Expedia Group says that after two years of enduring a global pandemic, people are putting a higher value than ever on travel and personal time.
The company has released a new report called Traveler Value Index: 2022 Outlook, based on a new study conducted among 5,500 adults across eight countries, combined with Expedia Brands proprietary data.
The report suggests that travellers have started to adapt to the realities of COVID-19, ranking flexible travel at the top of their priorities and focusing intently on travelling responsibly, including taking steps such as tipping industry workers more and choosing less crowded destinations to limit the effects of over-tourism.
Expedia says the report underscores the resilience of the industry, and reveals how travel companies can adapt to achieve a competitive advantage in a rapidly evolving environment.
"Travel is about to experience a year unlike ever before as people plan purpose-driven trips, value vacation time more, and up their investment in unique experiences," said Ariane Gorin, President, Expedia for Business.
"Still, travellers are preparing themselves for possible trip changes as COVID-19 persists, and they want an array of options at their fingertips. Travel companies that prioritize safety and wellbeing, innovative solutions, and transparent communication will be the clear leaders as the entire industry shifts from survival mode into accelerated demand and growth."
Canadian-specific findings from the Expedia study include:
-- More than 9 in 10 travellers (91%) plan to take a leisure trip in the next 6 months.
-- Nearly 3 in 4 (72%) Canadian travellers expect to take a trip by car over the next 12 months, with nearly 1 in 5 (19%) expecting to take a trip by cruise or ship.
-- More than half (54%) of Canadians say they are willing to pay extra fees so that their trip can be more sustainable.
-- More than half (55%) of Canadians say they will spend more on travel than prior to COVID-19.
Other interesting findings from the report include:
A big focus on travel for personal wellness.
The pandemic caused people to reflect on the importance of spending time with family and preserving their own personal wellbeing, Expedia says. Most people (81%) plan to take at least one vacation with family and friends in the next six months, and the majority are seeking quick doses of adventure, with more than three quarters (78%) expressing an interest in frequent short trips.
Similarly, the Expedia® 2022 Travel Trends Report found that nearly half (41%) of Canadian travellers are searching for a sense of contentment and mental wellbeing on their next trip.
The new world of work is changing traveller priorities.
As companies prepare to return to the office and evolve remote work policies, employees are looking to make greater use of their vacation time, and in some cases, combine work and play. More than half (56%) of those who often work remotely will take a "bleisure" style trip - extending a work trip for leisure, or vice versa.
Investment in travel will boom compared to pre-pandemic.
More than half (54%) of respondents say they plan to spend more on trips than they did prior to the pandemic. Two in five (40%) plan to use loyalty points for at least part of a trip in 2022, with Gen Z in the lead.
People will put a higher value on travelling responsibly.
Over half of people (59%) are willing to pay more fees to make a trip sustainable, and 49% would choose a less crowded destination to reduce effects of overtourism.
Nearly half (43%) will add in extra time for services and transit, helping to minimize long lines, stress on workers, and missed flights.
Travellers will be on the hunt for great deals and flexibility.
Almost all (84%) respondents agree that a discounted fee is influential when booking a flight online. A nearly identical percentage (83%) say flexible fare options are highly desirable.
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