2020-2021游客情感与影 响报告

1、Travel advertising platformWe connect advertisers with hundreds of millions of travel shoppers globally on Expedia Group brands.Exclusive dataOnly we can offer insights from our 300 petabytes of Expedia Group ownedreal-time global travel intent and demand data fromour leading branded sites around th

2、e world.Travel searches continueto fluctuateTravel Searches by Super Region 2020 | WoW Search Percent Change 2020We are tracking and sharing week over week percent changes in travel searches on our Expedia Group brands around the world to understand the impact of the pandemic on travel at a regional

3、 level.We all experienced a significant decline in travel early in 2020. Over the course of 2020 we saw data and travel patterns fluctuate week by week. We saw searches increase in May and peak in early June before declining and then rising again in August.The vaccine news in November 2020 resulted

4、in a short peak of travel searches, however we saw an expected dip in December as cases continue to flucuate globally.MarAprMayJunJulAugSepOctNovDecNORAMAPACEMEALATAMSource: Expedia Group data, Q2-Q4 2020Weekly Search Windows | Percent Share 2020Travelers are mostly searching 0-21 day windowWhat has

5、 remained consistent since May 2020 is thataggregated globallythe 0- 21 days out search window is the most dominant.The share of the 31-60 day search window inched up in October and intoNovember as travel shoppers looked to reunite with their families and loved ones,and to get away during the holida

6、ys, but has since leveled out.We can expect that travelers continue to opt for shorter-term planning in 2021.AprMayJunJulAugSepOctNovDec0-21 days22-30 days31-60 days61-90 daysSource: Expedia Group data, Q2-Q4 2020Domestic & International Searches | WoW Search Percent Change 2020Domestic travel searc

7、hes lead international onesGlobally, domestic travel searches have largely led international searches since April.The impact of positive, early vaccine news had a pronounced impact in November, with international travel being the main beneficiary.MarAprMayJunJulAugSepOctNovDecDomesticInternationalSo

8、urce: Expedia Group data, Q2-Q4 2020Source: Expedia Group data, Q4 2020Domestic & International Searches By Country| Percent Share Week of 21 December 2020Travel searches vary around the worldWe looked at the percentage share of domestic and international travel searches across six countries in earl

9、y November as an example of how widely these can vary.For instance, 96% of all the searches that took place for the United States were domestic. In other words, few people across the world were looking to travel into the U.S. in early November.However, looking at Mexico and Italy, searches from trav

10、elers outside those countriesthat is, international searches dominated in early November.0%25%50%75%100%United StatesMexicoFranceItalyJapanSouth KoreaDomesticInternationalSource: Expedia Sites Worldwide, Why Visiting Intercept Study 2020; N=46,800Visitors are dreamingOur user research team conducts

11、intercept studies on E sites around the world to understand the purpose of their visit, and the stage of the purchase journey they are in when visiting the site.In the early days of the pandemic,many people came to change or cancel travel, which has declined steadily.Even more prevalenteven in those

12、 early daysis that travel shoppers are largely visiting our E sites to dream about their next trip. That took a dip in July when shopping almost caught up.Travelers continue to come to our sites largely to dream, with shopping close behind.Reasons for Visiting E Sites Worldwide | Percent Share 20200

13、%25%50%AprMayJunJulAugSepOctNovDecCancel/ChangeCheck StatusDreamShopCustom industry researchWe bolster our own data on traveler intent and demand with custom industry research on the why and how behind traveler influences, motivations, and decisions.Understanding Traveler Sentiment & Influences2020-

14、2021The study looked at leisure, business, and bleisure travel, which is extending a business trip for leisure.The respondents represent a variety of generations and demographics for a broad and inclusive understanding of what travelers consider when making destination, transportation, and/or accomm

15、odation related trip decisions.The generations include:Silent Generation (Born prior to 1946)Baby Boomers (1946-1964)Generation X (1965-1979)Millennials (1980-1994)Generation Z (1995-2001)Study OverviewExpedia Group Media Solutions conducted a study with Northstar Research Partners to understand how

16、 the pandemic has impacted the hearts and minds of travelers around the world in 2020 and looking ahead to 2021.The study used an amalgamated group of best-in-class panels in October 2020 with 11,000 travelers across 11 countries, including:Global United States (US)Canada (CA)Brazil (BR)Mexico (MX)G

17、ermany (DE)United Kingdom (UK)France (FR)Italy (IT)China (CN)Japan (JP)Australia (AU)NORAMLATAMEMEAAPACExecutive SummaryRejuvenate & RechargePandemic fatigue is setting in and there is pent-up demand people seek travel to rejuvenate and rechargeHygiene& FlexibilityTravelers want to minimize risk to

18、their health and protect against financial setbacksReassuring ContentBrands can reassure travelers with messaging and imagery on pandemic protocols, flexibility, and financial security6 in 10travelers globally had a planned trip cancelled due to COVID-19Travel Impact | Looking BackExpedia Group Medi

19、a Solutions Traveler Sentiment & Influences 2020/2021 B2: Did you have travel planned but had to cancel due to COVID-19?Younger travelers and Brazilian, Chinese, and Mexican travelers were more impacted by cancelled trips due to COVID-190%25%Gen Z73%Millennials73%Gen X64%Boomers58%Silent Gen54%Perce

20、nt of Travelers by CountryPercent of Travelers by Generation50%75%100%Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 B2: Did you have travel planned but had to cancel due to COVID-19?Rejuvenation drove leisure trips during the pandemic0%25%50%75%100%RejuvenationChange of sce

21、nery or weatherAn eventTo see family or friendsLogisticalPlanned leisure trip with no option for refundHad vacation days to useAdvantageousTo work/study from new locationTo take advantage of low tourism volumesTo take advantage of deals and savingsExpedia Group Media Solutions Traveler Sentiment & I

22、nfluences 2020/2021 B5: What was the reason for your leisure trip(s) during the pandemic?Millennials took more leisure tripsthan other generations during the pandemic and were most driven by a change of scenery. Meanwhile, the Silent Generation traveled to see family and friends far more than the ot

23、her generations.Gen Z 38%MillennialsGen X 42%30%Boomers 26%Silent Gen 23%29%37%30%42%32%29%42%34%26%32%48%19%Type of Leisure TripChange of ScenerySee Family & FriendsChange of Weather41%47%36%27%19%37%43%37%25%9%76%78%81%82%82%RejuvenationLogisticalAdvantageousReason for Leisure Trip36%33%31%Took a

24、Leisure TripExpedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 B5: What was the reason for your leisure trip(s) during the pandemic?1 in 2travelers feel optimistic about taking a trip in the next 12 months. The other half need reassurance.Travel Intent | Looking AheadExpedia Gro

25、up Media Solutions Traveler Sentiment & Influences 2020/2021 B1. Thinking about traveling in the next 12 months, generally how do you feel?Brazilian, Chinese, and Mexican travelers feel more positive about traveling in the next 12 months0%25%50%75%100%UncertainPositiveCanadian, Japanese, Italian, Ge

26、rman, and British travelers are more uncertainExpedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 B1. Thinking about traveling in the next 12 months, generally how do you feel?Younger generations have a more positive outlookabout traveling in the next 12 months. Uncertainty incre

27、ases with age.UncertainPositiveGen ZUncertain 35%Positive 65%MillennialsUncertain 43%Positive 58%Gen XUncertain 53%Positive 47%BoomersUncertain 63%Positive 37%Silent GenUncertain 64%Positive 36%Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 B1. Thinking about traveling in th

28、e next 12 months, generally how do you feel?0%50%75%Q4 2020Q1 2021Q2 2021Q3 2021GlobalNORAMLATAMEMEAAPACExpedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 C1. How many trips are you likely to go on in the next 12 months?Travelers are more likely to take trips from April to Septe

29、mber 2021When looking by region, there are interesting variances.For instance, Latin American and Asia Pacific travelers show a higher likelihood of traveling sooner.25%North American and European, Middle Eastern and African traveler intent increases heading into Q3 2021.Brazilian, Chinese, and Mexi

30、can travelers show higher likelihood to travel sooner, starting in Q137%20%42%40%22%22%32%25%47%32%35%35%22%52%46%22%25%29%24%48%33%41%50%33%47%55%41%52%43%44%50%39%47%58%59%65%65%57%64%62%76%60%49%56%Q4 2020Q1 2021Q2 2021Q3 2021Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021

31、 C1. How many trips are you likely to go on in the next 12 months?Younger generations are leading future leisure and business travelMillennials and Gen Z estimate traveling more than other generations, exceeding the global total. While their leisure travel is on par with each other, Millennials will

32、 likely drive future business travel more.0%25%50%75%Q4 2020Q3 2021Estimated Future Trips | Leisure0%25%50%75%Q4 2020Q1 2021Q2 2021Q3 2021GlobalGen ZMillennialsGen XBoomerSilent GenerationQ1 2021Q2 2021Estimated Future Trips | BusinessExpedia Group Media Solutions Traveler Sentiment & Influences 202

33、0/2021 C1. How many trips are you likely to go on in the next 12 months?Car travel, including renting a car, feels safer than other modes of transportationAll modes of transportation feel safer when traveling domestically than when traveling abroad.0%50%100%Q4 2020Q1 2021Q2 2021Q3 2021Safety in Tran

34、sportation Decisions | DomesticPersonal VehicleRenting a CarTrainBusPlane100%0%Q4 2020Q1 2021Q2 2021Q3 2021Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 D6-D6c. How safe would you feel if you had to travel October-December 2020/January-March 2021/April-June 2021/July-Septem

35、ber 2021, to a neighboringcountry, using the following modes of transportation.Safety in Transportation Decisions | InternationalPersonal Vehicle50%Renting a Car PlaneTrainBus7 in 10will feel more confident traveling in the next12 months with flexibility such as travel insurance and trip protection,

36、 full cancellations, and refunds on transportation and accommodations.Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 C4. How comfortable are you to travel for leisure in the next 12 months if (T2B very comfortable/extremely comfortable)Confidence in Traveling | Looking Ahead

37、Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 C4. How comfortable are you to travel for leisure in the next 12 months ifTravelers are more comfortable traveling for leisure in the next 12 months with the following:Travel insurance or trip protectionNo concerns about health

38、care expenses or coverageAccess to full cancellation and refunds on transportationAccess to full cancellation and refunds on accommodationsFlexibility is especially important to younger generations and to Latin American and Chinese travelersPercent of Travelers by CountryPercent of Travelers by Gene

39、ration0%25%50%75%100%Gen Z83%Millennials78%Gen X67%Boomers63%Silent Gen62%75%50%25%0%You are traveling with safety supplies such as mask, disinfectants, and sanitizersYour accommodations are strictly following WHO guidelines on cleaning and hygieneC4. How comfortable are you to travel for leisure in

40、 the next 12 months if (Net hygiene)Health closely follows flexibility in importance; travelers are reassured by accommodations following guidelines on cleaning and hygienePercent by CountryGen Z62%59%Millennials56%55%Gen X46%40%Boomers39%35%Silent Gen37%30%Percent by GenerationExpedia Group Media S

41、olutions Traveler Sentiment & Influences 2020/2021 C4. How comfortable are you to travel for leisure in the next 12 months ifThe most important factors that can influence confidence in travel over the next year varies by country65%59%78%88%65%68%71%71%83%61%73%57%47%70%80%50%52%53%54%79%43%63%44%33%

42、50%52%38%41%39%31%65%26%54%58%49%70%80%59%53%56%57%76%41%62%FlexibilityTravel insurance or trip protection, dont have to worry about health care expenses/ coverage, full cancellation & refunds on transportation and/or accommodationsHealth & Safety MeasuresTraveling with safety supplies such as mask,

43、 disinfectants and sanitizers; accommodations are strictly following WHO guidelines on cleaning & hygieneBusy DestinationTraveling to a destination with lots of tourist activity, traveling to a destination where local establishments are open & there will be things to doQuiet DestinationTraveling to

44、a destination where local establishments are following safety protocols & guidelines, the destination is less populatedExpedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 C4. How comfortable are you to travel for leisure in the next 12 months ifYounger generations are more influe

45、nced by each of the major factors in deciding to travel in the next year83%78%67%63%62%75%68%54%47%45%55%51%41%31%28%74%69%56%49%45%Gen ZMillennialGen XBoomerSilent GenFlexibilityTravel insurance or trip protection, dont have to worry about health care expenses/ coverage, full cancellation & refunds

46、 on transportation and/or accommodationsHealth & Safety MeasuresTraveling with safety supplies such as mask, disinfectants and sanitizers; accommodations are strictly following WHO guidelines on cleaning & hygieneBusy DestinationTraveling to a destination with lots of tourist activity, traveling to

47、a destination where local establishments are open & there will be things to doQuiet DestinationTraveling to a destination where local establishments are following safety protocols & guidelines, the destination is less populatedGen ZMillennialGen XBoomerSilent Gen86%of travelers expect to make transp

48、ortationdecisions for future travel based on implemented pandemic measures, including:Cleaning and disinfectingUsing masksContactless check inPhysical distancingReduced capacityTransportation Considerations | Looking AheadExpedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 D3. Wh

49、ich of the following play a role in the decision on how you will get to your destination for upcoming and/or future leisure travel?Mask enforcement is a leading factor for travelers globally deciding on transportation for future travelFlexibility and financial considerations closely follow in import

50、ance along with cleanliness, hygiene, and distancing measures.0%10%20%30%40%50%60%The use of masks is enforcedThe cost is within my budgetEasy refunds/cancellation policyCleaned and disinfected after every human contactGuaranteed space between travelersReduced capacityTrip protection coverageFewest

51、points of contactDeal or discountMiddle seat is blockedContactless check in is availableGuarantee no cancellationsStatus perksTransportation Considerations | GlobalExpedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 D3. Which of the following play a role in the decision on how yo

52、u will get to your destination for upcoming and/or future leisure travel?50%47%45%44%39%54%52%48%40%36%59%49%42%56%43%48%45%46%43%37%43%43%43%41%39%Mask enforcementCost within budgetRefunds/cancellation policyCleaning protocolsPhysical distancingTOTALNORAMLATAMEuropeAPACExpedia Group Media Solutions

53、 Traveler Sentiment & Influences 2020/2021 D3. Which of the following play a role in the decision on how you will get to your destination for upcoming and/or future leisure travel?For the top five transportation considerations in future travel, regional importance variesHealth and hygiene matters mo

54、st to Latin American travelers.Cost and flexibility ranks higher for North American travelers.Transportation Considerations | Regional25%50%75%CarTrain/BusAirplaneCruisePre-PandemicDuring PandemicPost-PandemicCar travel remains popular, with other modes returning post-pandemicDuring the pandemic, ca

55、r travel continues to be nearly as popular as pre- pandemic.Post-pandemic transportation via train, bus, and air will bounce back, indicating travelers expect to regain confidence.0%Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 D1. What modes of transportation you may have

56、used for leisure travel0%25%50%75%Pre-PandemicDuring PandemicPost-PandemicCar travel gained popularity during the pandemic in Mexico, Italy, and ChinaExpedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 D1. What modes of transportation you may have used for leisure travelD1. Trave

57、ling by car remains popular for leisure travel7 in10travelers are willing to drive up to 6 hours for a leisure trip during COVID-19Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 D1. What modes of transportation you may have used for leisure travel0%25%50%75%Pre-PandemicDurin

58、g PandemicPost-PandemicTravelers in many countries expect to return to air travel at nearly the same level as pre-pandemic0%25%50%75%Expedia Group Media Solutions Traveler Sentiment & Influences 2020/2021 D7. Thinking about air travel, how concerned or comfortable would you be with traveling in the

59、next 12months, based on the following situations?Globally, travelers would be more comfortable booking air travel if they had more room and empty space around their seatAir Travel Considerations | GlobalYou are seated all alone in a rowIn first/business classIn a window seat with an empty seat next

60、to youIn an aisle seat with an empty seat next to youYou are traveling with family membersYou are traveling with friendsYou are traveling for leisureYou are traveling aloneSeated next to the washroomsYou are travelling for businessDo not have an assigned seatIn economy classOn a full flightD7. Think