According to statista, 54% of Americans plan to celebrate Valentine's Day. Average spend is $136, and 90% plan to buy a present for their significant other, and almost 20% plan to buy a present for their pet. In the UK, Brits spent almost £2bn for Valentine's Day last year, with average per person spend estimated around £53.38.Online Valentine’s Day shoppers spent an average of $175.80 in 2014, an amount 31 percent higher than Valentine’s Day shoppers in general (source: linkdex)
We have done a short review of how Valentine's Day is used by travel companies - and some others. Interestingly, we did not find much attention in the US, Asia basically none, yet Euopean airlines got innovative around Valentine's.
Many airlines are not bothering at all but continue business as usual. Easy Jet uses it only on their mobile app - inviting to win a flight, and promoting romantic city breaks.
Ryanair links it to price promotions as from £9.99: "love is complicated, our low fares aren't" and promotes optional services such as my "auto" valentine and love vouchers as gitfs for valentine.
Vueling have a special price promotion "Love at first flight" for €30, buying a flight for two, and the "Saint Vueling Time" to find out how romantic you are.
Trenitalia has been innovative with special 2 for 1 Valentine's offer for the Valentine's week, and 15% discounts on abonnements for couples who fell in love in the train.
Zurich airport promote special love deals at the airport centre. whilst other airports either focus on Chinese New Year or seem to completely ignore Valentine's Day - at least on their website.
Some additional subtle references can be found such as Volotea's romantic moments, Brussels Airlines gift box, Lufthansa's promotion flight for two and Deutsche Bahn's gift voucher promotion.
Google as always personalises their Doodle. And Niederegger Marzipan offer a special service in this period, allowing to personalise your chocolate marzipan heart.
And Beatie Wolfe's single "Back on Track" features on the Amazon music Valentine's playlist. Beatie Wolfe was the keynote speaker at the Hamburg Aviation Conference 2015, our annual think future event. She combines tech with music and got a lot of attention as a result.