SEATTLE, Nov. 17,
2022 /PRNewswire/ -- For the first time, Expedia
Group unveiled a comprehensive view of traveler trends across
Expedia®, Hotels.com and Vrbo and the broader
travel industry in 2023. Sourced from the company's first-party
data, and from custom research of thousands of travelers and
industry professionals across 17 countries, these top travel trends
prove there is no "one-size-fits-all" approach to travel in
2023.i Instead, these trends point to a year
defined by the "no-normal."
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9084351-expedia-2023-travel-trends/
"When we look at Expedia, Hotels.com, and Vrbo data together, we
see a detailed and robust picture of travel into 2023," said
Jon Gieselman, president, Expedia
Brands. "We're seeing a surge in trips to culture capitals, a new
wave of interest in wellness retreats and a spike in demand for
outdoor destinations beyond just beaches and mountains — not a new
normal but people branching out to unexpected trends in what we're
calling the 'no normal'."
Unexpected Travel Trends in
2023
Expedia: Set-Jetters
Booking a trip after binging a popular new series will become
serious business in 2023. Expedia research confirms that streamed
movies and TV shows are now the top sources of travel inspiration
(40%), outpacing the influence of social media (31%). Furthermore,
the small screen is now considered on par with recommendations from
friends and family when it comes to travel inspiration.
- In the US, more than two-thirds (68%) of travelers considered
visiting a destination after seeing it in a show or movie on a
streaming platform, and a whopping 61% booked a trip.
- The top set-jetter destinations include New Zealand, with its landscapes featured in
one of this year's most epic series, followed by the
UK, Paris, New York and the
stunning beach resorts of Hawaii.
Expedia: Culture
Capitals
National parks and rural retreats have had big moments these
past two years. Now, it's time for cities to see a comeback. Based
on traveler demand, most of the destinations seeing the largest
increases are culture-rich cities where art and culture festivities
are getting back to full swing. Check out the Edinburgh Fringe
Festival in Scotland, plan a trip
to WorldPride in Sydney or bask in
the cherry blossoms in Tokyo. In
the Expedia app, culture capitals are calling:1
- Edinburgh, Scotland
- Lisbon, Portugal
- Tokyo, Japan
- Dublin, Ireland
- New York, US
- Sydney, Australia
- Dubai, UAE
- Montreal, Canada
- Munich, Germany
- Bangkok, Thailand
Hotels.com: Three-star
Superstars
Travelers are seeking smarter ways to see the world, without
compromising on comfort or cool factor. In the US, nearly a third
(32%) of travelers are more concerned with value for money than
ever before. Hotels.com data shows interest is up more than 20%
globally in three-star hotels.2
In 2023, 40% of US travelers plan to stay in 1–3-star hotels and
34% plan to book a vacation with added value inclusions, such as
free parking or breakfast. Showing a shift in mindset from the
post-pandemic bucket-list mentality and moving towards a more
spontaneous approach, one-third of travelers would rather go on
more trips in three-star properties than splurge on one big luxury
getaway. Fewer stars do not mean lower standards, however. Many
properties, such as Una Vida in
Mexico or Mama Shelter in
Paris, offer excellent amenities,
stylish interiors and unique vibes as a standard.
Hotels.com: New Wave
Wellness
According to Hotels.com, more than half (53%) of Americans are
seeking wellness breaks but cite boredom for traditional retreats
and want to experience something more exciting in 2023. Millennials
are the top drivers of this, as 60% of 25-34-year-olds are seeking
out alternative wellness getaways. Most travelers want to explore
new offerings in the US. However, Gen Z has a different view and
would prefer to book an adventure to Norway, Turkey, Switzerland, Iceland and Sri
Lanka.
To capture this awakened market, hotels such as the Loire Valley
Lodge in France and Whitepod
in Switzerland are offering
advanced rejuvenation programs and hands-on activities that
encourage travelers to get up close and personal with nature. The
quirkier the activity the better. Sylvotherapy, forest bathing and
fruit harvesting are more popular than classic activities like
cooking courses, sport holidays and meditation sessions.
Hotels.com: Hot new hotel openings
around the world
New hotels that cater to evolving traveler needs are opening
around the world. These properties offer far more than a place to
sleep, with destination restaurants, co-working spaces, and
beautiful interiors as standard. From an art-filled social hub in
London to unbridled luxury in
Rome, these are the most exciting
hotels to have on your radar in the year ahead, according to
Hotels.com:
- La Palma | Capri, Italy
- 100 Princes Street | Edinburgh,
UK
- Ikos Odisia | Corfu,
Greece
- Celestial Suites | Kefalonia, Greece
- 1 Hotel Hanalei Bay | Princeville, Kauai
- Four Seasons Resort Tamarindo | Tamarindo, Mexico
- Alila Kothaifaru Maldives | Maldives, Indian Ocean
- Six Senses | Rome, Italy
- Atlantis The Royal | Dubai,
UAE
- art'otel London Battersea Power Station | London, Great
Britain
Vrbo: Foodie-menities
Kitchen credentials are a must, with travelers looking to plate
up at their own convenience in a private Vrbo vacation home.
Outdoor kitchens, pizza ovens and air fryers are the top three
foodie-menities travelers crave. Additionally, nearly half of US
travelers (43%) are using cooking to cut down on costs.
Travelers are looking for preferred amenities in their whole
home vacation rentals rather than focusing on location. In fact,
more than half (57%) of travelers would rather book a unique
vacation home to be with their people in a lesser-known destination
than a less interesting, less equipped vacation home in a popular
area.
Vrbo: Cowboy-cations
Rustic getaways are on the rise, as travelers crave private
vacation homes with abundant space and exhilarating views. Cue the
cowboy-cation, offering an intimate escape in the rugged
wilderness. Demand for Vrbo homes in US western destinations
increased by more than 30% from September
2021 to August 2022, as
travelers seek to reconnect with nature.3 Plus, 42%
of US travelers find inspiration in outdoorsy destinations and
mind-blowing landscapes. Think log-lined cabins, flickering fires
and sweeping vistas.
Travelers can live out their western fantasies by booking a
luxurious lodge, ranch retreat or farmhouse that fits the whole
crew. Destinations across Montana,
Colorado and other western states
spring readily to mind, but the cowboy-cation is not confined to
the US. For a home on the range in Europe, travelers are booking converted barns
and farmhouses in the countryside of Italy, Spain,
France and the UK. Thrill-seekers
can also embrace their inner cowboy in Australia, where farmhouses in the outback
overlook acres of wineries and wild brush.
Vrbo: Hidden Gems
Travelers are also exploring unassuming locales and new places.
Top hidden gems in the US have one thing in common: beautiful
lakes, where travelers can take in tranquil views. Demand for
Vrbo's private vacation homes in each of these unconventional
destinations has increased by 30% or more since September 2021:4
- Nampa, Idaho
- Greensboro, North
Carolina
- Layton, Utah
- Irmo, South Carolina
- Oneonta, New York
- Hampton, Virginia
- Bristol, Rhode Island
- Spokane, Washington
- Las Cruces, New Mexico
- Missoula, Montana
Travel in 2023 will be about saying "no" to normal, breaking
routines and searching for experiences without compromises. Whether
it's flying to those once-in-a-lifetime events or hosting group
celebrations at a holiday home, travelers are no longer adapting to
the next new normal, but creating their own status quo
altogether.
An optimistic industry pushes
forward
For the first time, the 2023 travel trends are being released at
the same time as insights from industry professionals, from
airlines to hotels to vacation rental hosts and more. In a tailored
report for travel partners, Expedia Group reveals the ways that the
pandemic forever changed travel. The research shows the highest
levels of optimism since 2020. Most professionals expect leisure
(71%) and business (70%) travel to return to pre-2020 levels within
two years. While travelers looking for a change of scenery kept the
industry afloat during the pandemic, all eyes are on the return of
international and business travel. In fact, more than half (51%) in
the industry say business is their organization's highest priority
in 2023.
Another insight from industry professionals shows travelers are
choosing options aligned with their personal values such as
sustainability, inclusivity and accessibility. Most travel
businesses (60%) made changes in the last year to ensure their
services are inclusive and accessible. In fact, sustainability is
tied with marketing as the highest area of investment for 2023,
with one in five industry professionals saying they plan to invest
in sustainability next year.
For the full industry report on insights and actions for travel
partners, download the Traveler Value Index 2023 here.
For the full consumer report on The No-Normal; Unexpected Travel
Trends in 2023, go to https://www.expedia.com/2023traveltrends.
About Expedia
Group
Expedia Group, Inc. companies power travel for everyone,
everywhere through our global platform. Driven by the core belief
that travel is a force for good, we help people experience the
world in new ways and build lasting connections. We provide
industry-leading technology solutions to fuel partner growth and
success, while facilitating memorable experiences for travelers.
Our organization is made up of three pillars: Expedia Product &
Technology, focused on the group's product and technical strategy
and offerings; Expedia Brands, housing all our consumer brands; and
Expedia for Business, consisting of business-to-business solutions
and relationships throughout the travel ecosystem. The Expedia
Group family of brands includes: Expedia®, Hotels.com®, Expedia®
Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®,
Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media
Solutions, CarRentals.com™, and Expedia Cruises™.
For more information, visit www.expediagroup.com. Follow us on
Twitter @expediagroup and check out our LinkedIn
www.linkedin.com/company/expedia.
© 2022 Expedia, Inc., an Expedia Group company. All rights
reserved. Trademarks and logos are the property of their respective
owners. CST: 2029030-50
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1 Based on global lodging demand and interest on
Expedia, comparing data for travel spanning 2021 – 2023 to identify
the fastest-growing destinations as of September 30, 2022.
2 Based on interest for 1–3-star hotels from
January 1, 2021 – September 30, 2021 vs January 1, 2022 – September 30, 2022 across US, CA, MX, UK, FR, NO,
DK, SE, FI, JP and KR.
3 Based on Vrbo demand from September 1, 2021 – August 31, 2022
4 Based on Vrbo demand from September 1, 2021 – August 31, 2022
i Methodology
The No-Normal study was conducted on behalf of Expedia Brands
(Expedia, Hotels.com, Vrbo & Wotif) by OnePoll, a global
strategic research firm. The survey was conducted online from
September 22 – October 14, 2022, across North and South America, Europe, and Asia-Pacific using an amalgamated group of
best-in-class panels. The study was conducted among 24,000
respondents across 17 countries, amongst adults who are planning
domestic or international travel in the next 36 months.
The Traveler Value Index (consumer) research was conducted by
Wakefield Research among 11,000 nationally representative adults
ages 18+ in eleven markets (Australia, Brazil, Canada, France, Germany, Japan, Mexico, South
Africa, South Korea, the
United Kingdom, and the United States) in June-July 2022, using an email invitation and an
online survey. The data was weighted to ensure reliable and
accurate representation. The overall margin of error for this study
is +/-.93 at the overall level and +/-3.1 in each market, at 95%
confidence.
The Traveler Value Index (industry professional) research was
conducted by Wakefield Research among 100 travel professionals each
in 11 markets (Australia,
Brazil, Canada, France, Germany, Japan, Mexico, South
Africa, South Korea, the
United Kingdom, and the United States) in June-July 2022, using an email invitation and an
online survey. Results of any sample are subject to sampling
variation. The magnitude of the variation is measurable and is
affected by the number of interviews and the level of the
percentages expressing the results. For the interviews conducted in
this particular study, the chances are 95 in 100 that a survey
result does not vary, plus or minus, by more than 3.0 percentage
points for the total 1,100 respondents, and 9.8 percentage points
for the 100 respondents in each country, from the result that would
be obtained if interviews had been conducted with all persons in
the universe represented by the sample.
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SOURCE Expedia.com, Hotels.com and Vrbo