Tourism Breaking News
Travelers understand the power of their money and make choices that align with their own worldview. Travel advisors have an opportunity to help people connect with a trip that validates their own values.
According to recent Expedia Group research, most people (90%) look for sustainable options when shopping for travel, but many (70%) feel overwhelmed about how to be a more sustainable traveler. Advisors who understand sustainable travel can be an invaluable source for those actively seeking guidance about how to make more responsible travel choices.
The rise in sustainably can be a benefit for traveler providers, too. Nearly two-thirds of travelers (59%) are willing to pay more to make their trip more sustainable. Plus, nearly half (49%) will choose a less crowded destination to lessen the impact of over tourism. Expedia Group is proactively tracking travelers’ opinions about sustainability and will continue to publish additional research results to its Travel Agent Affiliate Program (TAAP) members.
Environmental protection is not the only personal value shaping travel. The healing effect of travel is also important for many who are searching for a sense of contentment and mental well-being. Whether it’s reconnecting with old friends, a nature retreat, a spa or digital detox, traveling for mental health is on the rise. In fact, Expedia Group research reveals that more than a third of travelers (36%) say they would trade a pay raise for more vacation days.
Finally, travelers value their financial safety. The uncertainty of the pandemic made flexibility and the ability to get a refund the most valued consideration when purchasing travel, even more than price. One in four people most value the ability to get a full refund across all travel experiences.
Price will always be a factor in travel decisions, but when we help design a trip that aligns with their values, travelers are more likely to have a meaningful experience that last a lifetime.
