Expedia Media Solutions Releases New
Multi-National Study Comparing Motivations, Mindsets and Shopping
Habits of Travelers from Eight Countries
A new study commissioned by Expedia® Media Solutions, the
advertising arm of the Expedia group, and conducted by Northstar
Research Partners, explores the motives and behaviors of travelers
across eight countries to uncover travel trends. Released today at
the DMAI Annual Convention, the Multi-National Travel Trends study
provides a snapshot of the preferences, priorities, attitudes and
influences of online travelers from Australia, Canada, China,
France, Germany, Japan, the U.K. and the U.S.
The study shows that overall travelers are open-minded about
destination choice and seeking information from a variety of
sources. Across all eight countries, at least 50 percent of
travelers are undecided on a destination and are looking for help
and inspiration during the planning and booking process, and more
than 65 percent of travelers said they are influenced by
informative content from travel brands or destinations. Online
travel agencies (OTAs) and search engines are leading resources
during the planning phase, and 44 percent or more travelers booked
their trip on an OTA.
More than 60 percent of travelers said budget was a primary
factor and indicated that they look for deals before making a
decision. The study also revealed that loyalty programs are less
influential than deals, reviews, brand content, and conversations,
and travelers from different countries are seeking inspiration from
varying sources during the booking journey.
“While most travelers have a travel budget in mind and are
actively looking for deals and promotions, the study reveals
variances by country in terms of how and where their budget is
spent, and travelers ultimately prioritize activities and
experiences over price,” said Andrew van der Feltz, Senior
Director, EMEA & APAC for Expedia Media Solutions. “Since more
than 50 percent of travelers aren’t set on a destination, they’re
seeking inspiration and informative content during the planning
process. By looking at the specific priorities, influences and
shopping habits of travelers in each country, marketers can
understand how and when to reach their target demographic.”
Not All Vacations Are Created Equal
The number of trips taken each year, and the trip duration, vary
widely by country. Australian, French and German travelers take
four or fewer trips per year, but maximize vacation time by taking
lengthy vacations – lasting on average about 10 days in duration.
On the other end of the spectrum, Japanese travelers may be
suffering from vacation depravation; they take more than four trips
a year, but their trip lasted just over three days, well below the
average duration of nearly eight days. U.S. travelers fall in the
middle of the pack, with more than four trips per year, averaging
about seven days in length.
Relaxing, Sight-seeing and Visiting Family Are Top Trip
Types
Relaxing trips are popular across all countries, except in
Japan, where sight-seeing ranked number one with 61 percent of
travelers. More than 50 percent of travelers from China, Germany
and France took a relaxing trip in the past year. Visiting family
was the most popular trip type with Australian, U.S. and Canadian
travelers, whereas Chinese and Japanese travelers took more family
play vacations than trips to visit family.
Spending Big on Hotels, or Saving for Shopping?
Despite the growth of the sharing economy, hotels are the top
accommodation choice globally, according to the study – at least 50
percent of travelers stayed in a hotel on their last trip. Japanese
travelers are the biggest hotel spenders, allocating nearly 35
percent of their budget to hotels, followed by German and British
travelers who also spend over 30 percent of their budget on hotels.
Chinese travelers allocate less than 20 percent of their budget for
hotels and save nearly fifty percent of their budget for shopping,
food and attractions. Across all other countries, at least one
third of the budget is allocated for shopping, food and attractions
or tours.
Advertising Strategies Are Not One-Size Fits All
Over 65 percent of travelers from all countries and more than 80
percent of American, British, Canadian and Chinese travelers are
influenced by informative content from brands or destinations, but
advertising strategies should be tailored by country. Advertising
featuring deals are most likely to influence Americans, Canadians
and Australians, whereas Chinese travelers are looking for ads with
appealing imagery and informative content. At 48 percent, both
French and German travelers place equal value on appealing deals
and imagery.
From Celebrities and Experts to Deals and Promotions, Social
Media Influences Vary by Country
Chinese travelers are by far the most likely group of travelers
to be influenced by social media, followed by Americans and
Canadians. Only eight percent of Chinese travelers said social
media does not influence their decision-making process, which is in
sharp contrast to Japanese travelers, where nearly 60 percent said
social media is not influential.
More than 50 percent of American, Australian, British and
Canadian travelers said that social content featuring deals and
promotions influences their decision-making process, whereas
Chinese travelers are influenced by travel videos posted by their
friends, blogs and articles about destinations, and celebrity
travel.
More Multi-National Marketing Insights
For more findings and insights that marketers can leverage to
better reach, engage and convert travelers from these countries
around the world, and to view the full study, please visit:
http://bit.ly/multinational-travel-trends
About Expedia Media Solutions
Expedia Media Solutions, the advertising arm of the Expedia
group, offers industry expertise and digital marketing solutions
that allow brands to reach, engage and influence its qualified
audience of travelers around the world. Through its vast network of
leading travel brands and global points of sale, Expedia Media
Solutions provides partners with proprietary data-driven insights
about traveler behaviors during every stage of the purchase
journey, along with dynamic advertising solutions, to deliver
strategic campaigns and measurable results. For more information,
visit www.advertising.expedia.com.
About the Expedia group
The Expedia group (NASDAQ: EXPE) is the world’s largest online
travel company, with an extensive brand portfolio that includes
leading online travel brands, such as:
- Expedia.com®, a leading full-service
online travel brand with localized sites in 33 countries
- Hotels.com®, a leading global lodging
expert operating 89 localized websites in 39 languages with its
award winning Hotels.com® Rewards loyalty program
- Expedia® Affiliate Network (EAN), a
global B2B brand that powers the hotel business of hundreds of
leading airlines, travel agencies, loyalty and corporate travel
companies plus several top consumer brands through its API and
template solutions
- trivago®, a leading online hotel search
platform with sites in 55 countries worldwide
- HomeAway®, a global online marketplace
for the vacation rental industry, which also includes the Abritel™,
FeWo-direkt™ and BedandBreakfast.com® brands, among others
- Egencia®, a leading corporate travel
management company
- Orbitz.com® and CheapTickets.com®,
leading U.S. travel websites, as well as ebookers®, a full service
travel brand with websites in seven European countries
- Travelocity®, a leading online travel
brand in the U.S. and Canada delivering customer service when and
where our customers need it with the Customer First Guarantee
- Hotwire®, inspiring spontaneous travel
through Hot Rate® deals
- Wotif Group, a leading portfolio of
travel brands including Wotif.com®, Wotif.co.nz,
lastminute.com.au®, lastminute.co.nz and travel.com.au®
- Expedia® Media Solutions, the
advertising sales division of the Expedia group that builds
creative media partnerships and enables brand advertisers to target
a highly-qualified audience of travel consumers
- CarRentals.com™, a premier online car
rental booking company with localized sites in 13 countries
- Classic Vacations®, a top luxury travel
specialist
- Expedia Local Expert®, a provider of
online and in-market concierge services, activities, experiences
and ground transportation in over a thousand destinations
worldwide
- Expedia® CruiseShipCenters®, a provider
of exceptional value and expert advice for travelers booking
cruises and vacations through its network of over 235 retail travel
agency franchises across North America
For corporate and industry news and views, visit us at
www.expediainc.com or follow us on Twitter @expediainc.
Trademarks and logos are the property of their respective
owners. © 2017 Expedia, Inc. All rights reserved. CST:
2029030-50
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version on businesswire.com: http://www.businesswire.com/news/home/20170711005438/en/
for Expedia Media SolutionsCasey Walters,
949.887.8205casey@craftedcom.com
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