New insights, data and research spanning 20,000 travelers
across 28 countries and territories combine to uncover the trends
that will shape the way we experience travel in the year ahead, and
beyond
NEW YORK, Oct. 20, 2020 /PRNewswire/ -- With few
facets of our lives and world unchanged by the unparalleled impact
of the Coronavirus (COVID-19) pandemic, travel too will be forever
re-shaped by this extraordinary moment in time. Innovation within
the travel industry will accelerate faster than ever to respond to
marked shifts in travel expectations and behaviors. Travelers will
look for a heightened level of travel safety and more sustainable
travel offerings, as well as evolve their preferences for where and
with whom they travel. Newfound appreciation for doorstep delights
will endure alongside an abiding love of the far flung, and
travelers will find new ways to blur the lines between work and
travel. All of which will catapult a demand for deeper value from
the trips we book in the future.
Digital travel leader Booking.com has combined research from
more than 20,000 travelers across 28 countries and territories*
with insights from proprietary search and endorsement data as well
as over 20 years of travel expertise to reveal nine predictions for
the future of travel - in the coming year and beyond. With over
half (53%) of global travelers responding that they won't be
comfortable traveling until a Coronavirus vaccine or treatment is
in place, it may be a long time before we experience the world as
freely as we did previously, but the industry will continue to
adapt at pace, satiating our appetite to travel whenever it's safe
to do so.
1. WANDERMUST
Amidst new waves of travel hiatuses, restrictions and continued
uncertainty, our innate human desire to travel has not been
dampened. During recent lockdowns almost two-thirds (65%) of
American travelers reported being excited about traveling again,
while 74% indicated they are more appreciative of travel and will
likewise not take it for granted in the future. Travelers also
report that they plan to take a similar number of trips both
domestically and internationally in the 12 months after travel
restrictions are lifted in their country, as they did in the year
pre-pandemic (March 2019 -
March 2020).
Our time at home has made us crave the world outside more than
ever with half (51%) of US respondents asserting a heightened
desire to see even more of the world, and 46% wanting to travel
more in the future to make up for time lost in 2020. What's more,
almost a third (31%) intend to plan a trip to make up for a
celebration missed due to Coronavirus (such as a milestone birthday
or wedding), while two fifths (41%) intend to rebook a trip they
had to cancel. With this, we can expect travel companies to get
creative in 2021 with new itineraries and recommendations designed
to capture the imaginations of travelers who missed out on trips in
2020 and who will be looking for somewhere stunning to explore to
make their next trip more meaningful.
2. VITAL VALUE
The financial legacy of Coronavirus will inevitably see people
demand more bang for their buck in the future. 62% of American
travelers will be more price conscious when it comes to searching
and planning a trip in the future and 51% are more likely to hunt
down promotions and savings, behaviors that we predict will last
years.
But the value consumers expect will go beyond price tags with
three-quarters (73%) stating they want travel booking platforms to
increase their transparency about cancellation policies, refund
processes and trip insurance options. Furthermore, 47% consider
refundable accommodation a must-have for their next trip, as do
almost half (41%) when it comes to the flexibility to change dates
without being charged.
And while travelers are keen to support the industry in its
recovery (61%) and want their future bookings to help rebuild
communities around the world (60%), they will expect a lot more
from the travel industry in return. The industry will need to come
together to respond inventively to offer deeper value, better
choice, increased flexibility and transparency as well as more
thoughtful experiences for tomorrow's travelers as they scrutinize
spend in 2021 and beyond.
3. FAMILIARISTS NOT
TOURISTS
In a new Coronavirus world, local travel has risen to the fore
as it remains easier, safer and happily often more sustainable.
Looking ahead, staying closer to home and becoming familiarists
rather than tourists will continue to be at the forefront of travel
agendas. Half (50%) of Americans still plan to travel within their
own country in the medium term (7-12 months' time), with 47%
planning to do so in the longer term (in over a year's time). When
it comes to local travel, 40% plan to explore a new destination
within their home region/country and 41% will take the time to
appreciate the natural beauty of their home country, while -
locally or not, over half (57%) intend to travel somewhere they've
already been previously for its familiarity.
Doorstep delights offer both cost and time savings to which
destinations and accommodations will respond by offering more
historic and cultural heritage tours to educate and entertain
visitors, as well as vying for tourists' affections through
original offerings such as guest chefs and bespoke cocktails. With
use of Booking.com's 'pet-friendly' filter more than doubling since
the start of travel restrictions**, new and furrier breeds of
travelers will also increasingly need catering for as we look
ahead. All this in turn will fuel a Renaissance of road trips to
explore forgotten local gems, a renewed passion to support local
business and communities as they seek to rebuild, and inspire a
newfound sense of pride in the history and beauty that's just
around the corner.
Travelers will not write off the love of long-haul getaways,
though. Appreciation for familiarity will sit alongside enduring
love and anticipation of longer-haul travel as almost one in five
(18%) Americans intend to travel to the other side of the world by
the end of 2021, compared to only 7% by the end of 2020.
4. SEARCH
ESCAPISM
Our appetite to consume travel content, get creative with our
travel plans and share our travel dreams with each other will
continue to grow exponentially over the coming year. Seeking
comfort and distraction during weeks in lock-down, the overwhelming
majority (94%) of US travelers spent time looking for vacation
inspiration, with over a third (38%) looking at potential travel
destinations as often as once a week. As restrictions continue to
ebb and flow, we can expect destinations and accommodations to come
up with even more inventive ways to capitalize on travelers'
heightened desire to escape reality and connect them with the
experiences that await – from accommodations revamping their social
media presence by leveraging content created by influencers who
visited pre lockdown, to local tourist boards creating inspiring
Computer Generated Imagery (CGI) content to visually showcase the
best these places have to offer.
Yet, social media is not the only source of inspiration for
global travelers when day-dreaming about their next trip, with 37%
also opting to have a good old-fashioned chat with friends and
family to spark their travel creativity. In addition, about
one third (32%) of people feel nostalgic looking through old
photographs from previous vacations to help them decide on a future
trip, recognizing that analog inspiration will also have a
recognizable resurgence on our social media feeds. While we will
see heightened mindfulness about how, where and when we share our
traveling experiences in a more restricted and evolving
environment, the benefits we derive from exchanging stories, when
it's been safe to travel, will fuel new trends in sharing and
connecting. Think fab new takes on vintage vacay pics and seamless,
innovative ways for travelers to share tips for their entire trips
with interactive, shareable itineraries for their friends and
families.
5. SAFETY CLEANS
UP
A majority of American travelers (80%) will take more
precautions due to Coronavirus and will look to the travel industry
to help them gear up for this new normal. Governments, travel
associations and providers will have to work cohesively to set
consistent standards to help keep travelers safe, and with
expectations heightened, some destinations and businesses will need
to work harder to regain travelers' trust. 60% of travelers will
avoid certain destinations and 73% expect tourist attractions to
adapt to allow for social distancing. At the same time, 68% will
only book a particular accommodation if it's clear what health and
hygiene policies it has in place, with three-quarters (75%)
favoring accommodations that have antibacterial and sanitizing
products.
Short-term there will also be a change in transport preference
and provisions, with two-thirds (67%) opting to avoid public
transport for fear of contracting Coronavirus. This will cause a
longer-term shift in how people will travel to and around their
vacation destinations, with more people choosing to rent or drive
their own car. The 'new normal' will also see travelers prioritize
and adhere to increased health and safety measures, with many
becoming second nature sooner than we think. Just as we have become
accustomed to traveling without liquids in our carry on luggage and
removing shoes to go through airport security, almost two-thirds
(63%) will accept traveling to destinations that have health spot
checks on arrival and 62% will accept wearing a mask in public.
Quarantine measures will remain less popular with far fewer (32%)
travelers willing to accept these in order to travel to a
particular destination.
6. IMPACT
AWAKENING
With almost half (44%) of US travelers wanting to travel more
sustainably in the future, we expect to see a more eco-conscious
mindset in 2021 and beyond, as Coronavirus has amped people's
awareness about their impact on the environment and local
communities. Almost two-thirds (63%) expect the travel industry to
offer more sustainable travel options and travelers will
consequently visit alternative destinations in a bid to avoid
traveling during peak season (48%) and overcrowding (46%). This
desire also means that 70% will stay away from crowded tourist
attractions, indicating that destinations will need to adapt new,
smart crowd management measures to appease travelers visiting their
country.
Additionally, the impact of Coronavirus has inspired almost half
(46%) of travelers to consider reducing waste and/or recycling
their plastic when traveling once all travel restrictions are
lifted, showing that people are not just committed to protecting
themselves, but also the places they visit.
American travelers believe that the industry must adapt to this
sustainable mindset for the long-term by offering more attractive
off-season travel packages (46%) and proposing alternative
destinations to prevent overcrowding (31%). There are also strong
signals for travel operators to be more transparent about how
travelers' money is being used to rebuild a community, paving the
way for more regenerative tourism. Two-thirds (66%) of respondents
indicate that they want their travel choices to also support the
destination's recovery efforts, and almost half (47%) want to see
how their money is going back into the local community.
7. BYE BYE 9 TO
5
Working remotely has irreversibly entered the mainstream during
the pandemic with the knock-on effect that people will look to take
longer trips in the future that more effectively combine work and
pleasure than ever before. No longer confined to five days a week
in an office and desperate for a change of scene from Working From
Home (WFH), we'll see a significant rise in the "Workcation," with
travelers looking to extend their vacation experience in new
locales by staying an extra week or two to work remotely - or
conversely factoring holiday around a stint of remote working.
Expect laptops to become even more of a mainstay in luggage than
ever before, and an attractive spot on which to rest them a
must-have when choosing where to stay.
Over a third (42%) of American travelers have already considered
booking somewhere to stay in order to work from a different
destination, while 44% would be willing to quarantine if they could
work remotely. Travel platforms and places to stay will
prioritize showcasing home office facilities and Wi-Fi speed in an
attempt to attract this new wave of digital nomads. Likewise, the
world of corporate travel will see increasing demand for privacy,
cleanliness and longer stays among those traveling for business,
requiring alternative accommodations to seriously up their
'work-friendly' game. While companies will undoubtedly reassess
their approach to business travel in the future, workers will
continue to maximise the trips they do take, with over half of
travelers (53%) saying they would take the opportunity to extend
any business trips to also enjoy leisure time at the
destination.
8. SIMPLE
PLEASURES
As we learn to live with the consequences of the pandemic in
2021 and beyond, travelers will be keen to embrace a new and
stripped-back way of experiencing the world. So much time spent in
our own homes with our loved ones has given birth to adjusted
travel priorities and a desire to enjoy more of our natural
resources. Use of simple pleasure-related endorsements such as
hiking (94%), clean air (50%), nature (44%) and relaxation (33%) on
Booking.com have increased since the start of the pandemic***,
while research shows that almost three in four of US travelers
(73%) will look to appreciate more simple experiences such as
spending time outdoors or with the family while on vacation. Over
three in five (61%) will seek out more rural, off-the-beaten-track
experiences to immerse themselves into the outdoors.
Considering the renewed emphasis on privacy, sufficient space
and personal control over cleanliness and hygiene, it is not
surprising that we will see travelers look for accommodation
'closer to home' with 45% preferring to stay in a vacation home or
apartment rather than in a hotel. Over half (54%) will opt to eat
in more as opposed to eating out at restaurants, so a well-equipped
kitchen will be essential for any vacation rental in the future.
Relaxing trips will also be high on the travel agenda in the 'new
normal', with half (50%) saying it was their preferred type of trip
followed by beach breaks (39%) and city trips (22%).
9. SPONTECHNAITY
Tech innovation will play a crucial role in rebuilding traveler
confidence and we will see the accelerated use of tech to adapt to
a new type of traveler. Tech will help us regain the spontaneity,
confidence and ease of times past, while at the same time help
people travel safely and responsibly. Already, 65% of American
travelers agree that technology will be important in controlling
health risks when traveling and 65% say that accommodations will
need to use the latest technologies to make travelers feel safe.
Almost half (47%) will want tech options to make last-minute
restaurant reservations and over half (55%) will want more
self-service machines instead of ticket desks. About half (52%) are
also excited about tech's potential to further personalize their
travel experiences in the future. This reliance on technology will
only continue to grow as tech proves its worth and becomes more and
more ingrained into our travel experiences.
The innovations we'll see next will bring even more change, with
enhanced online experiences influencing future travel behavior and
planning. Two in five (41%) would feel more comfortable about going
to an unknown destination if they could scout it out beforehand by
using virtual reality (VR). That being said, the real thing reigns
supreme with only 35% expecting to participate in more
virtual/online experiences run by tourist attractions, local tours
and workshops, proving that while we trust technology implicitly to
bring us more convenience, personalization and peace of mind, its
prime role will reside in being a conduit for, rather than a
replacement (yet), for seeing, feeling and tasting it for
yourself.
Arjan Dijk, Senior Vice
President and Chief Marketing Officer at Booking.com comments:
"2020 has been a year like no other and while it will be some time
before travel returns to pre-pandemic levels, all signs point to
the fundamental and enduring role that travel plays in all our
lives. It continues to bring moments of joy and inspiration to
people across the globe during times of uncertainty, whether
through dreaming and planning, or cherishing the trips we have been
able to take. Enhancing our understanding of one another and our
common desire to explore beyond the horizon, I believe that travel
has a unique potential to come back stronger than ever in the years
ahead as a primary driver of growth, equality and prosperity for
people everywhere. In the meantime, with our mission to make it
easier for everyone to experience the world, we will be there for
our customers offering the widest choice, great value and the
easiest experience from anywhere and on any device so travelers can
enjoy all of the unforgettable experiences this world has to
offer."
For a deeper dive into Booking.com trends for the future of
travel, visit
https://www.booking.com/articles/category/future-of-travel.html.
CONTACT DETAILS
For further information, contact the
Booking.com U.S. Press Office:
BookingUS@hs-pr.com
METHODOLOGY / NOTES TO EDITORS
*Research commissioned by Booking.com and conducted among a
sample of adults who have traveled for business or leisure in the
past 12 months and must be planning to travel in the next 12 months
(if/once travel restrictions are lifted). In total 20,934
respondents across 28 countries and territories were polled
(including from 999 USA, 496 from Canada, 497 from Mexico, 997 from Colombia, 999 from Brazil, 499 from Argentina, 995 from Australia, 499 from New Zealand, 999 from Spain, 996 from Italy, 996 from France, 999 from UK, 996 from Germany, 498 from Netherlands, 499 from Denmark, 499 from Sweden, 498 from Croatia, 1001 from Russia, 498 from Israel, 997 from India, 994 from China, 499 from Hong
Kong, 497 from Thailand,
496 from Singapore, 499 from
Taiwan, 997 from South Korea, 500 from Vietnam and 995 from Japan). Respondents completed an online survey
in July 2020.
**Based on the share of filter users who used the "pet friendly"
filter, comparing the average use of the filter across 2019.
***Based on endorsements left on Booking.com as part of
post-stay reviews. Insight based on endorsements that saw the
biggest increase in monthly usage between 1st April 2020 and 11th
September 2020, compared to the average monthly endorsements
between January 2019 and February 2020.
About Booking.com:
Founded in 1996 in Amsterdam,
Booking.com has grown from a small Dutch startup to one of the
world's leading digital travel companies. Part of Booking Holdings
Inc. (NASDAQ: BKNG), Booking.com's mission is to make it easier for
everyone to experience the world. By investing in the technology
that helps take the friction out of travel, Booking.com seamlessly
connects millions of travelers with memorable experiences, a range
of transportation options and incredible places to stay - from
homes to hotels and much more. As one of the world's largest travel
marketplaces for both established brands and entrepreneurs of all
sizes, Booking.com enables properties all over the world to reach a
global audience and grow their businesses. Booking.com is available
in 44 languages and offers more than 28 million total reported
accommodation listings, including more than 6.5 million listings
alone of homes, apartments and other unique places to stay. No
matter where you want to go or what you want to do, Booking.com
makes it easy and backs it all up with 24/7 customer support.
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SOURCE Booking.com