New report reveals sustained boost in travel demand
Expedia Group Media Solutions released the Q3 trend report. EMEA and LATAM experienced the strongest change since the second quarter with increases of 50% and 10% respectively
Expedia Group Media Solutions, the global travel advertising platform that connects marketers with hundreds of millions of Expedia Group brand travelers, released its Third Quarter 2021 Travel Recovery Trends Report today. The Quarterly Report combines Expedia Group's proprietary data and personalized research with practical insights to help travel marketers on their ongoing journey to recovery.
"While the travel industry experienced ups and downs during the third quarter, we continued to see positive trends and overall progress on the road to recovery," said Jennifer Andre, global vice president, Media Solutions. “Increasing demand for business travel and double-digit year-over-year increases in travel searches during the holiday season are just two of the trends signaling growing traveler confidence and industry improvements. . This insights, along with other insights from the Travel Recovery Trends Report, will help travel brands on their rebuilding journey. "
Main findings of the Report:
- After a strong second quarter, global search volumes held steady during the third quarter, with nominal changes quarter over quarter. EMEA and LATAM saw the strongest quarter-over-quarter change since the second quarter, with increases of 50% and 10% respectively, while APAC and NORAM experienced modest decreases, which could be attributed to travel restrictions and the Delta variant of COVID. July 19 and August. However, global searches started to rise again in September, and compared to global search volumes in Q3 2020, Q3 2021 generated triple-digit year-over-year growth.
- The week of September 13 saw the largest increase in global searches week over week, more than 5%, after border reopening announcements and travel easements in several regions. At APAC, the reopening of Singapore and Australia's trial vaccine passport program with select countries resulted in a 10% increase in searches during the same week. During the week of September 20, searches from EMEA to the United States increased 95% week-over-week, after the White House announced that it would soon lift travel restrictions for international visitors who are vaccinated.
- In the third quarter, nearly 70% of global searches fell within the 0-30 day search window, an increase of 15% quarter-over-quarter. Global searches in the 31-90 day search window fell slightly from 25% in the second quarter to 20% in the third quarter. This change in search windows indicates that travelers are re-planning trips for the near future, compared to the long search windows reported in Q2 2021.
- EMEA saw the largest increase for the 0-30 day search window, over 30% quarter over quarter, while NORAM and APAC were largely unchanged in the same search window quarter over quarter.
- Globally, the third quarter saw a huge move in the top 10 most booked destinations compared to the second quarter, with more international destinations making the top 10 list in every region of the world. In particular, New York topped the list for both global reservations and NORAMbookings, and was also a top 10 destination in APAC, EMEA, and LATAM. Other new destinations to appear on this list in the third quarter include Boston and Denver for NORAM travelers; New York, Sapporo and London for APAC reservations; Berlin and Edinburgh for those from EMEA; and Sao Paulo, Paris and Los Angeles for clients in LATAM.
- Regionally, the third quarter delivered a more diverse mix of destinations in each region. While the majority of the top 10 most booked destinations were for destinations within the same region, APAC and LATAMeach had top destinations spanning three different regions.
- Cities like Dubai, Paris, London, and Istanbul quickly moved up the rankings and entered the top 10 for bookings for September. Dubai had a particularly strong performance: the destination jumped from position 33 in July to position 10 in September, while Paris went from position 22 to position 5 during the same period.
- Travelers are eager to make up for lost time with family and friends during the 2020 holiday season, including Thanksgiving (US), Christmas, and New Years, and are planning early to make the most of their holidays. 2021. Compared to the same period in 2020, third-quarter travel searches that began in November and December experienced triple-digit growth, with NORAM and EMEA leading the increase, while LATAM posted double-digit growth.
- In line with search trends, third-quarter overnight travel demand in November and December also saw triple-digit growth in most regions, with the global average daily rate (ADR) increasing by about 25% on average. year after year.