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Understandably, the needs of travelers are evolving just as the rest of the world grows and changes with time. Group travel professionals are tasked with keeping up, ensuring their offerings align with their client's expectations. If you're interested in learning more about what trends you should be aware of to instill confidence in your groups, keep reading.

According to Expedia Groups' latest Quarterly Traveler Insights Report (Q2 for 2022), enthusiasm for getting back on the road thankfully endures, despite inflation and rising costs.

GOING THE DISTANCE
When it comes to how far travelers are willing to venture, the report found a 50% year-over-year increase in traveler demand globally for long-haul flights. Unsurprisingly, major cities and beach destinations worldwide still top the list of popularity, including destinations such as London and Paris.

MORE SPONTANEITY
Travelers are also continuing the trend of mostly planning their trips in the short term, with the report finding travel searches in the 0- to nine-day window have increased more than 5% globally, and searches in the 61- to 90-day window saw the largest quarter-over-quarter lift at 15%. In contrast, the 91- to 180-day search window decreased more than 20% quarter-over-quarter.

TRAVEL FOR ALL
Inclusive travel and accessible tourism are also gaining in popularity, with 7 in 10 travelers saying they'd choose a destination, lodging or transportation option that's more inclusive of all types of travelers, despite the possibility of an elevated cost. In addition, 6 in 10 travelers reported they're interested in learning more about travel options that support local cultures and communities—supporting what we already know about travelers increasingly seeking out authentic and meaningful travel experiences of all kinds.

The report found that families are also back on the go, indicating that international family travel has recovered to pre-pandemic levels, and now accounts for the same proportion of travelers as in 2019 (about 15%).

MARKETING MATTERS
When asked about advertisements, the majority of those who were surveyed for the report said they'd made travel choices based on promotions or materials they felt represented them through messaging or visuals. Interestingly, this was consistent across age demographics: 76% of Gen Zers; 84% of Millennials, 80% of Gen Xers; 71% of Boomers; and 78% globally.

It's safe to say it's never been a better time to update your visuals and messaging to reflect diversity, helping your potential clients to feel seen.

Written by Sarah Suydam, Managing Editor for Groups Today.

 

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