International travel bounce back predicted
We are on the way back! Australia top of mind for US, UK, Germany, Canada, and NZ travellers
Newly-released Expedia Group survey analysis shows searches by international travellers to Australia across the Expedia Group have grown 35 percent week over week following the government’s announcement to reopen its international border.
Travellers from the United States reported the highest number of searches to Australia, followed by the United Kingdom, Germany, Canada, and New Zealand.
These five countries account for 60 percent of all international searches for travel into Australia, with standout statistics from the United Kingdom and Canada, both increasing of 75 percent and 70 percent week-on-week consecutively since the announcement.
The survey shows the highest searched cities are Sydney, Melbourne, Sunshine Coast, Cairns, and Whitsundays.
In NSW, Sydney was the top destination searched, followed by the North Coast, South Coast, Newcastle, and Hunter Valley.
In Victoria, Melbourne, The Great Ocean Road, Gippsland, Victoria Regional and Mornington Peninsula took out the top statistics.
In Queensland, the coastlines are proving to be the most popular with top search destinations being the Gold Coast, Brisbane, the Sunshine Coast, Cairns, and the Whitsundays.
Expedia Group Senior Director Market Management APAC, Drew Bowering said he is thrilled to see the borders open up and to see partners filling rooms with international travellers, which typically stay longer and spend more, once again.
“With international guests ready to touch down in Australia, hoteliers and tourism operators alike have the chance to connect with their guests and showcase the wonders of Australia again.
“We’re anticipating that the family and friends market will continue to drive inbound travel to start, but the 35 percent week on week increase is a promising sign that international travel is bouncing back hard and fast,”
“The tourism industry rebuild is now officially well underway, and we can’t wait to see what the next few months hold for Australia.”
Meanwhile, Expedia Group has released its ‘2021 Q4 Travel Recovery Trend Report’ which offers a snapshot of the latest quarterly trends, gathered from more than 300 petabytes of exclusive Expedia Group first-party data and custom research.
In the report, the company’s Global Vice President Expedia Group Media Solutions, Jennifer Andre says after nearly two years of the pandemic, consumers have learned how to travel under everchanging circumstances, based on their comfort level and local government and health guidance.
“We anticipate that travellers will continue to adapt their travel behaviours and preferences as the landscape changes. Year-over-year progress is encouraging, and we remain confident in the power of travel and the resilience of both the industry and travellers,” she says.
“Despite a bumpy quarter, there is still a tremendous appetite for travel compared to 2020. Global search volume in Q4 was flat quarter-over-quarter, but up over 70 percent year-over-year, indicating that travellers are still eager to get away.
“In APAC, search volumes were up nearly 35 percent over Q3, driven by additional vaccinated travel lanes and international border reopenings in several countries, including Australia.”
Appetite for Travel Continues to Grow
Despite a bumpy quarter, there is still a tremendous appetite for travel compared to 2020. Global search volume in Q4 was flat quarter-over-quarter, but up over 70 percent year-over-year, indicating that travellers are still eager to getaway. In APAC, search volumes were up nearly 35 percent over Q3, driven by additional vaccinated travel lanes and international border reopenings in several countries, including Australia
Search Windows Lengthen as Borders Reopen
As more borders around the world reopened to international travellers in Q4, and travel shoppers booked ahead for the winter holiday season, global share of searches in the 31+ day search window grew 15 percent quarter-over-quarter, taking share primarily from the 0 – 21–day search window. Regionally, EMEA saw the greatest swing toward longer search windows, with the 31+ day search window increasing 30 percent over Q3.
Consistent Demand for Long-Haul Destinations
Building on a trend that started emerging in Q2, demand was sustained for destinations beyond travellers’ home regions, and big cities continued to be an attractive choice for travellers around the world. The number one booked destination for each region was consistent with Q3 standings, but APAC had four new destinations enter the top 10 in Q4 – more than any other region.
Vacation Rentals Maintain Popularity
In Q4, global lodging bookings (including both hotels and vacation rentals) were up more than 50 percent year-over-year. Looking at quarter-over-quarter demand globally, in Q4 there was a shift from hotels to vacation rentals, prompted in large part by the busy holiday travel season and vacation rentals’ continued popularity among friends and families traveling together.
Appetite for Travel Continues to Grow
Evidence continues to build that travel shoppers are ready to see the world again. Compared to Q3, overall global search volume in Q4 remained relatively flat, but when compared to the same period in 2020, global search volume was up 70 percent.
First-party data is further supported by recent insights from Expedia Group’s ‘Traveller Value Index: 2022 Outlook’, a global survey of 5,500 adults in eight countries: the US, Canada, Mexico, UK, France, Germany, Japan, and Australia. The survey found that 81 percent of travellers are planning to take a leisure trip in the next six months, with North American and European travellers showing the greatest propensity to travel for leisure during the same time (86 percent).
Furthermore, 1 in 5 plan to take three or more leisure trips – a powerful opportunity for travel marketers to convert eager and enthusiastic travellers. In APAC, search volumes were up nearly 35 percent over Q3, driven by additional travel green lanes and international border reopenings in various countries, including Australia, Singapore, and Fiji.
Sustainability Focus for Destinations and Lodging Providers
Expedia tracked travellers’ growing preference for sustainable travel throughout 2021, and awareness on this topic looks set to continue increasing in 2022.
As seen in the ‘Traveller Value Index: 2022 Outlook’, 59 percent of shoppers remain willing to pay more for sustainable travel options, while half will take overtourism into account when selecting a vacation destination. But this trend is not specific to destination decisions.
The sustainability credentials of lodging providers are also gaining attention from travellers. Data from post-stay reviews collected from Expedia Group brands shows terms related to sustainability and eco-friendliness being mentioned twice as often in January 2022 as in January 2021.
According to this reviews-based data, the top five most prominent sustainability-related amenities are electric car charging stations; solar energy; recycling; elimination of single-use plastics, and eco-friendly (LED) lighting.
The full report can be downloaded here
Mike Parker-Brown is a UK-trained and qualified journalist and an award-winning travel communicator with more than 30 years experience.
Since 2002, Mike has worked as a freelance writer and PR consultant providing his services to major organisations in Australia and internationally in the tourism, aviation, hospitality, recruitment and export marketing sectors.
