“Our exclusive first-party data shows that search volumes in Q2 2023 were steady with the prior quarter, indicating sustained global travel interest,” said Expedia Group Media Solutions vice president of business development, Jennifer Andre. “This is a pattern we’ve seen in previous years, with consistent search volumes in Q2 2022...”
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ExpediaExpedia’s Traveler Insights report for the third quarter of 2023 validates the increasing assurance in travel, as a considerable number of travelers are now making plans well in advance and eagerly anticipating mid-year vacations.
Expedia Group’s unique and direct traveler search and booking information highlight evolving trends in demand and alterations in traveler conduct throughout the second quarter of the year. The travel sector’s resilience is evident, marked by the resurgence of seasonal patterns, including brief excursions for events and vacations during the spring and summer, particularly in the Northern Hemisphere.
Search volume steadies, and EMEA shows growth
“Our exclusive first-party data shows that search volumes in Q2 2023 were steady with the prior quarter, indicating sustained global travel interest,” said Expedia Group Media Solutions vice president of business development, Jennifer Andre.
“This is a pattern we’ve seen in previous years, with consistent search volumes in Q2 2022 after a 25% quarter-over-quarter (QoQ) lift in searches in Q1 2022. Looking across different regions, Europe, the Middle East, and Africa (EMEA) showed the strongest search growth, with a 10% increase in searches QoQ and year-over-year (YoY).”
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Tourists consistently exhibited a trend of making more advanced arrangements for international journeys, as indicated by a nearly 15% quarter-over-quarter increase in searches for international trips within the 0- to 90-day timeframe. This trend aligns harmoniously with the insights garnered from our Path to Purchase study, which unveiled significant details about the purchasing process of international travelers. Evidently, these travelers tend to embark on a lengthier path to purchase, spanning approximately 85 days, followed by an extended period after the purchase, amounting to approximately 94 days.
Travellers seek out long-haul destinations
Analyzing the ten most frequently booked destinations across various global regions, it becomes evident that distant international locations beyond the travelers’ native regions have gained heightened popularity. This surge underscores the persistent strength in demand for international travel. Notably, both London and New York showcased their allure as preferred destinations, securing a place on the top 10 list of booked destinations across all regions.
Within the Asia Pacific (APAC) region, cities like London and Bangkok witnessed an escalation in their rankings, while New York City also made its debut on this list. For travelers hailing from Europe, the Middle East, and Africa (EMEA), Istanbul and Stockholm emerged as newcomers on the list’s top 10, whereas New York City retained its leading position. The ranks of New York City and Madrid climbed for Latin American (LATAM) travelers, while London made its presence felt on the list. The North American (NORAM) traveler segment saw Boston and San Francisco enter the list as fresh entrants.
In essence, these trends showcase a global appetite for exploration and a continued aspiration for international journeys, with certain iconic cities like London and New York consistently capturing travelers’ imaginations across diverse regions.
Sporting events spark travel inspiration
The findings from the Path to Purchase study suggest that 24% of travelers are initially motivated to embark on a journey due to a particular event or celebratory occasion. This observation correlates seamlessly with the insights gleaned from our first-party data for the second quarter (Q2), where a surge in searches was noted for destinations associated with significant sports games and tournaments. This alignment reaffirms the influence of major events on shaping travel decisions and highlights the connection between inspiration derived from events and actual search behavior.
Source: Expedia Group Media / TTR Weekly
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