For more than a year we’ve been tracking and sharing indicators of how travelers view and rebook trips in quarterly reports based on our Expedia team’s insights from first-party data and proprietary research, to inform marketing strategies. – delivery of our partners. In our Q1 2022 report, we highlighted how search windows are getting longer and opportunities for our partners to rebuild, and even rethink travel, to meet the growing demand for sustainable travel options.
Now looking to Q2 2022, while the travel industry has faced additional challenges – including concerns about the financial crisis and chaotic airports – travelers remain undeterred, and are even looking to trade up. far away. Along with sustainability, people want to see more inclusive travel options available, and real commitments to welcoming travelers of all kinds and supporting local cultures and communities. Read on for key takeaways from the Q2 2022 Travel Insights Report.
Travel searches hold steady
Outbound travel intentions remained strong as international travel restrictions continued to rise during the second quarter of the year. On the same subject : Traveling During Pandemic and Pandemic Effects Within (and Beyond).
After rising 25% quarter-over-quarter between Q4 last year and Q1 2022, global travel search metrics held steady in Q2. At the regional level, we even saw double-digit growth between Q1 and Q2 – especially in APAC, which saw a 30% increase in the region.
Following the announcement on June 10 that the US had lifted pre-test requirements for international air travel, international searches rose 10% in the week of June 13, while searches in the APAC and EMEA regions more than doubled. This is a strong sign that travel shoppers continue to feel enthusiastic about making plans.
Travel intent drives growth in 2–3-month search window
Compared to Q1, we saw search windows shortening in Q2 worldwide, with searches in the 91- to 180-day window down more than 20% quarter-on-quarter. Meanwhile, searches in the 0- to 90-day search window increased by more than 5% quarter-on-quarter. The 61- to 90-day window had the largest growth at 15%.
This may be because Q1 was when most travel shoppers were planning their mid-year vacations, and the decline in share volume in Q2 was simply stabilization. Travel shops may also bide their time, hoping that fuel costs – and therefore flight prices – will drop. To see also : Netflix Stocks Are Stronger Than Looks After Q2 Earnings. However this is also consistent with the results of an Expedia Group survey in April 2022 that most customers who plan to travel within 12 months feel comfortable booking the actual trip within 3 months of their trip.
Long-haul destinations make a comeback
As we’ve seen over the past four months, big cities and beaches have been popular all over the world, but both London and Paris have become particularly popular with travelers from all over the region. In fact, London was the top destination for travelers from APAC and EMEA and ranked in the top 10 for LATAM and NORAM. This may interest you : Evernorth and Cigna Health Plan Growth Push Profits to $1.6 Billion. Paris, a trending city in our quarterly report, entered the world’s top 10 at number 7, and was also on the list of top 10 regions in all but North America.
We see that long-haul destinations are regaining demand for long-haul flights, too (flights of 4+ hours or longer). In fact, we saw more than a 50% increase in international traveler demand for long-haul flights, and an even stronger showing for flights from the US to Europe, which had more than 100% annual growth.
Strong demand despite rising costs
In addition to demand for long-haul flights, we have seen continued growth in the accommodation segment, with accommodation demand holding strong. Following a strong Q1, during which accommodation demand grew by double-digits quarter-on-quarter, we saw moderate growth in Q2, with APAC seeing the strongest growth.
This strong demand for travel is despite rising costs. Compared to Q2 2019, the average international air ticket was double-digit, led by EMEA and APAC. This is due to demand itself, rising fuel costs, and an increase in long-haul flights being booked.
Opportunities for inclusive travel
The enthusiasm for travel, even with rising costs and industry stagnation, means there is an opportunity for travel marketers to promote and engage. As shared in the Inclusive Travel Insights Report, travelers are willing to pay more if travel options align with their values, especially inclusivity and diversity.
In a recent survey of 11,000 consumers in 11 countries, we found that 7 out of 10 would choose a destination, accommodation, or transportation option that includes all types of travel, even if it’s expensive, and 78% made a trip. A choice based on the ads or ads they felt represented them.
This means travel brands must find ways to ensure their products—and their marketing—are inclusive and welcoming to all.
This excerpt is a sample of the insights you’ll find in the full report, based on more than 70 petabytes of Expedia’s traveler intent and booking data. To learn more, download the Q2 2022 Travel Insights Report.
About Expedia Group Media Solutions
Expedia Group Media Solutions is a global travel advertising platform that connects marketers to hundreds of millions of travelers across Expedia Group brands. With our exclusive access to more than 70 petabytes of Expedia’s travel search and data registry, we provide advertisers with actionable insights, sophisticated targeting, and full-funnel results reporting. Our suite of solutions includes display, sponsored listings, audience expansion, collaborative campaigns, and custom creative campaigns – all designed to achieve the goals of our advertising partners and increase the value of travel shopping on branded websites worldwide. With a consultative approach and over 20 years of travel and media experience, we help our advertising partners inspire, engage, and convert travelers into meaningful results. For more information, visit www.advertising.expedia.com.
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