Cosmopolitan Just Made Girls’ Trips Cooler, Easier, and Much More Fun
80% of all travel decisions are made by women.
According to the travel experts at Gutsy Traveler, this may come as no surprise to the millions of women who repeatedly find themselves in the unenviable (and often thankless) position of planning a trip. And when that trip involves a group of women, researching, planning, and booking often falls entirely to one person.
This painful point did not escape Nancy Berger. The SVP/Director of Publishing and Chief Revenue Officer of Hearst Youth + Wellness Group saw this trend as a huge opportunity.
“Because our brands and staff are younger, it’s easy to see what’s going on and what the behaviors of this demographic are. One of the things we’ve noticed is that these women are in their late twenties and early thirties and frequently take trips, such as bachelorette parties and milestone birthdays, with their little ones. friends. And what interested me the most was that there was usually a girl who was in charge of making the plans.
Research at their flagship brand Cosmopolitan revealed that young women in charge of girls’ getaways spent an average of 16 hours researching and planning the trip. “There’s so much information out there, but there’s nothing really organized for this demographic. And that was an obvious pain point. It was our ‘aha’ moment because we knew we could fix it. this issue.
Disrupting the girly getaway business
Last month, Cosmopolitan launched CosmoTrips, a platform offering one-click access to unique, fully planned, risk-free and instantly bookable girlfriend getaways in cities across the United States. Experiences currently available include itineraries such as the Foodie Edit in Austin, the Wine Lovers Edit in Charleston, the Adventure Edit in New York, and the Rockstar Edit in West Hollywood. New trips are currently being added to New Orleans, Miami and Las Vegas and international trips will soon be added to the Caribbean, Mexico and Europe.
What makes this company so appealing is that the one-stop itineraries have all been reviewed by Cosmo’s editorial team and feature the best places to stay, eat and play, plus exclusive perks like a free cabana at by the pool, a free workout from classes or a complimentary welcome drink for the whole group (you guessed it, a cosmopolitan!)
Target Generation Z and Generation Y
CosmoTrips was created with an eye on Cosmo’s Gen Z and Millennial audience of 61 million – a group of mostly young women who have already learned to trust Cosmo. And Cosmo knows his audience and what he wants.
Take a look at the Instagram Edit experience in Charleston, where the CosmoTrips team has already identified the most Instagrammable cobblestone streets, rainbow-colored historic homes and beaches.
Cosmo also understands the demographic affinity for Buy Now Pay Later and has partnered with industry leader Klarna to offer every traveler the option to travel now and pay later by dividing the cost of their leg of the trip in 4 interest-free payments.
And what better way to reach this socially native demographic than through influencers, like famous Insta lifestyle gurus Ayzia James and Samantha Feher.
James, who took the Insider Edit in West Hollywood, told his Instagram followers that CosmoTrips takes all the hassle out of planning your next vacation. “These are definitely the places I would have chosen had I planned the trip myself, but the best part is that I didn’t have to!”
Feher posted a preview of his trip to Austin to his 51,000 Instagram followers explaining, “You literally choose from a list of @cosmopolitan editors favorite destinations, then THEY curate, plan and book an entire vacation for you and your best friends – because they know what’s cool, they’re extremely picky about what’s really worth doing, and they have access to things that most people don’t.
Surfing the wave of travel (feminine)
It seems that Cosmo’s investment in the world of travel was good.
Interest in travel, in general, is on the rise, and Berger has seen a surge in marketing dollars spent by travel agencies. In the first half of 2022, for example, travel agency ad spend grew $2.1 billion, or 83% year-over-year, according to Digiday. And an IAB survey finds that in the second half of 2022, US travel brands plan to distribute 27% After on media spending than initially planned. Of course, this is partly in response to the pent-up demand created during the pandemic, but it also reflects an effort by these travel companies to build long-term relationships with what many experts are now calling “the demographic sweet spot.” – younger Gen Z and Millennial customers, who can now often work from anywhere and are therefore more open to travel.
“If you have a girl group that you can travel with, that’s gold,” Berger says. And now CosmoTrips is creating a community of these girls, connecting them via hashtags (#cosmotrips) and allowing them to “travel like an editor”. “We remove the risk,” says Berger. “We make sure you know for sure that everything will be fine. You are going to have a great time. It will be perfect. »