Expedia Group reveals key insights shaping post-pandemic travel decisions, including emerging behaviours on searching and booking to new expectations on transportation and on-property experiences. The research, called “What travellers want in 2021,” surveyed 16,000 respondents in eight markets. The research was first launched in 2020 and tracks traveller preferences presenting new data year-over-year.
Travel was put on hold in 2020, when the COVID-19 outbreak changed the plans of travellers all around the world. However, early this year, domestic and international searches began to increase. The desire for travel is high with 41% of respondents saying that they would give up watching sports, 39% would stop online shopping and 37% would cut social media for one month in exchange for a vacation. Also, three-fourths of travellers said vacation would make them happier than a new smartphone.
“Year-long lockdowns have created pent-up demand, and travel is expected to surge mid-year, as many will take the summer vacation they could not take last year. As our industry continues to rebound, it is critical to stand out to travellers when they are looking for new experiences on their accommodation options,” said Melissa Maher, senior vice president of Marketing and Industry Engagement at Expedia Group.
Traveller considerations
Nearly half (45%) of travellers are considering a beach vacation in the next 18 months, while more than a third (36%) would prefer a major city, and a third (33%) would prefer a small town. Regardless of the type of destination, a top decision factor for respondents is a “drivable destination somewhat close to home.” After the preference for nearby destinations, travellers are also likely to choose a longer stay, outdoor tours or activities and to travel to a “once-in-a-lifetime” destination for their next vacation.
Factors shaping travel decisions
Cleanliness is the top factor shaping booking decisions among the respondents. Nearly half (42%) of travellers say cleanliness guidelines are important to them. The flexibility factor saw the most dramatic rise in importance from 2020 to 2021. Nearly two-thirds (60%) of travellers say they are unlikely to book a non-refundable room in exchange for a reduced rate. This is a near-complete shift from 2020, when two thirds (66%) of travellers said they were likely to book a non-refundable room.
The research also reveals how travellers’ expectations for on-property experiences impacts booking decisions. While more than eight in 10 travellers say, “there is room for improvement among ‘kid-friendly’ hotels,” nearly three-fourths (71%) say they would return for another stay if the hotel “got ‘kid-friendly’ right,” and more than a third (34%) would stay longer.
Additionally, nearly all travellers (94%) see room for improvement among “pet-friendly” hotels. Delivering a “pet-friendly” experience is a clear opportunity for properties: more than half (60%) say they would stay again, nearly half (42%) would stay longer, and almost a third (31%) would pay more per night.
Also, more than three-fourths (77%) of travellers say accommodations must have key technology amenities if they are to book a stay, while one in three travellers saying they would be willing to pay extra for high-speed internet. Streaming services are especially important to: Generation Z (38%) and millennials (42%), those who travel with children (42%) or their in-laws (40%), and respondents in Mexico (61%).
Rebuilding traveller trust
The research also reveals the importance that travellers place on trust. Properties who communicate clearly are likely to see fewer cancellations, happier guests, and better reviews. 40% of travellers say reviews are more important today than before the pandemic. Almost all travellers (91%) say property owners and managers should reply to negative reviews.
“Although travellers are excited to get away this year, how people search, book, travel, and stay has shifted. We want to better understand what it takes to make travellers need to feel confident in post-pandemic travel,” said Maher. “If we are willing to listen and respond to what travellers want, we can all usher in a swift, safe, and exciting new chapter in the travel industry!”
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