2022年旅游报告（英）-38正式版

TheStateofTravel2022ConsumerNavigatorAugust2022ContentsTopConsumerInsightsTheStateofConsumerTravelInflationisShapingCurrent&FutureTravelBudgetsInfluencesonTravelBrand&DestinationChoiceClosingThoughtsdentsuConsumerNavigator-StateofTravel2022ContentsTopConsumerInsightsTheStateofConsumerTravelInflationisShapingCurrent&FutureTravelBudgetsInfluencesonTravelBrand&DestinationChoiceClosingThoughtsdentsuConsumerNavigator-StateofTravel2022|NavigatorTopConsumerInsightsDomesticvacationstakeoffasconsumersseekadventure&culture.Comparedtolastyear,theshareofconsumerswhotookadomesticvacationthissummerroseby19-percentagepointsto70%.Destinationsthatpromoteadventureandculture,suchasamusementparks,citiesandsightseeingtours,enjoyedincreasedvisitation.Manytravelerssaytheirexperiencehasbeenbetterthanusual.Despite“travelnightmare”headlines,over2in5travelerssaytheirexperiencethisyearhasbeenbetterthanusual.AsensethatCOVID-19islessofathreatandoffreedomasdestinationsloosenedrestrictionswerethedrivingforcesbehindbetterexperiences.Still,othertravelersreportthathighcosts,overcrowdeddestinationsandflightdelaysorcancellationshadanegativeimpactontheirvacations.Asinflationdrivestravelcostsskyhigh,someareundeterredandsplurgeonluxurytrips.Overhalfoftravelerssaytheyspentmoremoneythanlastyear.Formost,totalmoneyspentontravelinthepast3monthsfellwithin$1,000and$5,000.However,almost10%oftravelersreportspendingover$10,000.And27%classifiedtheirtrip’s‘pricetag’asluxury.LuxurytravelappearsmostpopularamongBlacktravelers.dentsuConsumerNavigator-StateofTravel2022|NavigatorOtherscutcostsbymodifyingtravel&reducingotherbudgets.Thetopwaystravelersreportadjustingtheirplansduetoinflationaregoingonshortertrips,takingfewertrips,andcuttingvacationbudgetforactivitiesandforshopping.Cutsreachbeyondtravelspend,too.Inordertohavemorebudgetfortravel,63%ofconsumersreportcuttingdownonotherareasofspendincludingdiningout&clothing.Consumersareconcernedinflationwillgroundfuturetravelplans.Threequartersofconsumersareconcernedaboutinflationwhenconsideringtheirfuturetravelplans–andmostconsumerplantotravelwithinthenext12months!Otherissues,includingtheongoingissueofflightdelaysandcancellations,arestillconcerningbutlessurgenttotravelers.GenZ&Ytravelersarehighlyinfluencedbyvideogames.CulturalentertainmentinspiresGenZtotravel;playingvideogames,viewingdrama/realityshowsandreadingfictionbooksaretopsourcesoftravelinspirationforthecohort.GenYtravelersarealsoinfluencedbythevideogamestheyplay;however,theirtopsourceofinspirationistravelshows.dentsuConsumerNavigator-StateofTravel2022ContentsTopConsumerInsightsTheStateofConsumerTravelInflationisShapingCurrent&FutureTravelBudgetsInfluencesonTravelBrand&DestinationChoiceClosingThoughtsdentsuConsumerNavigator-StateofTravel2022|NavigatorTheStateofConsumerTravel2022Ononehand,itfeelslikethissummersawthepandemic’seffectsontravelfadeasairlinesanddestinationsreducedCOVID-19regulationsandrestrictions.Yet,anindustrydecimatedatthestartofthepandemicstruggledtokeeppacewithrisingconsumerdemand,andstoriesofcanceledflights,longwaittimesandcrowdeddestinationsproliferated.Oursurveyseekstoputdatabehindtheheadlines,exploringwhatconsumers’travelplanshavelookedlikeoverthepastthreemonthsduringthepandemic’sunpredictableupsanddowns,anddiggingintohowtravelexperiencesshapedupamid‘nightmare’scenarios.dentsuConsumerNavigator-StateofTravel2022Around2in5consumerstookavacationinthepastthreemonths77%Morepeoplearetakingshortertripscomparedtolastyear,with53%ofvacationerstakingtripsof1-3days.%ofthosewhohavevacationedinpast3months41%Ofconsumershavetakenavacationinthepast3months

Lengthsofvacationstravelerstook2021202234%1-3days53%37%4-7days46%13%Overoneweek12%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy8dentsuConsumerNavigator-StateofTravel2022Domesticvacationscontinuetobethetripofchoice,growinginpopularitythisyear77%70%ofvacationerstraveleddomesticallythisyear.Beachescontinuetobethemostpopulardestination,buttripstocities,amusementparksandsightseeingtoursenjoyedincreasedvisitation,whilenatureandoutdoorstripssawadecline.Typesofvacationstravelerstook

Destinationsvisitedonvacation2021202251%BeachDomestic70%CityNationalpark/Nature37%Local"staycation"Amusementpark38%Sports/Entertainmentevents13%Tours/CulturalInternationalSightseeing13%Other

202111%NOTRUNIN202111%2%4%

202251%51%38%47%42%32%30%29%23%CRUISES,FAMILYHOMESShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy9dentsuConsumerNavigator-StateofTravel2022Vacationersareseekingrelaxation,funandqualitytimewithfamily&theirpartner77%People’sreasonsforgoingonvacationaresimilarcomparedtolastyear.Wealsofieldedseveralnewoptions,findingthataquarterofvacationerstraveledasatreat,over1in5toshopand13%extendedabusinesstripforleisure.Reasonsforgoingonvacationinthepast3months2021202251%46%44%44%Relaxing Havingfun26% 27% 26% 26%Qualitytimewithfriends Exploringnewplaces/cultures

36% 39% 38%27% 26% 28%Qualitytimewithmy Qualitytimewithmypartner Havingtimeformyselffamily/kids24%25%202125%202122%NOTRUNINNOTRUNINRegainingasenseofAsatreat/indulgenceShoppingfreedom

30% 28%Visitingfamily/friendswehaventseenIN202113%NOTRUNExtendingabusinesstripforleisureShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy10dentsuConsumerNavigator-StateofTravel2022Blacktravelersaremorelikelytotraveltohave‘metime’&asanindulgenceAAPItravelersaremorelikelytotraveltoregainasenseoffreedomandwithshoppinginmind.Whitetravelersaremorelikelytotravelwiththeintentionofspendingqualitytimewithfamilyorfriendsandvisitingthosetheyhaven’tseenrecently.Reasonsforgoingonvacationinthepast3months50%54%44%39%Relaxing28%32%23%19%Shopping

47%46%50%BlackWhiteHispanicAAPI42%41%39%39%39%36%34%28%31%33%33%30%27%23%22%20%14%HavingfunHavingtimeformyselfQualitytimewithmypartnerQualitytimewithmyAsatreat/indulgencefamily/kids41%26%27%23%25%31%23%30%25%23%30%26%21%22%22%21%18%17%14%11%Exploringnewplaces/RegainingasenseofVisitingfamily/friendsweQualitytimewithfriendsExtendingabusinesstripforculturesfreedomhaventseenleisureShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy11dentsuConsumerNavigator-StateofTravel2022Over2in5travelerssaytheirexperiencethisyearhasbeenbetterthanusual77%Thatsharerises20percentagepointsamonghigherincometravelers.Onlyaround3in10Hispanicandlowerincometravelerssaythattheirtravelexperiencehasbeenbetterthisyear.TravelexperiencecomparedtousualBetterthanAbouttheusual43%same36%Worsethanusual20%ShoppingHabitsThroughExclusivity&Convenience:ConsumerdentsuConsumerSentimentNavigatorStudy-StateofTravel2022

ByDemographics28%40%30%27%25%39%44%12%23%32%14%40%17% 30%63%49%46%41%39%30%31%BlackWhiteHispanicAAPIHHI>$100kHHI$50k-HHI<$50k$100k12Manytravelerssaytheirexperiencesimprovedduetofewerrestrictions&feelingsafer77%asCOVID-19becomeslessofaconcernSimplyenjoyingareturntotravelandspendingqualitytimewithlovedonesweretwootherbigthemes.Whatwasbetterabouttravelingthisyear?

Quantifyingthesentimentofconsumers’open-endedresponsesaboutwhatwasbetterthisyear“nocovidmandates,nomasks,icouldfreelytravelwhenandwhereiwantedtoowithoutanyrestrictions”“ijustfeellikethetripwasbetterbecausewe’vebeensotrappedathomebecauseofcovid.itwasveryfreeing.”“spendingqualitytimewithfamily.wewerehavingfunandenjoyingeachother.”

LessrestrictionsBettertimeingeneralSaferLesscrowdedReturntotravelMorequalitytimeCleanlinessCheaperCustomerServiceWeatherAmenitiesDestinationEasier

12%10%9%8%7%7%4%4%3%1%1%1%1%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy13dentsuConsumerNavigator-StateofTravel2022Risingcostsisby-in-largethefactorthatmadetravelworseforAmericans77%OthernotablethemeswerecontinuedCOVID-19restrictionsatcertaindestinations,flightissuessuchasdelaysorlostluggage,crowdedflightsanddestinationsandthefactthatCOVID-19isstillafactor.Whatwasworseabouttravelingthisyear?“inflationhasimpactedeveryareaoftravel.gasprices,airlinetickets,hotelrooms,rentalcars,dining,allsoexpensive.thishastakenthefunoutoftravelinghavingtobemindfulofeverypenny.”“ifeltasthoughactivitieswerelimitedbecauseofcovid.certaineventsarecancellingorthereislimitedtonospaceavailable..”“everyonewastravelingandtherewasmorefullybookedflightsandmoretensionbetweenpassengerswhowere/weren’tmasked.”

Quantifyingthesentimentofconsumers’open-endedresponsesaboutwhatwasworsethisyearCost20%Restrictions8%Flightissues8%Crowded6%COVID6%Longertraveltime3%Weather2%Cleanliness1%CustomerService1%Weather1%Amenities1%Destination1%Booking1%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy14dentsuConsumerNavigator-StateofTravel2022IMPLICATIONSFORMARKETERSDomestictravelsoarsaspeopleexplorethewondersofAmerica.Domestictravelbenefittedthisyearfromareadinessto“getaway”coupledwithhesitationaboutinternationaltravel(COVID-19risks,restrictions&highercosts).Withthatrise,consumersexpressedmoreinterestintripsthatdealinadventure,culture&sightseeing,andexploringcities.TravelbrandsshouldtapthismomentofAmericanaandhelpconsumersfindadventureandbroadenthemselveswhilestayingwithintheUS.Astravelrebounds,brandswillneedtosecureloyaltyinnewways.Oursurveyconfirmanecdotalevidenceof“revenge”travel.However,thatdoesn’tmeanconsumers’relationshipstotravelbrandslooksthesameasitdidbeforethepandemic.Whenitcomestoloyalty,brandsneedtothinkbeyondpointsandprogramstopersonalizingthetravelexperience.Byfocusingonelevatingeverymomentofatravelers’journey–frombookingtoboardingtosightseeing-brandscansetthemselvesapartfromthe‘travelnightmares’andbuildconnections.Travelbrandsmustbringbackcapacity.TheentireUStravelsupplychainhasshownsignsofstrainthissummer.Travelcompaniesthathaven’tpreparedthemselvesfortheincreaseindemandriskmissingoutonavaluableopportunitytorecouplossesincurredduringtheheightofthepandemic.Themostpressingimperativeforalltravel&tourismcompaniesisbringingbackcapacityor,attheveryleast,ensuringthatthey’reabletodosoagilely.dentsuConsumerNavigator-StateofTravel2022ContentsTopConsumerInsightsTheStateofConsumerTravelInflationisShapingCurrent&FutureTravelBudgetsInfluencesonTravelBrand&DestinationChoiceClosingThoughtsdentsuConsumerNavigator-StateofTravel2022|NavigatorInflationisShapingCurrent&FutureTravelBudgetsInflationiscrushingalmostallaspectsofAmerican’sbudgetsthissummer.Andtravelisnoexception.Withhigherpricesforairlines,hotels,cruisesandevenride-hailingservices,everypieceofthetravelecosystemhasbeenimpacted.Oursurveyexplorestheadjustmentstravelersmadetotheirtripsthissummerinresponse–includingreducedbudgetforactivitiesandshoppingandthechoicetotakefewertripsthanplanned.Wealsoseektounderstandhowinflationwillimpactconsumers’futuretravelplansasweheadintothebusyholidayseason.dentsuConsumerNavigator-StateofTravel2022Overhalfoftravelerssaytheyspentmoremoneyontripsthanlastyear77%Formost,totalmoneyspentontravelinthepast3monthswaswithinthe$1,000-$5,000range.However,almost10%reportspendingover$10,000.And27%oftravelersclassifiedtheirvacation‘pricetag’asluxury.Reportedchangetotravelspendingoverthepast3monthscomparedtolastyear25%Thesameaslastyear23%LessthanlastyearMorethanlastyear53%

Totalmoneyspentontravel$0-$49912%$500-$99919%$1,000-24%$1,999$2,000-23%$4,999$5,000-13%$9,999$10,000-5%$14,999$15,000+4%

'Pricetag’ofvacationstakenRespondentsallowedtoselectmultiplechoicesformultipletripsLuxury 27%Upscale 32%Midscale 44%Budget 27%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy18dentsuConsumerNavigator-StateofTravel2022Blacktravelersaremostlikelytospringforluxurytravel77%Inlinewiththeirmotivationstohave‘metime’&travelasanindulgence,Blacktravelersaremorelikelytosaytheybookedaluxuryvacationinthepastthreemonths.Theyarealsomostlikelytosaytheyspentmoreontravelthanlastyear.AAPItravelersaremostlikelytosaytheyspentlessthanlastyearandbookedbudgettrips.Reportedchangetotravelspendingoverthepast3monthscomparedtolastyearMorethanlastyearLessthanlastyearAboutthesame20%22%27%22%22%20%27%34%57% 53% 52%44%Black White Hispanic AAPI

'Pricetag’ofvacationstakenRespondentsallowedtoselectmultiplechoicesformultipletripsBlackWhiteHispanicAAPI40%Luxury25%27%18%37%Upscale33%32%25%41%Midscale45%41%42%21%Budget25%31%40%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy19dentsuConsumerNavigator-StateofTravel2022Vacationbudgetsandprice-tagstendtocorrespondtohouseholdincome77%74%ofhigher-incomehouseholdsreportspendingmoreontravelthisyearcomparedtojust45%and42%ofmiddle-andlower-incomehouseholds.Thereisalsoacleartrendbetweenvacationprice-tagandhouseholdincome.Reportedchangetotravelspendingoverthepast3monthscomparedtolastyearMorethanlastyearLessthanlastyearAboutthesame14%

'Pricetag’ofvacationstakenRespondentsallowedtoselectmultiplechoicesformultipletripsHHI>$100kHHI$50k-$100kHHI<$50k41%Luxury20%12%

32% 26%23% 32%

20%45%Upscale30%26%39%74%45% 42%HHI>$100k HHI$50k-$100k HHI<$50k

Midscale57%34%20%Budget18%42%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy20dentsuConsumerNavigator-StateofTravel2022Over60%ofvacationerstrimmedbudgetelsewheretohavemoremoneyfortravel77%Budgetforimpulsepurchases,clothing&apparel,diningoutandluxurygoodswascutbyover40%oftravelers.Categoriestravelerscutbackontoincreasetheirvacationbudget63%oftravelersreportcuttingdownonotherareasofspendtohavemorebudgetforvacations

ImpulsepurchasesClothing&apparelDiningoutLuxurygoodsJewelryLiveevents&experiencesGroceriesBeauty/groomingHouseholdrepairs/upgradesExercise&wellnessAuto/gasHouseholdnecessities

45%43%41%41%35%31%31%26%24%23%19%17%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy21dentsuConsumerNavigator-StateofTravel2022Spurredbyinflation,manytravelerslookedtogetmorebangfortheirbuck77%Atleast1in5travelerstookshorter&fewertripsthanplannedandcutbackontheirvacationbudgetforactivities&shopping.Sometravelerscombattedinflationbycancellingtripsorbookingcheaperflightsoraccommodations.Othersdidnotcompromisetheirtripsduetoinflationandreportincreasingbudgetforvacationactivitiesandbookinglongertrips.Reportedchangestotravelplansduetoinflation38%32% 29%21%14% 13% 13% 13%Iwentonshortertrips ItookfewertripsthanIcutbackspendingonIcutbackspendingon Icanceledtrips Iincreasedspendingon Ibookedacheaper Iwentonlongertripsplanned vacationactivities shopping/souvenirs vacationactivities flight12%12%14%7%7%7%6%6%IbookedacheaperIdroveinsteadofflyingIchosebrandswhereIItraveledtoacheaperIincreasedspendingonIbookedapremiumIupgradedmyflightNoneoftheabovehotel/rental/resorthadloyaltypointsdestinationshopping/souvenirshotel/rental/resortShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy22dentsuConsumerNavigator-StateofTravel20223in4consumershavevacationplanswithinthenext12months77%Higherincomehouseholdsaremorelikelythanotherdemographiccohortstohavevacationplansandtotravelwithinthenext1-3months.However,atleast62%ofallcohortssaytheyplantotravelinthenext12months.Consumers’nextvacationplans

ByDemographicsIdonotplantotravelWithin1-3inthenextyearmonths26%33%74%ofconsumershavevacationplanswithinthenext12months

7%24%19%18%28%15%26%33%23%18%39%23%29% 30%31%

17%38%23%20%26%21%Within7-12months

31%24% 25%

38%

34%22%20% Within4-6months25%ShoppingHabitsThroughExclusivity&Convenience:17%BlackWhiteHispanicAAPIHHI>$100k

HHI$50k-HHI<$50k$100kdentsuConsumerNavigator-StateofTravel2022

23Consumersaremostconcernedinflationwillgroundtheirfuturetravelplans77%Otherissues,includingtheongoingissueofflightdelaysandcancellations,personalsafetywhiletraveling,catchingCOVID-19andmore,arestillconcerningbutlessurgenttotravelers.Consumer’sconcernaboutthefollowingwhilebookingfuturetravelplansVeryconcerned75%24% 51% 50%23%22%51%28%28%Inflationincreasing Flightdelaysor Personalsafetyprices cancellations

Concerned48%46%44%22%23%24%26%23%20%CatchingCOVID-19AvailabilityofflightsComplyingwithregionalCOVID-19regulationsShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy24dentsuConsumerNavigator-StateofTravel2022Travelersofcoloraremoreconcernedaboutpersonalsafetythanwhitetravelers77%AAPIandHispanictravelersaremostconcernedaboutpersonalsafety,andoverhalfofBlacktravelersareconcerned.Inrecentyears,theindustryhasworkedtobecomemorerepresentativeincommunicationsaswellastoactivelyaddresstherealitiespeopleofcolorfacewhiletravelingandmaketravelaninclusivespaceforall.%ConcernedaboutpersonalsafetywhilebookingfuturetravelplansAAPI HISPANIC BLACK WHITE64%64%56%45%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy25dentsuConsumerNavigator-StateofTravel2022Lookingahead,consumersanticipatetheywillmakechoicesthatstimmyspending77%Consumersaremostlikelytoanticipatetakingfewer&shortertrips,reducingshopping&activitiesbudgets,ordrivinginsteadofflying.Consumersareleastlikelytoanticipatetakinglongertrips,upgradingtheirflights,increasingtheirshopping&activitiesbudgetsandchoosingpremiumaccommodations.LikelihoodtodothefollowingwhenmakingfuturetravelplansVerylikelyLikelyReducethenumberoftripsItake41%23%64%Reduceshopping/souvenirbudget36%25%61%Reducevacationactivitiesbudget33%27%60%Takeshortertrips32%27%59%Driveinsteadoffly36%23%59%Chooseacheaperflight33%23%56%Chooseacheaperhotel…30%22%52%Usepointstopayfortravel29%21%50%Traveltoacheaperdestination25%25%50%Cancelaplannedtrip24%16%40%Chooseapremiumhotel…15%15%30%Increasevacationactivitiesbudget14%15%29%Increaseshopping/souvenirbudget13%15%28%Upgrademyflights13%15%28%Takelongertrips12%14%26%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy26dentsuConsumerNavigator-StateofTravel2022IMPLICATIONSFORMARKETERSAmericansaretraveling,buttheyarealsomakingconcessions.Travelbrandscanhelpcost-conscioustravelershittheroadandsavemoneybybuildingeconomicuncertaintiesintotheirmarketingformulas.Forexample,DiscoverPuertoRicohastargetedUSmarketswhereairfaretoPuertoRicoislowest.And,Outdoorsy,theRVrentalcompany,hasacommercialthatpositionsRVtravelasmoreaffordablethanhotelsandairfareduringthistimeofinflation.Traveliscompetingwithothercategoriesforconsumerspend.Manyconsumerstellustheypulledbackspendonothercategoriesthissummerinordertohavemorebudgetfortravel.Aspricesriseonessentialitemsincludinggroceriesandhouseholdnecessities,consumersmaybegintoreversecourseandpullbackonspendingontraveltoaffordtheirday-to-dayneeds.Consumersappeartobenoticingthattripsarenotasaffordableastheyoncewere,andmanyareworriedaboutinflationwhenitcomestofuturetravelplans.Potentialheadwindsfortravelheadinginto2023.Three-quartersofconsumerstellustheyplantotravelwithinthenext12months.However,lookingtofuturetravelplans,consumersexpecttomakeconcessionssimilartothosetheymadethissummersuchastakinglessfrequenttripsandreducingvacationbudgets.Whileitmayseemcounter-intuitive,travelbrandsshouldboostmarketingspendtomaintainmomentumanddifferentiatethemselves.Consumerwillcontinuetotravel,buttheywillalsolookforbrandsthathelpthemsave.dentsuConsumerNavigator-StateofTravel2022ContentsTopConsumerInsightsTheStateofConsumerTravelInflationisShapingCurrent&FutureTravelBudgetsInfluencesonTravelBrand&DestinationChoiceClosingThoughtsdentsuConsumerNavigator-StateofTravel2022|NavigatorInfluencesonTravelBrand&DestinationChoiceWhenitcomestomakingchoicesabouthowandwheretotravel,consumersareinfluencedbyavarietyoffactors.Oursurveyseekstounderstandwhatfeaturesmakeconsumersmorelikelytochoosetravelbrandsthisyear,aswellaswhatsourcesofinspirationlooklikewhenplanningdestinationsandactivities.Itturnsoutthatinspirationisallaround!dentsuConsumerNavigator-StateofTravel2022Customerserviceisonparwithvalue&cleanlinesswhenchoosingtravelbrands77%Analmostequalshareofconsumerssaythatvalueformoney,cleanlinessandgoodcustomerserviceatleastsomewhatimpactstheirdecisionwhenchoosingtravelbrands.Brandreputationisalsoimportant,meaningtravelcompaniesmustleaveagoodimpressionthefirsttimeorriskalienatingconsumersforlife.Impactofthefollowingonconsumers’decisiontopurchasefromtravelcompaniesAlotSomewhatAlittleNotatallValueformoney66%24%6%5%Cleanliness/safetymeasures64%24%7%5%Goodcustomerservice59%28%9%5%Goodbrandreputation51%32%12%6%Lowestprice47%31%15%7%Inclusivetoallguests43%30%14%13%Desirableperksand/oramenities43%34%15%9%Treatsemployeeswell42%34%14%10%Goodpoints/loyaltyprogram38%28%18%16%Eco-friendlypractices31%32%20%18%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy30dentsuConsumerNavigator-StateofTravel2022Consumersareinspiredtotravelbythecontenttheyview,playandread77%Perhapsunsurprisingly,travelshowshaveinfluencedthegreatestshareofconsumerstobooktravel,followedbydocumentariesandfoodshows.Surprisingly,1in5consumershavebookedtravelafterplayingvideogames!ofthosewhohavebookedtravelafterviewing,readingorplayingthefollowingtypesofcontentTravelshows31%Documentaries22%Foodshows21%Videogames20%Historyshows19%Dramaorrealityshows17%Fictionbooks14%Cooking/cuisinebooks13%Non-fictionbooks12%Noneoftheabove40%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy31dentsuConsumerNavigator-StateofTravel2022CulturalentertainmentinspiresGenZtotravel,withvideogamesthe#1source77%Playingvideogames,viewingdrama/realityshowsandreadingfictionbooksareallsourcesofinspirationGenZover-indexeson.GenYtravelersarealsoinfluencedbyvideogames;however,theirtopsourceofinspirationistravelshows.ofthosewhohavebookedtravelafterviewing,readingorplayingthefollowingtypesofcontentGenZGenYGenXBoomers

VideogamesTravelshowsDramaorrealityshowsDocumentariesFictionbooksHistoryshowsFoodshowsCooking/cuisinebooksNon-fictionbooksNoneoftheabove

29%31%4% 16%27%38%28%24%16%23%27%2%26%13%23%26%26%19%10%5%22%21%14%21%17%29%22%8%15%18%7% 12%12%14%14%5%27%33%40%64%ShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy32dentsuConsumerNavigator-StateofTravel202277%Over2in5consumerssaytheirdestination&activitychoiceisinfluencedbysocialmediaGenZandYaswellastravelersofcoloraremostlikelytohavetheirdestinationandactivitychoicesinfluencedbywhattheyseeonsocialmedia.43%AGREE:Itendtochoosetraveldestinationsbasedonhowgoodtheywilllookonsocialmedia.46%AGREE:WhileonvacationtheactivitiesandsightsIchooseareheavilyinfluencedbywhatIseeonsocialmedia.

59%57%58%54%54%39%37%16%GenZGenYGenXBoomersBlackWhiteHispanicAAPI58%61%59%57%53%45%42%17%GenZGenYGenXBoomersBlackWhiteHispanicAAPIShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy33dentsuConsumerNavigator-StateofTravel2022Ascountries’politicshavebecomemorepronounced,travelersarepayingattention77%Over60%ofGenY,GenXandtravelersofcolorsaythattheyhavedecidednottovisitcertaindestinationsduetotheirpoliticsandvalues.64%63%66%61%61%57%55%51%48%AGREE:Therearedestinations(cities,states,andcountries)thatIwouldliketovisitbuthavedecidednottobecauseoftheirpoliticsandvalues.GenZGenYGenXBoomersBlackWhiteHispanicAAPIShoppingHabitsThroughExclusivity&Convenience:ConsumerSentimentStudy34dentsuConsumerNavigator-StateofTravel2022IMPLICATIONSFORMARKETERSInvestininnovatingthecustomerexperience.Anareaworthconsideringforinvestment,evenduringarecession,iscustomerexperience.Consumerstellusthatgoodcustomerserviceisonparwithvalueandcleanlinesswhenmakingtheirpurchasingdecisions–andit’sanareatravelbrandscanstandoutonamid‘travelnightmares’.Thecustomerexperienceisshapedacrosstheentireend-to-endjourney,frombookingtotraveltothereturnhome.Travelersnowneedmore,notless,assistance.Investinculturalentertainmenttopromotetravel.Travelbrandsshouldlookoutsidetheindustrytotheculturalcontentpeopleconsumeeverydaytopromoteandd