First Quarter Travel Trends Report: Rebuilding Tourism for the Future
As part of our ongoing commitment to sharing insights, we’ve tracked the return of travel with first-party data and research from Expedia Group in our quarterly Travel Trends Reports. In our latest report covering the fourth quarter of 2021, we saw promising momentum, including consistent search volumes and more international destinations appearing on the top 10 destination lists.
Now, as we look to the first quarter of 2022 and beyond, we are even more optimistic as intent to travel increases, search windows lengthen, and travelers invest in meaningful travel. Read on for an overview of key findings from our Q1 2022 Travel Trends report.
Travel searches increase as restrictions ease
The continued opening of borders and the easing of restrictions, together with post-holiday promotions and the potential return of seasonality, have led to a significant increase in global travel searches on our group sites. Expedia. During the first quarter of 2022, global search volume grew 25% quarter-over-quarter, driven by double-digit growth in North America (NORAM) at 30% and Europe, Middle East and Africa (EMEA) at 25%. . A year-over-year comparison further illustrates the return of travel, with search volume up 75% year-over-year globally compared to the first quarter of 2021.
The results of Expedia’s 2022 Vacation Deprivation Study further illustrate the pent-up demand and desire to get away from it all this year. On average, working adults around the world plan to take almost 21 vacation days this year, which is 3 more vacation days than in 2021.
While working adults in the US plan to take an average of 14 vacation days this year, just 1 day more than they took in 2021 – and the fewest number of days of any country studied – they are willing to spend more to make the most of their free time. Americans are more likely than most other parts of the world to splurge on upgrades such as a bigger room, flying first class or visiting multiple destinations. This is good news for the leisure travel industry and an opportunity for travel marketers to promote discounted room upgrades or premium product offers to an audience. enthusiastic and engaged.
Growing traveler confidence leading to longer search windows
With traveler confidence picking up, we saw search windows continue to lengthen in the first quarter. The global share of searches in the 180+ day search window increased by 190% and the 0-21 day search window decreased by 15% quarter over quarter.
Not only have search windows lengthened, but we’ve also seen travelers plan domestic and international trips further afield as they begin to plan mid-year vacations. In Q1, 60% of domestic searches globally occurred within the 0-30 day window, down 10% from Q4. The share of searches in the 91-180 day window increased by 80% quarter over quarter. Similarly, the global share of international search for the 91-180+ day window increased by 35% quarter over quarter.
Big cities and beaches retain their appeal
Major cities such as Las Vegas, New York, Chicago and London remained popular with travelers and were among the world’s top 10 booked destinations in the first quarter, along with beach destinations such as Cancun, Punta Cana, Honolulu and Miami. Las Vegas topped the global list, overtaking New York, which held the top spot in Q3 and Q4 2021. However, for the third consecutive quarter, New York was on the list of top 10 booked destinations across all regions.
Hosting performance on the rise
Building on a strong performance in the fourth quarter, global accommodation bookings for hotels and vacation rentals combined increased 35% quarter over quarter. All regions grew at least double digits, with the strongest quarterly growth in EMEA at 150% and Latin America (LATAM) at 75%.
During the first quarter, 15 of the world’s top 25 destinations saw double-digit hotel demand growth quarter over quarter. Punta Cana posted the strongest quarter-over-quarter growth at 70%, with additional gains in other LATAM destinations including Cancun (40%) and Playa del Carmen (35%). Barcelona fell from 31st to 22nd, Kissimmee (near Orlando) fell from 29th to 20th and Honolulu fell from 12th to 7th.
The number of overnight stays in vacation rentals increased significantly globally quarter over quarter. Domestic travel continued to dominate the vacation rental space, with Australia, France, Brazil and the United States being the most booked countries for their respective regions. Across all regions, popular beaches and hot destinations were the top picks for vacation rental bookings.
Growing demand – and opportunities – for sustainable tourism
Consumers around the world are already making more considered decisions when traveling, such as opting for more eco-friendly and sustainable offers, and more will want to do so in the future. But many feel overwhelmed about starting the process of being a more sustainable traveler, and they seek sustainability information from trusted travel resources and providers.
Our new sustainable travel research found that two-thirds of consumers want to see more sustainability information from accommodation and transport providers, and half of consumers want to see this information from organizations. destination.
The study also found that half of consumers would be willing to pay more for transportation, activities and accommodation if the option was more sustainable, demonstrating the potential for travel providers and marketers to offer more sustainable options for travellers.
These results are just a taste of the insights you’ll find in the full report, based on 70 petabytes of traveler intent and demand data from Expedia Group. For more, download the Q1 2022 Travel Trends Report and return to our blog for regional insights.
Download the report.
About Expedia Group Media Solutions
Expedia Group™ Media Solutions, the advertising organization of Expedia Group, offers industry expertise and digital marketing solutions that enable brands to reach, engage and influence its qualified audience of travelers around the world . Through its extensive network of leading travel brands and global outlets, Expedia Group Media Solutions provides marketing partners with exclusive, data-driven insights into traveler behaviors at every stage of the purchase journey, as well as solutions dynamic advertising, to offer strategic and measurable campaigns. results. For more information, visit www.advertising.expedia.com.
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