An analysis of click through on various marketing found that when it was near enough freezing on December 1, the click-through rates for advertisements related to travel were almost four times (386%) higher than average on the night of December 2.
Sacha Berlik, managing director for EMEA at The Trade Desk, said: "Cold snaps may not be the most obvious event in the retail calendar, but our findings highlight why external factors such as the weather should be incorporated into brands' campaign plans. This month, there will no doubt be big opportunities for brands to inspire consumers dreaming of everything from cosier homes to sunnier shores. It helps pinpoint the most effective way of engaging them with messages that will resonate with and inspire them."
It comes after a study found a fifth of people choose their hotel based on what they think will give them most clout with their social media followers.
Expedia wrote in an introduction to the report: "Consumers have more options for searching and booking travel than ever, making it vital for providers to understand these travelers' thoughts and desires. Americans are shucking their materialism in exchange for life enriching experiences, growing social media influences, and highly customised interactions. Tapping into these trends will give travel providers a head start in reaching younger generations set to become powerful consumers. Earning their attention early will pave the path to winning their loyalty. Now is the time for a fresh look at travel, particularly the role of online travel agencies, and the preferences of younger generations like Gen Z (ages 21 and younger) towards traveling."