Thursday, July 29 2021
New research has revealed that World Travellers, as Covid is gradually brought under control, have a different set of priorities. The OTA has published its Traveller Value Index based on the views of thousands of travellers across eight countries examining what their expectations are as travel starts to return.
Tourists are looking for new experiences and are likely to favour brands that meet their expectations in terms of personal values like sustainability and inclusivity. There was a shift from conventional thinking that price was everything as Financial security and safety ranked as the highest priorities for travellers.
One in four travellers most valued the ability to get a refund, particularly in the airline (26%) and holiday rental (26%) sectors followed by enhanced cleaning and disinfection. This highlighted a need for travel providers to clearly communicate cancellation policies and cleanliness measures to ease anxieties and build confidence.
The Traveller Value Index factors shaping booking decisions:
Nearly one in five respondents globally (18%) said they expect travel to be the activity they spend most on in 2021, on par with major spending items such as home renovation (18%) and ahead of entertainment (12%), buying or taking care of a car (11%), or healthcare (11%).
More than third (36%) say they would trade a pay raise for more holiday entitlement.
Sixty percent responded that they are opting for domestic travel in the short-term, however, they plan to get away more often, nearly half (41%) wanting more frequent, shorter, trips.
More than a quarter (27%) said they are considering a trip to another country in the next year and 71% were comfortable showing a vaccine passport to travel overseas.
New and different experiences are being prioritised over nostalgic destinations, according to the results of the research with 75% saying they are likely to select a travel destination they’ve never been to before.
And more than half (52%) said they are likely to use a new mode of transportation, and nearly a quarter (22%) said they are looking for a once-in-a-lifetime experience on their next trip.
The index also found travellers want to make value-based decisions that reflect their own personal views like supporting sustainable practices.
Nearly three in five (59%) said they would be willing to pay higher prices to make their trip more environmentally sustainable.
And 65% said they are more likely to book with travel providers that have inclusive policies like properties owned by women and/or people from the BAME community, are welcoming to LGBTQIA+ guests, and are supportive of people with disabilities.
Travel is changing and the Service Providers who sold discount holidays and got away with poor service are going to struggle over the coming weeks on Lets the Good Times Roll on Global Radio 1 Richard J Hannah will be talking to Service Providers about what they offer.