 2024, the platform highlighted the convenience of mobile wallets for international travelers, eliminating the need to carry cash or face high foreign transaction fees. Key features include the use of familiar apps like Alipay, GCash, and Touch 'n Go in destinations such as Japan, South Korea, and Thailand. Alipay+ also offers marketing services, allowing merchants to promote targeted discounts and promotions to travelers.
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Strategies for hotels to use influencer marketing to drive brand growth

🏨 On October 11, 2024, in the competitive hospitality market, hotels are adopting influencer marketing to boost brand awareness and increase bookings. Key strategies include identifying the right influencer, favoring quality over quantity by choosing niche or micro-influencers, and using influencers to enhance reach and engagement, thus strengthening social media strategy over time.
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The GDS: A powerful yet overlooked hotel distribution channel

💸 On October 11, 2024, it was reported that hotels are leveraging the Global Distribution System (GDS) for business travel bookings, with 80% being corporate. The GDS bookings saw a 54% year-over-year increase from January to May. The average stay via GDS is 2.55 days, and it has a low cancellation rate of 4.6%. Despite misconceptions, GDS distribution costs are low, averaging 18-20%, just behind direct bookings. Business travelers are twice as valuable as leisure travelers to the industry.
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Business travel maintains appeal among European professionals

✈ On Oct 11, 2024, an AirPlus study surveyed 543 business travelers across nine European countries, revealing 51% view business travel as a status symbol. Specifically, 37% feel "important or superior" due to business trips, and the same percentage believes frequent travelers are seen as "especially important." Men (44%) more than women (29%) agree frequent business travelers are viewed as more important. Furthermore, 45% appreciate the ability to combine business with leisure, with younger generations valuing this blend more than older cohorts.
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AI usage has skyrocketed among European travelers

🏖️ Oct 11, 2024 - A report shows Europeans plan 2.9 international vacations in two years. AI use in travel planning is surging, especially among Gen Z using tools like ChatGPT. YouTube leads in travel inspiration, with Instagram close behind. Sustainability is a key factor; 27% of Europeans will pay more for eco-friendly travel, with 36% of Spaniards avoiding unsustainable destinations. The U.S. sees rising travel intent, while Europe remains the top choice. 70% of European travelers extend business trips for leisure, notably in the UK and Germany.
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