Consumers are considering how inclusive current offerings are when searching for and booking travel, according to newly released data from Expedia Group Media Solutions.
The research shows the need for improvement, with around half of respondents saying that they have seen options that are accessible to all abilities (54%) and are inclusive of all types of travelers (52%). Nearly all travelers (92%) say that it’s important for travel providers to meet the accessibility needs of all travelers.
Most respondents (seven in 10) say they are willing to pay more to make a travel decision that is more inclusive, with 78% of respondents saying they have made a travel choice based on promotions or ads that they felt represented them. (This figure is even higher for millennials, at 84%.)
Sixty-four percent of travelers are also interested in supporting the local cultures in the destinations they visit.
Our findings show that consumers today are paying close attention to whether travel brands are authentically demonstrating a commitment to inclusion, diversity and accessibility.
“At Expedia Group, we understand the importance of not only practicing inclusion within our teams and across our brands, but also empowering our travel advertising partners to do the same,” said Jenn McCarthy, senior director of brand marketing at Expedia Group Media Solutions. “Our findings show that consumers today are paying close attention to whether travel brands are authentically demonstrating a commitment to inclusion, diversity and accessibility. A better understanding of how people perceive and value inclusive travel will help foster more inclusive and diverse travel experiences for all.”
How Marketers Can Be More Inclusive
Expedia Group shared several tips for how travel marketers can be more inclusive in their promotions and ads:
- Be thoughtful in representing a variety of perspectives.
- Assemble diverse imagery, recognizing that diversity can include races, genders, ages, families, couples, abilities, activities and more.
- Use welcoming, and respectful language across all marketing and travel listings, while also highlighting amenities and accessibility for travelers of all backgrounds and abilities.
- When using video, feature closed captioning and subtitles, and use legible fonts and contrasting colors to ensure content can be read by all.
