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What do travellers want in 2021? Here's Expedia's latest research

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  •   05-19-2021  2:38 pm
  •   Pax Global Media

What do travellers want in 2021? Here's Expedia's latest research
Nearly half of travellers Expedia surveyed are considering a beach vacation in the next 18 months. (Ethan Robertson)
Pax Global Media

Expedia Group has revealed the latest insights that are shaping post-pandemic travel decisions, including emerging behaviours on searching and booking to new expectations on transportation and on-property experiences.

Its latest study, called “What Travellers Want in 2021,” surveyed 16,000 respondents in eight markets.

The research was first launched in 2020 and tracks traveller preferences presenting new data year-over-year. 

“Travel is expected to surge”

Expedia says that the desire for travel is high with 41% of respondents saying that they would give up watching sports, 39% would stop online shopping, and 37% would cut social media for one month in exchange for a vacation.

Expedia's study, called “What Travellers Want in 2021,” surveyed 16,000 respondents in eight markets. (Expedia Group)

Three-fourths of travellers said vacation would make them happier than a new smartphone. 

“Year-long lockdowns have created pent-up demand, and travel is expected to surge mid-year, as many will take the summer vacation they could not take last year. As our industry continues to rebound, it is critical to stand out to travellers when they are looking for new experiences on their accommodation options,” said Melissa Maher, senior vice president of marketing and industry engagement at Expedia Group. 

Local travel restrictions and vaccination rates will certainly dictate how travel will play out this year, but evidence of a pent-up demand is a good reason for travel advisors to start planning, now, for the sector’s return.

Where do travellers want to go?

Nearly half (45%) of travellers are considering a beach vacation in the next 18 months, while more than a third (36%) would prefer a major city, and a third (33%) would prefer a small town.

Travellers are likely to choose a longer stay, outdoor tours or activities, Expedia says.

Regardless of the type of destination, a top decision factor for respondents is a “drivable destination somewhat close to home.”

After the preference for nearby destinations, travellers are also likely to choose a longer stay, outdoor tours or activities and to travel to a “once-in-a-lifetime" destination for their next vacation, Expedia says.

What’s informing decisions?

Cleanliness is a top factor shaping booking decisions among the respondents, the study says, reaffirming health and safety trends that emerged in 2020.

Nearly half (42%) of travellers say cleanliness guidelines are important to them.

The flexibility factor saw the most dramatic rise in importance from 2020 to 2021, Expedia says.

The flexibility factor saw the most dramatic rise in importance from 2020 to 2021.

Nearly two-thirds (60%) of travellers say they are unlikely to book a non-refundable room in exchange for a reduced rate.

This is a near-complete shift from 2020, when two thirds (66%) of travellers said they were likely to book a non-refundable room.

Room for improvement

The research also shows how travellers’ expectations for on-property experiences impacts booking decisions.

While more than eight in 10 travellers say, “there is room for improvement among ‘kid-friendly’ hotels,” nearly three-fourths (71%) say they would return for another stay if the hotel “got ‘kid-friendly’ right,” and more than a third (34%) would stay longer. 

Additionally, nearly all travellers (94%) see room for improvement among “pet-friendly” hotels.

Delivering a “pet-friendly” experience is a clear opportunity for properties: more than half (60%) say they would stay again, nearly half (42%) would stay longer, and almost a third (31%) would pay more per night. 

Also, more than three-fourths (77%) of travellers say accommodations must have key technology amenities if they are to book a stay, while one in three travellers would be willing to pay extra for high-speed internet.

Streaming services are especially important to: Generation Z (38%) and millennials (42%), those who travel with children (42%) or their in-laws (40%), and respondents in Mexico (61%).

Rebuilding trust

The research also reveals the importance that travellers place on trust.

Properties who communicate clearly are likely to see fewer cancellations, happier guests, and better reviews.

40% of travellers say reviews are more important today than before the pandemic. Almost all travellers (91%) say property owners and managers should reply to negative reviews. 

“Although travellers are excited to get away this year, how people search, book, travel, and stay has shifted. We want to better understand what it takes to make travellers need to feel confident in post-pandemic travel,” said Maher. “If we are willing to listen and respond to what travellers want, we can all usher in a swift, safe, and exciting new chapter in the travel industry!” 

You can download the full “What Travellers Want in 2021” report here.


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