Trends in leisure travel are changing rapidly
19-09-22
TravelBoom, a leading data-driven digital marketing agency, has just released its Leisure Travel Trends Study 2022 report, having surveyed more than 2,000 travellers this year as part of extensive research on the topic.
By comparing their responses with those of a total of 90,000 participants in previous studies, the company has gained a comprehensive picture of how the industry is changing.
The agency's last major leisure travel study was conducted in 2019, so this year's report reveals much about how the planning and booking behaviour of leisure travellers has changed from pre-pandemic times.
Currently, some of the most impactful factors that are creating some surprising shifts in consumer mindsets, preferences and behaviour are the rising cost of travel, the overall economy, current COVID-19 concerns and technology tools.
"Leisure travel remains one of the hardest hit sectors in the post-pandemic period and consumers are acutely aware of inflation, lingering COVID-19 concerns, along with high expectations for destinations and accommodations," said Pete DiMaio, chief operating officer of TravelBoom. "Our annual leisure travel trends study allows us to better understand the consumer mindset and their buying journey so we can tailor our marketing strategies for greater impact."
More than a third of respondents said they may have to cancel existing holiday plans due to budget concerns. Fifty-six percent said high gas prices moderately or significantly affect their travel decisions. The main pain points that prevented respondents from booking trips in the first place were budget concerns (53%), transport costs (48%) and accommodation costs (45%).
In 2022, 46.3 per cent of respondents listed price as their top consideration when planning a holiday, up from 37.9 per cent in 2019. Along with the price of their stays, transport costs, amenities and loyalty programmes are among the factors that can influence travellers' selection.
The study found that 55 percent of people still consider COVID-19 risks before booking their trips. Among US leisure travellers, only 13.5% said that the pandemic continues to have a major influence on travel. However, 45% of Canadian travellers responded the same, demonstrating that COVID-19 continues to influence international travel.
The study revealed that 82% of travellers will not book a stay at an establishment without first consulting consumer reviews. "Reviews and social proof are the deciding points for booking a holiday," says the report. In fact, reviews are a persistent part of the buying process, with almost 40% of travel consumers consulting reviews at every step of holiday planning.
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