DOWNLOAD IMAGES HERE
TORONTO, Nov. 18,
2022 /CNW/ -- For the first time, Expedia Group is
unveiling a comprehensive view of travel trends across
Expedia®, Hotels.com and Vrbo, and the broader
travel industry in 2023. Sourced from the company's first-party
data and from custom research of thousands of travellers and
industry professionals across 17 countries, these top travel trends
prove there is no "one-size-fits-all" travel in
2023.i Instead, these trends point to a year
defined by the "no-normal."
"When we look at Expedia, Hotels.com, and Vrbo data together, we
see a detailed and robust picture of travel into 2023,"
said Jon Gieselman, president, Expedia Brands. "We're seeing a
surge in trips to culture capitals, a new wave of interest in
wellness retreats and a spike in demand for outdoor destinations
beyond just beaches and mountains — not a new normal but people
branching out to unexpected trends in what we're calling the 'no
normal.'"
Unexpected Travel Trends in 2023:
Set-Jetters
Booking a trip after binging a popular new series will become
serious business in 2023. Expedia research confirms that streaming
movies and TV shows are becoming more popular as sources of travel
inspiration (22%), closing the gap on the most popular source,
social media (30%). Furthermore, the small screen is now
considered on par with recommendations from friends and family when
it comes to travel inspiration.
- In Canada, more than half
(60%) of travellers considered visiting a destination that was
featured on a show or movie on a streaming platform, and 27% went
and booked a trip.
- Top destinations include the UK and New Zealand, with its landscapes featured this
year in a major fantasy epic, Paris and New
York also ranked highly, as well as the stunning beach
resorts of Hawaii.
Culture Capitals
National parks and outdoor spaces had big moments over the past
two years. Now, it's time for cities to see a comeback. Based on
traveller demand, most of the destinations seeing the largest
increases are all culture-rich cities where arts and cultural
festivities are getting back to full swing.
Check out the Edinburgh Fringe in Scotland, plan a trip to WorldPride in
Sydney or drink in the cherry
blossoms in Tokyo. In 2023,
culture capitals are calling:1
- Edinburgh, Scotland
- Lisbon, Portugal
- Tokyo, Japan
- Dublin, Ireland
- New York, USA
- Sydney, Australia
- Dubai, UAE
- Montréal, Canada
- Munich, Germany
- Bangkok, Thailand
Three-star Superstars
Travellers are seeking smarter ways to see the world, without
compromising on comfort or cool factor. In Canada, 41% of travellers admit they are more
concerned with value for money than ever before. Hotels.com data
shows interest in three-star hotels2 is up more than 20%
globally.
In 2023, 28% of Canadian travellers plan to stay in 1-3 star
hotels and 40% plan to book a vacation with added value inclusions,
such as toiletries or free breakfast. Showing a shift in mindset
from the post-pandemic bucket-list mentality and moving towards a
more spontaneous approach, a third would rather go on more trips in
three-star properties than splurge on one big luxury getaway. Fewer
stars do not mean lower standards, however. Many properties, such
as Una Vida in Mexico, or Mama Shelter in Paris, still offer excellent amenities,
stylish interiors and unique vibes as standard.
New Wave Wellness
Out with the old, in with the new wave wellness. Almost half
(45%) of travellers are more open to wellness breaks than ever
before but cite boredom with traditional wellness retreats and an
urge to experience something more exciting in 2023.
To capture this awakened market, hotels such as the Loire Valley
Lodge in France and Whitepod
in Switzerland are innovating
and offering advanced rejuvenation programs and hands-on activities
that encourage travellers to get up close and personal with nature.
The quirkier the activity the better; Sylvotherapy, or forest
bathing, and fruit harvesting are more popular than classic
activities.
Hot new hotel openings around the
world
New hotels that cater to evolving traveller needs are opening
around the world. These properties offer far more than a place to
sleep, with destination restaurants, co-working spaces, and
beautiful interiors as standard. From an art-filled social hub in
London to unbridled luxury in
Rome, these are the most exciting
hotels to have on your radar in the year ahead.
- La Palma | Capri, Italy
- 100 Princes Street | Edinburgh,
UK
- Ikos Odisia | Corfu,
Greece
- Celestial Suites | Kefalonia, Greece
- 1 Hotel Hanalei Bay | Princeville, Kauai
- Four Seasons Resort Tamarindo | Tamarindo, Mexico
- Alila Kothaifaru Maldives | Maldives, Indian Ocean
- Six Senses | Rome, Italy
- Atlantis The Royal | Dubai,
UAE
- art'otel London Battersea Power Station | London, Great
Britain
Foodie-menities
Kitchen credentials are a must, with travellers looking to plate
up whenever they please in their private escape. Almost half of
Canadian travellers (41%) feel that cooking is a great family or
group activity. Cooking at home can also be cost-efficient, with
38% of Canadian travellers plating at-home meals to cut down on
costs. And, when the best chef's table is within a private Vrbo
vacation rental, the top three culinary amenities sought after by
Canadians are an outdoor kitchen or grilling area, a professional
coffee maker, and an air fryer.
Ranch Retreats
Rustic getaways are on the rise, as travellers crave whole,
private vacation homes (the only accommodation available through
Vrbo) with abundant space and exhilarating views. Cue ranch
retreats, offering an intimate escape in the rugged wilderness.
Think log-lined cabins, flickering fires and sweeping vistas.
Travellers can live out their western fantasies by booking a
luxurious lodge, ranch retreat or farmhouse that fits the whole
crew. Destinations across the prairie provinces of Alberta, Saskatchewan, and Manitoba spring readily to mind, but the ranch
retreat is not confined only to Canada. For a home on the range in
Europe, travellers are booking
converted barns and farmhouses in the countryside of Italy, Spain,
France and the UK. Thrill-seekers
can also embrace their western wanderlust in Australia, where farmhouses in the outback
overlook acres of wineries and wild brush.
Hidden Gems
Travellers are also exploring unassuming locales and new places.
Demand for Vrbo's private vacation homes in each of these
destinations has increased by more than 30% or more since
September 2021:3
- Cape Breton, NS
- Chaudière, QC
- Charlottetown, PEI
- Canmore, AB
- Calgary, AB
- Prince Edward County, ON
- Winnipeg, MB
- Québec City, QC
- Cowichan Valley, BC
- Saanich, BC
Travel in 2023 will be about saying "no" to normal, breaking
routines and searching for experiences without compromises. Whether
it's flying to those once-in-a-lifetime events or hosting group
celebrations at a holiday home, travellers are no longer adapting
to the next new normal, but creating their own status quo
altogether.
An optimistic industry pushes forward
For the first time, the 2023 travel trends are being released at
the same time as insights from industry professionals, from
airlines to hotels to vacation rental hosts and more. In a tailored
report for travel partners, Expedia Group reveals the ways that the
pandemic forever changed travel. The research shows the highest
levels of optimism since 2020. Most professionals expect leisure
(71%) and business (70%) travel to return to pre-2020 levels within
two years. While travellers looking for a change of scenery kept
the industry afloat during the pandemic, all eyes are on the return
of international and business travel. In fact, more than half (51%)
in the industry say business is their organization's highest
priority in 2023.
Another insight from industry professionals shows travellers are
choosing options aligned with their personal values such as
sustainability, inclusivity, and accessibility. Most travel
businesses (60%) made changes in the last year to ensure their
services are inclusive and accessible. In fact, sustainability is
tied with marketing as the highest area of investment for 2023,
with one in five industry professionals saying they plan to invest
in sustainability next year.
For the full industry report on insights and actions for travel
partners, download the Traveler Value Index 2023
For the full consumer report on The No-Normal; Unexpected Travel
Trends in 2023, go to https://www.expedia.ca/2023traveltrends
About Expedia Group
Expedia Group, Inc. companies power travel for everyone,
everywhere through our global platform. Driven by the core belief
that travel is a force for good, we help people experience the
world in new ways and build lasting connections. We provide
industry-leading technology solutions to fuel partner growth and
success, while facilitating memorable experiences for travellers.
Our organization is made up of three pillars: Expedia Product &
Technology, focused on the group's product and technical strategy
and offerings; Expedia Brands, housing all our consumer brands; and
Expedia for Business, consisting of business-to-business solutions
and relationships throughout the travel ecosystem. The Expedia
Group family of brands includes: Expedia®, Hotels.com®, Expedia®
Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®,
Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media
Solutions, CarRentals.com™, and Expedia Cruises™.
For more information, visit www.expediagroup.com. Follow us on
Twitter @expediagroup and check out our LinkedIn
www.linkedin.com/company/expedia.
© 2022 Expedia, Inc., an Expedia Group company. All rights
reserved. Trademarks and logos are the property of their respective
owners. CST: 2029030-50
Follow Expedia on Instagram,
TikTok, Pinterest,
Twitter and YouTube.
Follow Hotels.com on Facebook,
Instagram, TikTok, and
Twitter.
Follow Vrbo on Facebook,
Instagram, TikTok, Pinterest,
and Twitter.
1 Based on global lodging demand and interest on
Expedia, comparing data for travel spanning 2021 – 2023 to identify
the fastest-growing destinations as of September 30, 2022.
2 Based on interest for 1–3-star hotels from
January 1, 2021 – December 31, 2021 vs January 1, 2022 – December
31, 2022 across US, CA, MX, UK, FR, NO, DK, SE, FI, JP and
KR.
3 Based on Vrbo demand from September 1, 2021 – August 31, 2022
i Methodology
The No-Normal study was conducted on behalf of Expedia Brands
(Expedia, Hotels.com, Vrbo & Wotif) by OnePoll, a global
strategic research firm. The survey was conducted online from
September 22 – October 14, 2022, across North and South America, Europe, and Asia-Pacific using an amalgamated group of
best-in-class panels. The study was conducted among 24,000
respondents across 17 countries, amongst adults who are planning
domestic or international travel in the next 36 months.
The Traveler Value Index (consumer) research was conducted by
Wakefield Research among 11,000 nationally representative adults
ages 18+ in eleven markets (Australia, Brazil, Canada, France, Germany, Japan, Mexico, South
Africa, South Korea, the
United Kingdom, and the United States) in June-July 2022, using an email invitation and an
online survey. The data was weighted to ensure reliable and
accurate representation. The overall margin of error for this study
is +/-.93 at the overall level and +/-3.1 in each market, at 95%
confidence.
The Traveler Value Index (industry professional) research was
conducted by Wakefield Research among 100 travel professionals each
in 11 markets (Australia,
Brazil, Canada, France, Germany, Japan, Mexico, South
Africa, South Korea, the
United Kingdom, and the United States) in June-July 2022, using an email invitation and an
online survey. Results of any sample are subject to sampling
variation. The magnitude of the variation is measurable and is
affected by the number of interviews and the level of the
percentages expressing the results. For the interviews conducted in
this particular study, the chances are 95 in 100 that a survey
result does not vary, plus or minus, by more than 3.0 percentage
points for the total 1,100 respondents, and 9.8 percentage points
for the 100 respondents in each country, from the result that would
be obtained if interviews had been conducted with all persons in
the universe represented by the sample.
SOURCE Expedia