New study reveals trends for the tourism market in 2022

Tripadvisor today released a new travel trends research paper, the world's largest travel guidance platform *, in partnership with Ipsos MORI, reveals how consumers plan to travel in 2022 and beyond, and how their attitudes have changed. and travel behaviors compared to before the pandemic. While external factors such as COVID-19 variants, international travel rules, and staff shortages may still pose existential threats to traveler behavior, year-end sentiment and search data shows continued demand. travel remains high. Who benefits from tourism demand? As travelers spend more, providers of cultural experiences (tours and attractions),tourism companies that cater to national audiences and companies that adhere to safety standards will win over the hearts and minds of travelers.

'Travel 2022: A Look Ahead combines consumer sentiment analysis, compiled by Ipsos MORI on behalf of Tripadvisor, through surveys in five markets top international and behavioral analysis of the first Tripadvisor participants. Search data: Discover various travel patterns, such as the average length of the planned trip for 2022 and the amount that travelers are looking to spend, based on searches they actively conducted on the Tripadvisor platform before the end of the year.

"Despite the new variants of COVID-19, consumers around the world still want to travel and explore. This is evident in our month-over-month search data showing a steady and healthy increase in page views after the holidays, "said Kanika Soni. , Chief Commercial Officer, Tripadvisor, Inc. "Travelers are rapidly adapting to local public health conditions, and cleanliness and safety remain important factors in their planning."

Unsurprisingly, the report continues to show that the pandemic weighs heavily on people's minds in all the countries featured in this study. The good news is that reported travel intention for 2022 compared to 2019 and analysis of average planned travel spend show prospects for a strong year in the hospitality industry.

The key findings of the study include:

• Planned trips in 2022 exceed actual trips in 2019
  • In the five key markets around the world surveyed, those likely to travel for leisure in 2022 exceed reported travel levels prior to the pandemic.
  • In the UK, 78% of respondents said they are likely to travel for pleasure in 2022, compared to 72% of those who said they traveled for pleasure in 2019.
  • In the United States, intention to travel for pleasure in 2022 increased 8 percentage points (pp) compared to 2019, with 71% saying they are likely to travel for pleasure in 2022.
  • Singapore leads the way in travel optimism, with 82% reporting that they are likely to go on vacation in 2022, an increase of 2 percentage points compared to 2019. Australia (72%) and Japan (51%) have a similar trend, and those who plan a leisure trip in 2022 up to 7pp and 5pp of those who reported traveling in 2019, respectively. 
• Average spend per trip for 2022 exceeds that of 2019, as travelers seek to improve their travel experience **
  • Based on behavioral data from Tripadvisor's site, American travelers are expected to spend 29% more on their average trip in 2022 than in 2019.
  • In Australia, average booking rates are expected to increase by 16% in 2022 compared to 2019.
  • Singapore travelers' booking values ​​are also expected to increase by an average of 7%.
  • At the other end of the spectrum, the average Japanese traveler expects to spend 30%  less  in 2022 compared to 2019. In Italy, average booking spending is expected to decline 19%. While in the UK, Brits plan to spend slightly less on travel in 2022 than in 2019 (-1%).
  • Moving from behavior to sentiment, more than a quarter of travelers in each of the five markets surveyed said it is more important now than before the pandemic to splurge on a big trip. In the United States, about 3 in 10 Americans (29%) who traveled for pleasure in 2019 said it is more important now than before the pandemic to splurge on a big trip. 28% of Singapore and Australian travelers, 27% of Japanese travelers and 25% of UK travelers said the same thing.
• Domestic travel continues to lead the way
  • While a sizeable proportion of consumers in most of the surveyed markets plan to travel abroad for pleasure in 2022, traveling within their home country remains the preferred option.
  • Seventy-four percent of Singaporean respondents plan to travel within the country for pleasure, compared to 53% who plan to travel abroad for pleasure. Seventy-three percent of Britons say they plan to travel within the UK for pleasure compared to 48% who plan to travel abroad.
  • In the US and Australia, 68% of respondents in each market said they are likely to travel domestically in 2022, while 29% of Americans said they are likely to travel abroad in 2022 compared to 38% of Australians.
  • In Japan, 50% of Japanese respondents reported that they are likely to travel within their home country in 2022, compared to 10% of those likely to travel internationally.
• Travelers Seek New Travel Experiences in 2022 and Beyond
  • More than a third to almost half of all travelers surveyed in the United States (41%), the United Kingdom (38%), Australia (46%), Japan (34%) and Singapore (49%) said they travel to a destination that would never before be more important to them now, compared to the trips they made in 2019, when choosing where to travel.
  • Three-quarters (75%) of Americans said it is important to "see new places" when thinking about their future travel plans - 74% of Australians, 73% of Singaporeans, 70% of British and more. half (59%) in Japan said the same
  • The top three considerations, across all surveyed markets, in future travel plans to visit a destination was immersion in seeing new places, having new experiences, and learning about history and culture.
  • 44% of Singaporean travelers, 38% of Australians and a third (34%) of American and British travelers, respectively, said it is more important now than before the pandemic that they choose a destination where they can immerse themselves in "Authentic local experiences". "A quarter (25%) of Japanese travelers said the same thing.
  • In both the US and Australia, 30% of travelers said it is now more important to "combine as many activities" on their vacation trips as possible. While in the UK, 28% said it is more important for them to plan an action-packed travel experience in 2022 or beyond.
  • About 2 in 10 travelers in each of the five markets surveyed said they will engage in more guided cultural activities, those activities and tours where subject matter experts and professional guides allow travelers to sit back, learn, relax, and see everything. has an area. to offer: when planning trips in 2022 or beyond than before the pandemic (except in Japan, where this proportion was 14%).
• COVID-19 case counts, security protocols, quarantine restrictions and cleanliness are key factors in making travel decisions in 2022
  • Eighty-five percent of Singapore travelers, nearly three-quarters of Japanese (73%) and Australian (74%) travelers, 72% of British, and 70% of Americans say that a house's cleanliness measures Hospitality business will be a major factor in your travel decision-making next year, even after COVID-19 cases have declined around the world.
  • About 7 in 10 respondents in each of the markets said that destinations that have a low number of COVID-19 cases are important when making a decision about where to travel next.
  • A third of Brits (32%) and Americans (33%) who will not travel next year said they chose not to because of uncertainty around possible travel restrictions. More than half (55%) of Singaporeans, 47% of Australians, and a quarter (25%) of Japanese respondents cited the same reason.