May 25, 2022

This paid piece is sponsored by Experience Sioux Falls, formerly the Sioux Falls Convention & Visitors Bureau.

The summer travel season looks promising for Sioux Falls. While economic inflation and gas prices continue to rise, Sioux Falls is still regarded as an affordable travel destination.

“All measurement factors leading into the summer travel season indicate Sioux Falls is at the top of our competitive set,” said Teri Schmidt, executive director for Experience Sioux Falls. “This includes occupancy and average daily rates at hotels, website engagement, group tour bookings and sports events.”

Experience Sioux Falls transitioned paid advertising efforts from the shoulder season of fall and winter to the peak season of spring and summer over the course of March and April.

Primary target markets in South Dakota include Aberdeen, Brookings, Madison, Mitchell, Rapid City, Sioux Falls, Watertown and Yankton.

Primary target markets outside of South Dakota include Chicago, Minneapolis, Kansas City and Omaha. Secondary markets include direct-flight markets coming to Sioux Falls from Austin, Dallas/Fort Worth, Denver and Nashville.

“Our strategic marketing efforts allow us to optimize to the best performing markets daily,” said Krista Orsack, director of marketing. “So as economic factors shift, so will our investments in marketing and advertising.”

According to AAA Travel, “About six in 10 Americans are planning at least one summer trip. Of those planning vacations, 35 percent expect to travel more this summer than last summer despite higher gas prices. Gas prices were not a consideration for more than 40 percent of Americans planning travel, yet four in 10 are taking fewer or shorter trips, and 15 percent will adjust their travel budgets.”

A variety of digital tactics will be used to guide users through the travel planning process, ultimately leading them to book a vacation in Sioux Falls during the peak travel season. Persona-specific creative executions will be incorporated throughout all advertising tactics whether people are traveling for art, music, outdoor, food or family experiences.

Nationally recognized travel research firms Longwoods International in cooperation with Miles Partnership also report “that in response to higher gas prices, travelers are choosing destinations closer to home and reducing the number of trips they are taking. They are also cutting spending on retail, entertainment and recreation, food and beverage, and lodging. Other coping strategies include driving rather than flying on their trips.”

Are your family and friends looking for somewhere more affordable or closer to home? Share these Sioux Falls travel ideas.