What: Travelers Are Less Concerned About COVID-19
According to new research from Phocuswright (a sister brand of TravelAge West), travelers are less focused on pandemic-era considerations when it comes to booking a hotel stay. Instead, the U.S. Consumer Travel 2022: Shopping and Booking report indicates that travelers are more concerned with sustainability, travel style and budget as they choose their accommodations. The lodging report was released ahead of this year’s Phocuswright Conference, taking place in Phoenix, Ariz., from Nov. 14-17.
Why It Matters: Hotel Booking Behaviors Are Changing, and Advisors Should Take Note
Travelers’ hotel preferences and booking behaviors are changing. Travel advisors should note that the booking window for hotel stays has lengthened since last year — as there is less concern about COVID-19 disrupting travel plans — although it is still shorter than it was in 2019.
The study also reveals that the majority of travelers are willing to make choices for a more sustainable stay, indicating that advisors would do well to have eco-friendly hotel recommendations at the ready. Finally, agents should be sure to focus on their social media strategy; with consumers influenced more by the accounts of people they know (rather than celebrities or influencers), agents have more opportunity to boost business through these platforms.
Fast Facts: More Hotel Booking Trends
More findings from the report include:
- Hotels tend to be booked through the hotel’s website to get the best price or via an online travel agency (OTA) to accrue loyalty points.
- Younger travelers are leading the way on sustainable choices.
- Facebook and Instagram are the platforms that most commonly influence travel decisions.
What They Are Saying: Sustainability, Budget, Age and Other Factors Play a Role in Hotel Choices
“The way travelers want to experience hotel stays is changing,” said Eugene Ko, director of marketing and communications at Phocuswright. “People are now focusing more on travel style, sustainable decisions and budget-related concerns. Age is also playing a significant role in influencing how shopping and booking is taking place; younger travelers are much more likely to reach outside of their comfort zones, over-index on OTA usage and are more willing to make choices to enhance travel sustainability. Consumers are also gravitating more toward the social media accounts of people they know, rather than celebrities, when looking for hotel inspiration.”
