Global travel marketplace Skyscanner is today publishing a new report exploring how travellers’ attitudes are strengthening. Titled ‘Skyscanner Horizons—Emerging traveller behaviour as the world reopens’, the report analyses survey data from 24,000 consumers in eight countries and extensive global search data to provide unique insights and potential opportunities for the sector.
Opportunities are clear for ‘unserved’ routes—itineraries that are only currently possible via a one or two stop journey—and the origins and destinations they encompass. Industry leaders, the Centre for Aviation (CAPA), Digital Tourism Think Tank and Skyscanner’s VP of Flights, Hugh Aitken. provide exclusive commentary.
Key report findings include:
– Low price offers are the top travel incentive in encouraging people to book a trip
– Trust and peace of mind are paramount—58% of travellers worldwide want greater ticket flexibility
– Brazilians, Americans and Australians lead the field as the travellers who are the most engaged for 2022 and ready to try new things
– The world’s top unserved routes are a mix of long-haul leisure destinations and VFR travel
– Manchester is the world’s top unserved origin airport– traveller demand for new direct services from this location is high
– Bali is the world’s top unserved destination, as travellers search for dream bucket-list hotspots
Hugh Aitken, VP of Flights at Skyscanner commented: “In our latest Horizons report we have combined in-depth survey data with analysis of Skyscanner global search data to provide a unique perspective of emerging traveller behaviour.
“Our findings reveal that for most travellers, low price offers to provide the biggest incentive to book. However, other factors and outcomes from the past 18 months are also top of mind. For example, greater ticket flexibility and COVID-19 travel insurance. And there is now a focus on the booking experience, trust and service.
“For flight search, we see an increasing demand for long-haul leisure and VFR destinations, some of which are only currently possible with indirect itineraries. Within this demand, there may be an opportunity – especially within the VFR segment – as travellers look to reconnect with family after prolonged periods apart and corporate travel takes longer to bounce back.
“Overall, air travel in 2022 will look very different to 2021 as both travellers and travel providers continue to adapt to a new reality and the world gradually re-opens. But I’m confident that one aspect will remain the same – and that is people’s desire to travel.”
Derek Sadubin, Managing Director of CAPA, commented: “The world’s travellers are ready to reconnect with loved ones and connect to fresh places and cultures. But they want to do so safely, affordably and sustainably, as documented in this timely research paper by Skyscanner. The industry players that have prepared well and are ready to deliver across these dimensions will do well in – and beyond – the recovery phase.”
Nick Hall, CEO of Digital Tourism Think Tank commented: “The report highlights a maturing of trends witnessed early on in the recovery, whilst also pinpointing specific opportunities where supply hasn’t yet caught up with demand. Together, this gives us a more detailed understanding of how destinations can support their industry partners to respond directly to changing travel preferences, such as through cooperative marketing campaigns supporting route reinstatement or content initiatives to convey layers of depth.
“Strong demand for cultural and authentic experiences further confirms that travellers are still seeking more meaningful and value-driven experiences which bring us closer together. The strategy that many destinations have pursued has, therefore, been the right approach. Investing in product and experience development, focusing strengthened on sustainability and values, will continue to reinforce competitive positioning in the long run.”
Download a copy of the report here. Country specific information is available on request.
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