DATA from Expedia Group Media Solutions’ inaugural Q1 Travel Recovery Trend Report indicates growing confidence among travellers, with a message for brands it is time to capture and drive demand.
Wendy Olson Killion, senior vice president, Media Solutions at Expedia, said the latest data and trends highlighted in the report helped travel brands develop strategies, messaging and content that aligned with what travellers want and need to book their next trip.
“Traveller behaviours and preferences have evolved significantly over the past year, meaning travel brands can no longer rely on historical marketing strategies to inform their recovery plans. We know people are eager to start travelling again, but how they engage with travel brands and what they expect, has changed.”
Some key findings from the report:
Global vaccine rollouts spur return of travel
The start of 2021 saw travel turn a corner with monthly search volumes showing strong growth throughout Q1. According to Expedia, this increase in searches and traveller demand is linked with the ramping of vaccine rollout and new travel guidelines.
An example of the correlation between major vaccine announcements and week-on-week search growth is seen in the US, which has a rapid vaccination programme. The week of March 15 saw the largest spike in searches with an increase of 30%. This followed the Center for Disease Control’s (CDC) release of guidelines for fully vaccinated individuals, which led to 43% of Americans feeling more comfortable travelling and to book vacations.
Global search windows remain short
The majority of global Q1 2021 searches fell within the 0 to 21 days window – a trend seen throughout much of last year. With many borders still closed and global travel uncertain travellers are opting for short trips closer to home.
The report noted that while this trend seems to boost domestic holidays, longer search windows for international trips are beginning to emerge especially in the EMEA (Europe, the Middle East and Africa) region. About 40% of international searches made in this region in Q1 2021 are 91 days out or longer, up from around 25% in Q4 2020. “This is good news for ‘bucket-list’ or once-in-a-lifetime type destinations or attractions looking to attract long-haul travellers.”
Global search windows remain short
Despite the rollout of vaccines many travellers continue to prioritise domestic over international travel, and are taking trips near one’s own backyard. In Q1 2021 beach and city destinations made up the top 10 booked destinations around the world, as well as on a regional level – latter within the same region.
Travelling by car is the preferred most of transport over panes and other forms of transport for late spring or summer trips. Recent custom research found that for both domestic and international travel to a neighbouring country during April to September 2021, travellers consider driving their own car or a rental car safer than other modes of transportation.
Longer trips with both work and play
Many travellers are making up for lost time this year by taking longer trips, planning to fully use vacation days and continuing to work remotely while travelling with “flexcations” (longer stays that include work and play). Data from Vrbo shows vacation rental travellers are 75% more likely to book more stays of at least seven nights at vacation homes this summer, exceeding pre-pandemic levels.
According to Expedia, this trend is benefiting destinations and accommodations providers. Data showed that quarter-over-quarter in Q1 2021, vacation rental demand increased and the global average length of stay for vacation rentals jumped 30%.
Looking beyond health and hygiene
The pandemic saw consumers placing importance to health and hygiene protocols when travelling. However, as they gain confidence these concerns have shifted to more traditional decision-making drivers such as cost, financial peace of mind, and convenience.
Health- and hygiene-focused considerations were dropped from the list in the top five searched topics when booking flights from the last 12 months compared to the top five in Q1 2021. Topics such as overall safety, cleanliness and crowding were replaced with cost, the ability to change flights and navigation.
Download the full Q1 2021 Travel Recovery Trends Report
• Featured image credit: YakobchukOlena/Getty Images
