For over a year we’ve been tracking and sharing indicators of how travelers look and rebook travel in quarterly reports based on insights from Expedia Group’s first-party data and custom research to inform partner marketing strategies ours. In our Q1 2022 report, we highlighted how the research windows were extending and the opportunities for our partners to rebuild, even reimagine travel, to meet the growing demand for sustainable travel options.
Now looking to the second quarter of 2022, while the travel industry faced additional challenges—including recession worries and chaotic airports—travelers remain undeterred, and are even looking to go further afield. Along with sustainability, people want to see travel options that are inclusive and accessible, as well as real commitments to welcoming travelers of all kinds and supporting local cultures and communities. Read on for key takeaways from our Q2 2022 Traveler Insights Report.
Travel inquiries remain steady
Travelers’ intention to leave remained strong as international travel restrictions continued to be lifted during the second quarter of the year.
After a 25% quarter-over-quarter increase between the fourth quarter of last year and the first quarter of 2022, travel search volumes globally remained stable in the second quarter. Regionally, we even saw double-digit growth between Q1 and Q2 – especially in APAC, which saw a 30% increase in the region.
Following the announcement on June 10 that the US is removing the pre-departure testing requirement for international air travelers, international searches globally were up 10% in the week of June 13, while searches from APAC and EMEA destinations were up by double digits. This is a strong signal that travel buyers continue to feel enthusiastic about making plans.
Travel intent drives growth in the 2-3 month search window
Compared to the first quarter, we saw search windows shorten in the second quarter globally, with searches in the 91 to 180 day window decreasing by more than 20% quarter over quarter. On the other hand, searches in the 0 to 90 day search window increased by more than 5% quarter over quarter. The 61- to 90-day term saw the largest increase at 15%.
This may be because the first quarter was when most travel buyers were planning their mid-year vacations, and the drop in stock volume in the second quarter was simply a stabilization. It may also be that travel buyers are biding their time, hoping that fuel costs—and thus flight prices—will come down. However, this also aligns with the findings of an April 2022 Expedia Group survey in which the majority of consumers who plan to travel within 12 months feel comfortable booking actual travel within 3 months of their trip.
Long-haul destinations are back
As we’ve seen in previous quarters, big cities and beaches remained popular around the world, but London and Paris proved particularly popular with travelers across all regions. In fact, London was the most booked city for travelers in APAC and EMEA and entered the top 10 for LATAM and NORAM. Paris, a trending city in our latest quarterly report, entered the global top 10 at number 7, and was also in the top 10 regional lists for all but North America.
We see long-haul destinations returning to demand for long-haul flights as well (flights 4+ hours or longer). In fact, we saw a more than 50% increase in global passenger demand for long-haul flights and an even stronger showing for flights from the US to Europe, which saw more than 100% growth from year to year.
Strong demand despite rising costs
In addition to demand for long-haul flights, we have seen steady growth in the accommodation sector, with demand for stable accommodation. After a strong first quarter, during which housing demand grew by double digits quarter on quarter, we saw more moderate growth in the second quarter, with APAC growth the strongest.
This strong demand for travel is despite rising costs. Compared to Q2 2019, the average global airfare increased by double digits, led by EMEA and APAC. This could be due to demand itself, rising fuel costs and an increase in longer-haul flights being booked.
Opportunity for inclusive travel
Enthusiasm for travel, even with rising costs and industry volatility, means there is an opportunity for travel marketers to inspire and engage. As shared in our Comprehensive Travel Insights Report, travelers are willing to pay more if travel options align with their values, especially around inclusion and diversity.
In a recent survey of 11,000 consumers in 11 countries, we learned that 7 in 10 would choose a destination, accommodation or transport option that is more inclusive for all types of travelers, even if it is more expensive, and 78% did a trip. choice based on promotions or advertisements that they thought represented them.
This means that travel brands must look for ways to ensure that their offerings – and their marketing – are inclusive and welcoming to everyone.
This usage data is just a sample of the insights you’ll find in the full report, based on Expedia Group’s more than 70 petabytes of traveler intent and demand data. To learn more, download the Q2 2022 Traveler Insights Report.
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About Expedia Group Media Solutions
Expedia Group Media Solutions is a global travel advertising platform that connects marketers with hundreds of millions of travelers across Expedia Group brands. With our exclusive access to more than 70 petabytes of Expedia Group’s traveler search and booking data, we provide advertisers with actionable insights, sophisticated targeting and full-funnel results reporting. Our suite of solutions includes display, sponsored listings, audience expansion, collaborative campaigns and custom creative campaigns – all designed to meet the objectives of our advertising partners and add value to travel buyers on our sites. global brands. With a consultative approach and more than 20 years of travel and media experience, we help our advertising partners inspire, engage and convert travelers for meaningful results. For more information, visit www.advertising.expedia.com.
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