Study: What Consumers are Paying Attention to When Searching and Booking Travel

Photo source: Expedia Group Media Solutions

Data released by Expedia Group Media Solutions shows that consumers are paying attention to how inclusive current travel offerings are when searching and booking.

Conducted in partnership with Wakefield Research, the study included an online survey of 11,000 representative, general population adults ages 18+ in 11 global markets – Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, the UK and the US.

According to the study, only 54 percent of consumers said they have seen options that are accessible to all abilities, and just 52 percent have seen options that are inclusive of all types of travelers.

Source: Expedia Group Media Solutions

Meanwhile, a travel brand’s commitment to inclusion, diversity, and accessibility is influencing consumers’ purchasing decisions, with 7 in 10 consumers saying they are willing to pay more when making a travel choice that is more inclusive to all types of travelers.

Furthermore, 78 percent of consumers said they’ve made a travel choice based on promotions or ads that they felt represented them through messaging or visuals.

Other key findings of the study include:

Accessibility

– 92 percent of consumers agree that it’s important for travel providers to meet the accessibility needs of all travelers

– older generations are more likely to believe that accessibility is very important when making travel decisions, among 54 percent of baby boomers and generation X, compared to 49 percent of the general population.

Diversity

Source: Expedia Group Media Solutions

– 7 in 10 consumers would choose a destination, lodging, or transportation option that is more inclusive of all types of travelers, even if it’s more expensive

– 78 percent have made a travel choice based on representation in travel advertising, promotions, or ads they felt represented them through messaging or visuals, and for millennials, this figure is the highest (84 percent).

Local culture and community engagement

– 64 percent of consumers are interested in learning more about travel options that support local cultures and communities

– more than 2 in 5 consumers have purchased from local communities and/or minority groups while traveling in the past two years, while 46 percent visited local cultural or historical sites

– nearly two-thirds of consumers would choose a travel option that supports local cultures and communities, even if it was more expensive.

The online survey took place between February 11 and March 6.