Travel search numbers grew steadily in 2Q2021
Expedia Media Solutions Travel Recovery Trend Report 2021 | Q2 - based on more than 300 petabytes of Expedia Group first-party data and custom research - shows strong global growth in travel searches: more searches for major cities and international trips, along with longer booking horizons and renewed interest in sustainable travel.
- Global travel search volumes increased by more than 70% vs. 1Q2021.
- Unlike in all of 2020 and 1Q2021, instead of constantly fluctuating, travel searches grew in 11 of the 13 weeks in 2Q2021,
- The largest week-on-week increase in searches occurred the week of 10 May, when the Pfizer COVID-1 vaccine gained approval for adolescents and Pfizer's EU contract was extended.
- In parallel Traveler Value Index Research, Expedia found that 72% of consumers in 8 countries plan on traveling in the next 12 months.
- Although 55% of global searches fell within 0 to 21 days of planned departure as domestic travel continued to predominate, searches made 22 to 90 days in advance accounted for 35% of total searches in Q2, and were up nearly 25% in number from Q1.
Based on these findings, Expedia projects that in the next 12 months 60% of consumers will travel within their home country and 27% will travel internationally.
Trip preferences in the next 12 months that were expressed by survey respondents:
- More frequent, shorter trips (40%)
- Fewer, longer trips (28%)
- Combination of shorter and longer trips (30%)
Attitudes of Americans re travel:
- 58% said they would feel comfortable flying in 3Q2021, including 39% who haven't been in an airport since March 2020.
- 70% of Millennials and 63% of Gen Z are ready to fly.
- 60% of vaccinated persons and 54% of unvaccinated persons said they would be comfortable with flying.
Destinations most searched globally in Q2 (top 10):
- South Carolina
Destinations most booked, by region (top 3)
- Seogwipo, South Korea
Europe, Middle East and Africa
- New York
- Las Vegas
- New York
Hotel demand increased more than 10% vs. 1Q2021.
Interest grew in sustainable travel. Some of the most common themes mentioned in Q2 guest reviews included:
- Single-use plastics
- Recycling facilities
- Availability of electric car charging points
- LED lamps
- Renewable energy
Interest in sustainability was driven primarily by younger consumers. Likeliness to consider eco-friendly travel options:
- 2 out of 3 Millennials and Gen Z
- 40% of Gen X
- 30% of Boomers
Re diversity and inclusion, nearly two-thirds of respondents said they are likely to book a trip to a place that's:
- Owned by a woman or person of color
- Inclusive of specific groups like LGBTQ+
- Supportive of persons with disabilities
Comment: Even if you're not located at one of th most-coveted destinations, you should still be able to benefit from shifting the focus of your marketing toward themes related to:
- Air access
- Younger consumers
- Diversity and inclusion
Remember: serious shopping for 2022 summer holidays is going to start at the time of Christmas school vacation, which is now less than 3 months away.
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