Lead times for travel bookings are starting to lengthen, consumers are looking for unique accommodation options, and the industry is listening to the desire for more sustainability and inclusion.
These are some of the most notable findings from Expedia’s Q4 2022 Traveler Insights report, based on the global group’s first-party data and research.
Travellers booking further ahead
The report found that, although the vast majority of travellers are still planning trips in the near-term, Q3 searches for international travel in the 180-day-plus window increased by 10% globally from the previous quarter. The Europe, Middle East and Africa region saw a 40% increase in searches for travel further ahead, while there was a 10% increase from the North American region.
“The rise in future travel searches for the year ahead could be because there is less uncertainty from the pandemic, and travellers feel more confident planning further out, or they are looking to secure a great deal ahead of potential rising costs,” the report states.
In addition, nearly half of 11 000 respondents to a survey in the report said they were likely to travel internationally in the next 12 months, compared with only 12% in 2020 and 35% a year ago.
Unique accommodation
Unique and differentiated holiday rentals are piquing travellers’ interest, with year-over-year demand for alternative stays (in establishments such as chalets, cabins, farmhouses, houseboats and castles) increasing by more than 50% compared with the third quarter of 2019.
“This growth could be a post-pandemic trend, driven by more people travelling with larger groups and loved ones and seeking out unique experiences and private accommodation options,” the report highlights.
Business and family travel growing
During Q3, there was a 10% year-on-year uplift in demand from travellers with a business travel profile. Nearly one in three (32%) consumers plan to take a business trip in the next 12 months.
“As we progress toward the end of the year, the industry and consumer outlook on business travel is making gains. While there are signs pointing to the return of business travel, including consumer optimism and eagerness, business travel volume is improving, though still down compared with 2019.”
Of the business travellers researched, 37% are making trips to meet and work with customers, 32% to attend industry events, and 28% to conduct on-site visits.
Among those taking business trips, 76% plan to take a bleisure trip and 71% plan to take a ‘flexcation’, highlighting the blurring lines between work and leisure travel.
“As traveller decisions may soon be more budget driven as a result of current economic conditions, bleisure travel represents a strategic opportunity for travel marketers to promote deals around extended stays or use messaging that inspires travellers to make the most of their time away from home,” the report stated.
Focus on sustainability and inclusion
According to Expedia’s survey, destinations and service providers are heeding travellers’ calls for more sustainability. Some 74% of travel industry professionals said their organisation provided information to customers on how they could travel more sustainably.
In the study, 80% of travel industry professionals also agreed that promoting inclusivity and accessibility for all travellers was a top priority for their business; 60% of those surveyed have already made changes to ensure their services are inclusive and accessible, and an additional 21% are planning to do so.
