Expedia Group Media Solutions has released its Q2 2021 Travel Recovery Trend Report. The quarterly report combines Expedia Group first-party data and custom research with insights to help travel marketers on their road to recovery.
“Throughout Q2, we continued to see strong global search growth, rising international searches, and lengthening search windows, among other key milestones,” said Wendy Olson Killion, senior vice president of Media Solutions. “Our optimism for the near-term travel rebound remains strong, and the latest Travel Recovery Trend Report will provide travel brands with insight into shifting traveler behaviors and attitudes around the world, while also highlighting industry accomplishments and progress to-date.”
According to Expedia Group’s Traveler Value Index Research, which surveyed respondents in eight countries around the world, 72% of consumers are planning on traveling over the next 12 months.
Key findings from the recent Travel Recovery Trend Report include:
Searches Globally Are Growing
Monthly global search volumes continued to grow in Q2, increasing more than 70% quarter-over-quarter. The ongoing rollout of COVID-19 vaccines and changes to travel restrictions further drove searches, contributing to consistent week-on-week volume. In Q2, positive global search volume was seen during 11 of the 13 weeks in the quarter.
Search Windows Lengthening Globally
As travelers continued to opt for trips closer to home in Q2, half of global searches again fell within the 0 to 21 days search window. However, the global search window is lengthening, which indicates that traveler confidence is rising. Global searches 22 to 90 days out accounted for more than 35% of searches in Q2 – up almost 25% quarter-over-quarter.
Positive Signs for International Travel
Although travelers continue to show preference for domestic travel, global international searches in Q2 show signs of a rebound. During multiple weeks in Q2, global international search growth outpaced domestic, likely in part due to broadening global vaccine distribution, growing green lists, and easing international travel restrictions in parts of the world.
When compared to search volumes during Q2 2020, EMEA, APAC, and LATAM all saw increased search volumes from America in Q2 2021.
Big Cities in the Spotlight
During Q2, beach and city destinations made up the top 10 booked destinations around the world, but more cities are entering the top 10 or moving up in ranking, including Chicago and Atlanta (NORAM); Seoul and Jeju City (APAC); Copenhagen and Paris (EMEA); and Houston and Mexico City (LATAM). New York made the list of top 10 booked destinations globally (within all regions except APAC).
Regionally, the top 10 booked destinations were primarily for destinations within the same region, following Q1 trends. But LATAM travelers booked more international trips in Q2 compared to the predominately regional bookings seen in Q1. New York, Miami, Las Vegas, and Orlando appeared on the LATAM top 10 list in Q2, while Houston and San Antonio again made the list.