According to Expedia’s research "What Travelers Want in 2021," cleanliness and flexibility will continue to be key factors shaping travel decisions.
The research conducted by Expedia, titled “What Travelers Want in 2021”, involved 16,000 respondents across eight markets. The study was first released in 2020 and tracks traveler preferences, providing new data year after year.
In 2020, the epidemic forced travelers worldwide to change their plans, putting the tourism sector to the test. However, since the beginning of this year, the platform has started to record an increase in both domestic and international searches. It’s clear that there is a strong desire to travel again, with 41% of respondents stating they would give up watching sports, 39% stopping online shopping, and 37% using social media less in exchange for a month-long vacation. The percentage of travelers who would prefer a vacation over a new phone is even higher (75%).
Summary
Travelers’ Considerations
Almost half (45%) of travelers are considering a seaside vacation within the next 18 months, while more than a third (36%) prefer big cities. Small towns are the most attractive option for 33% of respondents. Regardless of destination type, one of the primary decision factors for travelers is an “automobile-accessible and close-to-home” destination. They are also more likely to choose a longer stay, tours or outdoor activities, and trips to unique destinations.
Factors Influencing Travel Decisions
Cleanliness is a key factor in travel decisions. Almost half (42%) of travelers say that cleanliness guidelines are important. However, the most significant aspect in 2021 compared to 2020 is flexibility. Nearly two-thirds (60%) of travelers say they would rarely book a non-refundable room in exchange for a reduced rate. This is a major difference from 2020, when 66% of travelers planned to book a non-refundable room.
Another insight from the study is that travelers’ expectations regarding accommodation influence their booking decisions. While more than eight out of ten travelers believe that “kid-friendly” hotels could improve their services for children, nearly three-quarters (71%) would stay again at the same property if it genuinely offered “kid-friendly” options, and 34% would stay longer.
For pet-friendly hotels, the percentage of travelers who believe services could be improved is even higher (94%). There are good opportunities for these types of accommodations: if pet-friendly services were better, more than half (60%) of travelers would rebook, nearly half (42%) would stay longer, and nearly a third (31%) would pay more per night.
Additionally, more than three-quarters (77%) of travelers say that key technological services in accommodations are crucial when booking a stay, while one in three travelers indicates they would be willing to pay an extra fee for high-speed internet. Streaming services are particularly important for: Generation Z (38%) and Millennials (42%), travelers with children (42%), or with in-laws (40%).
Rebuilding Traveler Trust
The research also highlights the importance travelers place on trust. Facilities that communicate clearly with guests have lower cancellation rates, higher customer satisfaction, and more positive reviews. 40% of travelers believe that reviews are more important now than before the pandemic. Almost all travelers (91%) say that 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,” said Moretto. “By listening to guests and adapting to their needs, we can open an exciting new chapter in the tourism industry”.
Pubblicato in Digital Travel
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