The importance of inclusivity in travel

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In this video from Skift Global Forum 2022, we hear from Jennifer Andre, Vice President, Business Development, Expedia Group Media Solutions, talk about changing traveler preferences, the return of international travel and the importance of inclusiveness in advertising.

Expedia Group Media Solutions

In this video:

  • New search : Driven by pent-up demand and a strong US dollar, US consumers are once again taking big trips. Travel search volumes are up on the Expedia platform: from Q4 2021 to Q1 2022, global searches increased by 25%.
  • The cities are back: New York, Paris and London are among the most popular destinations in 2022. Travelers are once again traveling internationally, especially to major cities in Europe. Virtually all Covid testing requirements have been lifted and travelers are taking ‘revenge trips’ in response to wanderlust and a strong economy. Long-haul travel increased by 50% in the second quarter of 2022.
  • Traveler motivations: Consumers want travel deals that appeal to all types of travelers. The current post-pandemic transition period presents a monumental opportunity for the travel industry to support more inclusive and responsible travel.
  • Key points to remember: Travel demand remains strong and stable. Travelers are buying abroad again and they want meaningful and inclusive experiences that will connect them with a wide range of people and learning opportunities within a destination.

The current climate of geopolitical turmoil and economic uncertainty is undeniable, but despite it all, the demand for travel is stronger than ever. Travelers want more inclusive travel offers and advertising that reflects a wide range of identities. Travelers know whether a travel deal is inclusive or not, and seven in 10 respondents said they would choose one destination or travel deal over another if they felt it was more inclusive – and would to pay more for it. Seventy-eight percent of respondents said they made a travel choice based on promotions or advertisements they felt represented them in messaging and/or visuals.

In this video from the Skift Global Forum 2022, Jennifer Andre, VP of Business Development at Expedia Group Media Solutions, dives into recent Expedia Inclusiveness-focused consumer research and provides stellar destination campaign examples. creative and inclusive for London and Panama. The travel industry needs to renew its commitment to inclusiveness and introduce more accessible offers that appeal to all types of travellers. By doing so, the industry can seize the opportunity – and accept its responsibility – to create an even better return to travel than before.

The full Q2 2022 Traveler Outlook Report is available here:

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