2022 TOP GLOBAL TRAVEL TRENDS
This month, Zapwater Communications, in partnership with PR consultancy group Travel Lifestyle Network (TLN), released the world’s largest survey of global travel trends comprised of responses from 179,446 people in 28 countries during the first quarter of 2022. The survey highlights today’s post-pandemic state of travel, consumers’ view of the industry, and global insights by market.
GLOBAL TRAVEL TRENDS
The Global Travel Trends report was compiled for TLN by travel think tank Thrive and market intelligence firm AudienceNet. It includes both qualitative interviews and the analysis of survey responses from 179,446 people in 28 countries during the first quarter of 2022, conducted by Global Web Index (GWI).
As an agency that works with hotels, resorts, airlines, and global destinations, Zapwater will leverage the data from these results to better inform our customized approach to media relations, influencer marketing, social media, and digital strategies for our roster of local, national and global travel clients.
STATE OF TRAVEL TODAY - GLOBAL WANDERLUST
One core theme and trend from the survey results was wanderlust and consumers’ desire to see the world both near and far. The data shows a clear appetite among global travelers for new experiences, culinary adventures, and a change of scenery.
Asked if they were “someone who likes to explore the world,” consumers were highly positive in all survey regions: Middle East and Africa (60%); North America (51%); Europe (49%); Asia-Pacific (44%); and Latin America (43%.)
However, alongside the enthusiastic desire to travel, the report highlights how the rising cost of living and inflation on a global scale is influencing travel decisions today. Consumers are seeking value-for-money when booking leisure trips, which will remain a key differentiator to attract consumer spend throughout the remainder of 2022 and into early 2023.
CONSUMER VIEWS ON THE STATE OF TRAVEL - COST IS KING
When consumers were asked what factors tend to influence their decision as to where they plan to travel, value-for-money emerged as the number one consideration (26%); followed by having a relaxing experience (21%); the weather/time of the year (20%); a cultural experience (15%); a once-in-a-lifetime experience (15%); being able to visit friends/family (13%); and good facilities for children/families (12%).
With value ranked as consumers’ top decision-making factor, and inflation rates soaring in many countries, the travel industry needs to contend with consumer concerns relating to the price of travel. Affordability is likely to have a significant impact on travel-related purchases in the second half of 2022 and into 2023.
Survey respondents were also asked what they had missed most during the pandemic and cited exploring new places (40%); a change of scenery (37%); spending time with loved ones (32%); relaxing or sunbathing (25%); and eating different foods (23%).
UNITED STATES TRAVEL INSIGHTS: AMERICANS WILL HIT THE ROAD CLOSE TO HOME
Americans want to hit the road. According to the survey, 49% of respondents in North America have a high interest in traveling with a current preference of domestic destinations over international.
Twenty percent plan to purchase a domestic vacation in 2022, with domestic long weekends and road trips particularly popular in the U.S. (32% respectively intend to book these types of vacations).
Country/rural escapes (33%), road trips (33%), and long weekend domestic getaways (32%) are the most likely options to be booked in 2022 in the U.S.
Vacations abroad, on the other hand, are less popular, given the diversity of travel experiences available to residents of the U.S. This finding means that international destinations, hotels, airlines, and resorts will need to take great strides to persuade travelers abroad, with an emphasis on value, relaxation, and connectivity to friends and family.
NORTH AMERICA AIRLINE TRENDS: PURCHASES PICKING UP
The good news is airline ticket purchasing is showing signs of recovery with a +5% increase in 2022 to date.
The top five North American airlines considered for both business and leisure flights are consistent across the two categories, with the difference emerging only in the order in which they are ranked.
Currently, the top five airlines considered by business travelers are American Airlines (17%), Delta and United Airlines (tied at 15%), Southwest Airlines (11%), and JetBlue (8%).
The top five airlines as considered by leisure travelers are Delta (42%), followed by American Airlines (42%) and United Airlines (40%) respectively.
GENERATIONAL INSIGHTS: MILLENNIALS ARE RE-EMBRACING TRAVEL MOST ENTHUSIASTICALLY OF ALL GENERATIONS
One key takeaway from the survey are generational trends when it comes to purchasing vacations. Before the pandemic, this was relatively equal across Millennials, Gen X and Baby Boomers. However, 2022 shows that travel recovery is faster and more prominent amongst Millennials and Baby Boomers when compared with Gen X.
FINAL 2022 GLOBAL TRAVEL TRENDS
The total number or participants from the U.S. was 32,886 or approximately 18.3% of the data pool and representative of each respective country’s online population, between the ages of 16-64 years.
Looking for more global travel insights for your brand? Email us to schedule a call to review your PR, influencer marketing, and integrated communications needs, and comment below with your thoughts on the results from the survey and your personal perspectives on the industry moving forward!
VALUE FOR MONEY
As mentioned above, value for money is likely to become a key factor for travel decision making. With inflation and rising costs of living, the industry must consider affordability as one of the most important offerings. In fact, 26% of respondents said it was the leading factor shaping decisions about where to travel for vacations.
2022 GLOBAL TRAVEL TRENDS
Overall, the report highlights how the rising cost of living is influencing travel decisions today. Consumers are seeking value-for-money when booking leisure trips, and a key differentiator to attract consumer spend in the remainder of 2022 and even into early 2023.
Looking for more global travel insights for your brand? Email us to schedule a meeting to review your PR, influencer marketing, and integrated communications needs moving forward.
Also, comment below on your thoughts on the results from the survey and your personal perspectives on the industry moving forward.
