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Travel – by its very nature – promotes greater understanding of people from different walks of life. However, while the travel industry has made some strides in becoming more inclusive, diverse and accessible, there is still work to be done.
Expedia Group’s mission is to empower global travel for everyone, everywhere. To help realize this vision, we began by looking inward, reflecting the diversity of our travelers and shaping an inclusive mindset that makes travel a force for good. We understand the importance of not only practicing inclusion, but enabling our partners to do so as well.
That’s why we commissioned custom research to understand how consumers feel about inclusive travel and how they believe the current travel landscape overlaps. The study, conducted by Wakefield Research, surveyed 11,000 representative consumers in 11 countries: Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, the United Kingdom and the United States. Inclusive Travel Insights Report To help your brand better practice inclusion, promote diversity and provide equal access to all travelers. A screenshot of the report is provided below.
Accessibility and diversity in travel
One aspect of inclusion is ensuring equal access for all travelers. This is especially important as Baby Boomers are a growing segment of the population and are experiencing age-related health problems. Our research shows that 54% of this generation is accessible on the go very important, More than 5% of the population.
When it comes to diversity, our research shows that 7 out of 10 consumers prefer different options for arrival, accommodation or transportation over all types of travel, even if it’s more expensive. This means that they are willing to spend More On a truly all-inclusive journey.
Local culture and community on the go
It is also important for the travel industry to be inclusive of local cultures and communities and pay attention to travelers’ interactions with them. In fact, our research shows that more than 1 in 3 consumers are looking for information on ways to get involved, tips to support indigenous cultures, and ways to spend time volunteering while traveling.
In fact, 74% would prefer a more expensive travel option that supports local cultures and communities.
Representation in travel marketing
Clearly, travel marketers have an opportunity to do better, to help. all of them Travelers and destination communities feel represented. This is important not only because it is the right thing to do, but also because it is better for business.
According to our research, 78% of survey respondents said they made travel choices based on what they felt were promoted or advertised in a message or visual. For millennials, this figure is even higher – 84% have made travel choices based on a representation in a travel ad.
Examples of inclusive travel marketing campaigns
So what does representation in marketing look like? Here are examples of a couple partners who worked with us to share their commitment to inclusion in their travel advertising.
Visit Panama’s “Next Bend” Blind Adventurer
Our research shows that 92% of consumers think it’s important for travel providers to meet the accessibility needs of all travelers. But travel shoppers may not know whether their intended destination can accommodate them.
That’s why Panama Tours has partnered with Expedia Group Media Solutions and our award-winning creative team on a new video series called “The Next Turn” to promote the destination. In the first episode, Amar portrays a blind traveler who uses his senses of hearing, smell, taste and touch to experience rainforests, volcano hikes and coffee plantations in Panama. This campaign shows how travelers of all abilities can immerse themselves in the amazing experiences Panama has to offer.
Tourism Malaysia promotes local culture
Another way to practice inclusion is to respect local cultures and help improve the livelihoods of host communities.
Tourism Malaysia knows this, which is why it worked with us to create the Travel Spotlight landing page. Spotlight shows how travelers can experience Malaysian culture by visiting historical sites such as Georgetown, Penang, a UNESCO World Heritage Site and one of the largest pre-war buildings in Southeast Asia. or witnessing a different way of life in Sarawak where there are traditional longhouses of up to 100 families; Or visiting the indigenous communities of Kadazan and Dusuns, where visitors can purchase a variety of traditional handicrafts.
How your brand can be more inclusive.
When traveling consumers feel understood and embraced, they are more likely to book. So how can your brand be more inclusive? First, travel marketers can draw from our inclusion and travel advertising guides that document best practices in delivering marketing campaigns that represent and complement. all of them People.
Next, be sure to download the full Inclusive Travel Insights report for additional findings from our custom research, and to discover travel brands that are already promoting inclusion, diversity and accessibility.
Download the report
About Expedia Group Media Solutions
Expedia Group™ Media Solutions, the Expedia Group’s advertising organization, provides industry expertise and digital marketing solutions that enable brands to reach, engage and influence qualified audiences of travelers worldwide. Through its extensive network of leading travel brands and global points of sale, Expedia Group Media Solutions provides marketing partners with proprietary data-driven insights into traveler behavior during each purchase journey with dynamic advertising solutions that deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.
© 2022 Expedia, Inc., an Expedia group company. all rights reserved. Trademarks and logos are property of their respective owners. CST: 2029030-50
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