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TRAVEL TRENDS
A Global Look at the Motivations and
Behaviors of Travelers
1
METHODOLOGY Data Collection Method
ONLINE SURVEY Quantitative Survey
Field Work
NA, APAC, EMEA: 30 March – 7 April 2017
LATAM: 1 March – 12 March 2018
Qualifying Criteria
Must have booked travel
online in the past year
6
In my country Outside my country
Expedia Group Media Solutions – Multi-National Travel Trends
Q14. Was the trip….?
Total (n=11,008)
RELAXING & SIGHTSEEING TRIPS RANK HIGH
Visiting family is more important for Americans, Canadians and Australians
80%
60%
40%
20%
0%
Relaxing Sightseeing Visiting Family Family Play Romantic Getaway
80%
60%
40%
20%
0%
Plane Car Train Bus
100%
80%
60%
40%
20%
0%
Hotel With Family/Friends Resort Alternative Accommodations
Yes No
10
Expedia Group Media Solutions – Multi-National Travel Trends
Q18. Was budget a primary factor when you were researching/ booking your last trip?
Total (n=11,008)
HOW TRAVELERS SPEND
At least a third of the traveler’s budget is allocated to hotel and flight, with food closely following
Proportion Spent On
Hotel 27% 18% 34% 25% 31% 31% 23% 23% 24% 23% 24%
Flight 20% 15% 14% 24% 20% 17% 18% 25% 20% 20% 22%
Food 17% 16% 18% 17% 16% 16% 16% 16% 18% 18% 17%
Transportation 10% 11% 14% 10% 10% 8% 12% 9% 10% 11% 11%
Alternative
4% 5% 1% 3% 3% 6% 7% 4% 4% 4% 4%
Accommodations
Other 3% 4% 3% 3% 3% 4% 4% 5% 2% 3% 3%
11
Expedia Group Media Solutions – Multi-National Travel Trends
Q20. What proportion of your travel budget did you spend on each of the following?
Total (n=11,008)
OTAs & SEARCH ENGINES TOP FOR PLANNING
Travel review/comparison sites also ranked highly, while Chinese travelers preferred social and blog sites
60%
40%
20%
0%
Online Travel Agency Search Engines Travel Review Sites Comparison Travel Sites Airline Sites
60%
40%
20%
0%
Hotel Sites Social & Blog Sites Destination Sites Alternative Accom Sites Car Rental Sites
80%
60%
40%
20%
0%
Online Travel Agency Airline Sites Hotel Sites Alternative Accom Sites Car Rental Sites
80%
60%
40%
20%
0%
100%
80%
60%
40%
20%
0%
100%
80%
60%
40%
20%
0%
The most value for my Anywhere that allows me "Bucket list" experiences "Off the beaten path" + Museums, historical sites
dollar to explore the outdoors recommendations from and arts & culture
and be active locals
EXPERIENCES
A once in a lifetime experience 150
129
While price is important, A place where I can vacation with friends 128
people make travel decisions Going somewhere for memorable pictures 127
250
200
150
100
50
0
Activities I will be doing on my trip A once in a lifetime experience The cultural experience
300
200
100
0
Lowest Price My food experience
80%
60%
40%
20%
0%
Deal or promotion Travel pictures posted by my Travel pictures posted by experts Blogs/articles about travel
friends (travel writers, bloggers, etc.) destinations
80%
60%
40%
20%
0%
Travel videos posted by my Travel videos posted by experts Hashtags of destinations I am Where celebrities travel
friends interested in
60%
40%
20%
0%
The deals advertised look The imagery in the ad The content in the ad is The ad includes helpful None of the above
appealing looks appealing informative reviews
80%
60%
40%
20%
0%
When looking for inspiration on When researching where to When booking the travel During my trip
where to travel travel
www.advertising.expedia.com