As travel and the industry powering it moves through recovery from the pandemic, Google has identified three key areas that will grow in importance over the next year.
According to the online search giant, heading into 2022, travel will become more meaningful, with a rise in “life moments” that were put on hold because of the pandemic.
Google commissioned Ipsos for a survey that reveals that more than half (56%) of Americans are likely to participate in a life moment in the next two years.
Among that group, travel plays a key role, be that traveling for a wedding, job, education or moving. Of those planning to participate in a life moment in the next two years, 78% are considering travel related to those moments.
According to the survey, 62% of Americans who have stayed in an accommodation or booked a flight for a life moment say previous experience with a brand is important when deciding on a brand.
About 78% of travelers who have stayed in accommodations or booked a flight say good change or cancellation policies are important when deciding on a brand, whereas 85% say affordable prices are important.
The study also reveals that 70% of travelers say a brand’s respect for COVID safety guidelines and restrictions is important when decided on a travel brand, and 57% of Americans who took a larger trip in the past year used an online source to get inspiration or ideas related to their trip.
On average, travelers who took a large trip in the past year spent 71% of their time researching their trip online.
In addition to a rise in life moments, Google believes travel will also become more inclusive moving into the next year, which will influence talent, teams, culture and marketing.
According to a report from Google/Storyline Strategies, travelers tend to value cultural engagement as a key deciding factor for destinations, and 86% of travelers of color have traveled abroad in pursuit of this goal.
Three in four travelers will seek out information specific to their cultural and ethnic backgrounds, with the top sources being word of mouth, travel guide sites and social media influencers.
Finally, Google says travel will become more purposeful moving into the next year, and data and insights will be necessary to influence sustainability.
According to Ipsos, environmental considerations are important to potential travelers, with more than 50% of travelers saying considerations such as carbon emissions and offsets are worth important when considering travel.
Additionally, 51% of travelers who stayed in accommodations or booked a flight for a life moment say sustainable/environmentally friendly options are important when deciding on a brand.
