Research shows demand for greater commitment to inclusion of all types of travellers
New data released by Expedia Group Media Solutions shows that, when searching for holidays, consumers are paying attention to how inclusive travel brands are and how well their marketing represents them.
According to Expedia's Inclusive Travel Insights Report, a travel brand's commitment to inclusion, diversity and accessibility is an influencing factor in consumers’ purchasing decisions.
As many as 7 in 10 consumers say they are willing to pay more when making a booking with a brand that is more inclusive to all types of travellers, while 78% of consumers said they’ve made a travel choice based on promotions or ads that they felt represented them through messaging or visuals.
Speaking about the findings, Expedia Group Media Solutions senior director of Brand Marketing Jenn McCarthy said: “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.
"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.”
Key insights from the Inclusive Travel Insights Report:
Accessibility in Travel
• 92% of consumers agree that it’s important for travel providers to meet the accessibility needs of all travellers
• Older generations are more likely to believe that accessibility is very important when making travel decisions – that's 54% of Baby Boomers and Generation X, compared to 49% of the general population.
Diversity in Travel
• 7 in 10 consumers would choose a destination, lodging or transportation option that is more inclusive of all types of travellers, even if it’s more expensive
• 78% have made a travel choice based on representation in travel advertising, promotions, or ads they felt represented them through messaging or visuals, and for Millennials, this figure is the highest (84%)
Local Culture and Community Engagement
• 64% of consumers are interested in learning more about travel options that support local cultures and communities
• More than 2 in 5 consumers have purchased from local communities and/or minority groups while travelling in the past two years, and 46% visited local cultural or historical sites
• Nearly two-thirds of consumers would choose a travel option that supports local cultures and communities, even if it was more expensive
Key Marketing Points
• Be thoughtful in representing a variety of perspectives and assemble diverse imagery, recognising that diversity can include races, genders, ages, families, couples and abilities,
• Use inclusive, welcoming and respectful language across all marketing and travel listings, while also highlighting amenities and accessibility for travellers of all backgrounds and abilities
• When using video, feature closed captioning and subtitles, and use legible fonts and contrasting colours to ensure content can be read by all
To read the full report, visit www.advertising.expedia.com