INTERNATIONAL. A new report from Expedia Group has found that, after two years of enduring a global pandemic, people value travel and personal time more than ever. The online travel company said that the material arising from the study underscores the resilience of the travel industry and reveals how travel companies can adapt to achieve a competitive advantage.
Key findings of the report include that travellers have started to adapt to the realities of COVID-19, ranking flexible travel at the top of their priorities. A large proportion of survey respondents are focusing intently on “travelling for good”, including taking steps such as tipping industry workers more and choosing less crowded destinations to limit the effects of over-tourism.
The research findings from Traveller Value Index: 2022 Outlook are based on a new study conducted in collaboration with Wakefield Research among 5,500 adults across eight countries, combined with Expedia Brands’ proprietary data.
Based on its findings, the Expedia report predicts that there will be a surge in travel for personal wellness reasons. The vast majority of survey respondents (81%) plan to take at least one vacation with family and friends in the next six months, with 78% expressing an interest in frequent short trips.
From UK respondents, nearly half of all travellers (42%) are searching for a relaxing holiday to help their mental wellbeing.
The report also finds that the new world of work will alter traveller priorities. As companies prepare to return to the office and evolve remote work policies, employees are looking to make greater use of their vacation time, and in some cases, combine work and play. More than half (56%) of those who often work remotely will take a ‘bleisure’ style trip — extending a work trip for leisure, or vice versa.
The survey also found that more than half (54%) of respondents say they plan to spend more on trips than they did before the pandemic.
An increased traveller focus on sustainability also emerged from the report. Some 59% of people are willing to pay more to make a trip sustainable, and 49% would choose a less crowded destination to reduce the effects of over-tourism.
Nearly half of respondents (43%) will add in extra time for services and transit, helping to minimise long lines, stress on workers and missed flights.
A further finding from the study was that travellers will hunt for great deals and increased flexibility in planning journeys. Some 84% respondents agree that a discounted fee is influential when booking a flight online, while a similar proportion (83%) say flexible fare options are a key factor.
Expedia for Business President Ariane Gorin said: “Travel is about to experience a year unlike ever before as people plan purpose-driven trips, value vacation time more, and up their investment in unique experiences.
“Still, travellers are preparing themselves for possible trip changes as COVID-19 persists, and they want an array of options at their fingertips. Travel companies that prioritise safety and wellbeing, innovative solutions, and transparent communication will be the clear leaders as the entire industry shifts from survival mode into accelerated demand and growth.”
