Inclusion, diversity and accessibility, key factors in tourism purchase decisions
A new report published by Expedia reveals that 7 in 10 consumers say they are willing to pay more when making a travel choice that is more inclusive for all types of travelers
New data released today by Expedia Group™ Media Solutions, the global travel advertising platform that connects marketers with millions of travelers across Expedia Group brands, shows that consumers are paying attention to how inclusive are the current travel deals when they search and book. Although the travel industry has advanced, there is a need for continuous improvement throughout the industry. Only 54% of consumers said they have seen options that are accessible to all skill levels, and only 52% have seen options that are inclusive of all types of travelers.
A travel brand's commitment to inclusion, diversity and accessibility is influencing consumer purchasing decisions, with 7 in 10 consumers saying they are willing to pay more when making a travel choice that is cheaper. inclusive for all types of travelers. Additionally, 78% of consumers said they chose a trip based on promotions or advertisements that they felt represented them through messages or images.
The report, Inclusive Travel Insights: Understanding Traveler Values & Opportunities for Marketers, builds on recent findings on environmentally responsible travel highlighted in the Sustainable Travel Study, which reveals that people are increasingly looking for ways to have more enjoyable travel experiences. meaningful and aware.
“At Expedia Group, we understand the importance of not only practicing inclusion within our teams and across our brands, but empowering our travel advertising partners to do the same,” said Jenn McCarthy, senior director of marketing. branding at Expedia Group Media Solutions. “Our findings show that consumers today are paying close attention to whether travel brands are authentically demonstrating a commitment to inclusion, diversity and accessibility. A better understanding of how people perceive and value inclusive travel will help foster more inclusive and diverse travel experiences for all.”
92% of consumers agree that it is important for travel providers to meet the accessibility needs of all travelers.
Older generations are more likely to believe that accessibility is very important when making travel decisions, among 54% of Baby Boomers and Generation X, compared to 49% of the general population.
Diversity in travel
7 in 10 consumers would choose a destination, accommodation or transportation option that is more inclusive for all types of travelers, even if it is more expensive.
78% chose a trip based on representation in travel advertising, promotions, or advertisements that they felt represented them through messaging or images, and for Millennials, this figure is the highest (84%).
Local culture and community engagement
64% of consumers are interested in learning more about travel options that support local cultures and communities.
More than 2 in 5 consumers have shopped at local communities and/or minority groups while traveling in the last two years, while 46% visited local cultural or historical sites.
Nearly two-thirds of consumers would choose a travel option that supports local cultures and communities, even if it were more expensive.
Marketing Key Points
Be careful to represent a variety of perspectives and pull together diverse images, recognizing that diversity can include race, gender, age, family, partner, ability, activity and more.
Use inclusive, welcoming, and respectful language in all marketing and travel listings, while highlighting amenities and accessibility for travelers of all backgrounds and abilities.
When using videos, include captions and subtitles, and use legible fonts and contrasting colors to ensure everyone can read the content.