The research conducted by Expedia, entitled “What travelers want in 2021”, surveyed 16.000 respondents across eight markets. The research was first presented in 2020 and tracks traveler preferences by providing new data year after year.
In 2020, the epidemic forced travelers around the world to change their plans, putting a strain on the tourism sector. However, since the beginning of this year, the platform has started to see an increase in national and international searches. It is clear that there is a strong desire to travel again, so much so that 41% of those interviewed said they would give up watching sport, 39% would stop shopping online and 37% would use social media less in exchange for a month's holiday. The percentage of travelers who would prefer a vacation to a new phone is even higher (75%).
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Travelers' considerations
Nearly half (45%) of travelers are considering a beach holiday in the next 18 months, while more than a third (36%) would prefer big cities. Small towns, on the other hand, are the most attractive option for 33% of those interviewed. Regardless of the type of destination, one of the main decision factors for travelers is a “destination that is driveable and close to home”. They are also more likely to choose a longer stay, tours or outdoor activities and trips destinations unique.
Factors that determine travel decisions
Cleanliness is a key factor determining travel decisions. Nearly half (42%) of travelers say cleaning guidelines are important. However, the most significant aspect in 2021 compared to 2020 is flexibility. Nearly two-thirds (60%) of travelers say they would be unlikely to book a non-refundable room in exchange for a reduced rate. This is one of the big differences from 2020, when 66% of travelers planned to book a non-refundable room.
Another element that emerged from the study is that travellers' expectations about accommodation influence their booking decisions. While more than eight in ten travelers believe that hotels that are considered “kid-friendly” could improve amenities for children, nearly three-quarters (71%) would stay at the same property again if it truly offered “kid-friendly” options, and 34% would stay longer.
For pet-friendly hotels, the percentage of travelers who believe that services can be improved is even higher (94%). There are therefore good opportunities for this type of accommodation: if pet-friendly services were better, more than half (60%) of travelers would re-book them, almost half (42%) would stay longer and almost a third (31 %) would pay more per night.
Furthermore, more than three-quarters (77%) of travelers say that the presence of key technological services in the accommodation is crucial when booking a stay, while one in three travelers say they would be willing to pay extra for high-speed internet. Streaming services are especially important for: Generation Z (38%) and millennials (42%), those traveling with children (42%) or with in-laws (40%).
Rebuilding traveler trust
The research also highlights the importance travelers place on trust. Businesses that communicate clearly with guests have a lower cancellation rate, more satisfied customers and more positive reviews. 40% of travelers say reviews are more important now than before the pandemic. Nearly all travelers (91%) say owners and managers should respond to negative reviews.
“Customers are eager to travel, but the way they search, book, travel and stay has changed. We are analyzing their requests to understand how to make them feel safe following the pandemic,” he said Moretto. “By listening to guests and adapting to what they ask for, we can open an exciting new chapter in the tourism industry.”
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