The 5 most important trends for travelers in Europe, the Middle East and Africa

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Our latest Travel Trend Report explains how travel in a big way is making a comeback. We recently shared our key Q1 takeaways for the North American market. In this post, we look at dates for travelers from Europe, Middle East and Africa (EMEA).

1. As restrictions eased, traveler searches increased

Just as we observed when looking at the global trends for Q1, we noticed a great appetite for travel from EMEA travelers at the start of the year. The global increase in search volume was partially led by travel buyers in EMEA, who saw a 25% increase in searches QoQ, which was only the search volume of North American travelers in the first quarter. Year-on-year, the rise in travel intent was even more pronounced, with EMEA search volume up a staggering 165% compared to Q1 2021 – growth over the week following news of the loss of restrictions and mandates.

2. Travelers became more confident to plan further out

Search windows continued the positive trends as EMEA travelers continued to search abroad compared to the previous quarter. In fact, the global share of searches for EMEA travelers who searched increased by 140% over the 91 to 180 day period. Looking specifically at international searches for this search window, EMEA saw the strongest increases relative to other regions, with growth of 110% sequentially.

And with domestic travel in mind, EMEA shoppers were also looking further afield, following the global trend. We saw EMEA domestic search share for the 0-21 day window decrease, with the share shifting primarily to the 91-180 day window, which increased by 225%. All of these are strong signs that demand for summer travel in the northern hemisphere could continue to rise in 2022.

Source: Expedia Group media solutions
Source: Expedia Group media solutions

3. People are planning to take more time to travel

In line with the other countries surveyed for the Expedia Vacation Deprivation Report 2022, working adults in Europe plan to take more vacation days in 2022 than in 2021. Not only that, but compared to the average number of days taken in the surveyed countries were reported that Europeans plan to take more free time than most (only respondents in Taiwan and Japan reported taking more time). In particular, working adults in France plan to take 30 days holiday, those in the UK 24, those in Germany 28 and those in Italy 24. This is welcome news for the industry and an opportunity for travel marketers to connect with EMEA travelers who are clearly optimistic and happy to get away.

Source: Expedia Group media solutionsSource: Expedia Group media solutions
Source: Expedia Group media solutions

4. Travelers booked more hotel and vacation rental stays

As we’ve seen globally and in North America, hotel and Vrbo vacation rental bookings are growing together. All regions posted at least double-digit growth, but EMEA saw the strongest quarterly growth at 150%. EMEA also saw a strong increase in length of stay across all accommodation types – more than APAC and LATAM. Looking specifically at the holiday apartments, the average length of stay in the region rose from 7 days to just under 7.5 days, while hotel stays also increased moderately.

Where EMEA travelers booked vacation rentals, the US city of Kissimmee (near Orlando’s theme park hub) was the most booked city for travelers in the region. Additionally, we have seen increased demand for vacation homes from EMEA travelers – particularly from the UK and Germany – during the US summer season. In fact, demand has almost returned to pre-pandemic levels. But in general, domestic travel continued to dominate the vacation rental space, with France being the most booked country for the region.

5. People are looking for ways to travel more sustainably

The Travel Trend Report also highlights some key findings from our recent sustainability study, which asked 11,000 consumers in 11 markets – including France, Germany and the UK – what they think of eco-friendly travel. Overall, 93% of European respondents said they would be willing to pay more for travel to ensure it was sustainable. Of these, almost half would pay more for sustainable food options. And nearly 60% said they would shop at local stores and restaurants rather than chains for future trips.

For more insights like these, register for our upcoming virtual Insights Summit on June 22nd. Or, to learn more about the trends discussed here on a global scale, download the full Q1 2022 Travel Trend Report, powered by 70 petabytes of first-party Expedia Group data and custom research.

Download the report.

About Expedia Group’s media solutions

Expedia Group™ Media Solutions, the advertising organization of Expedia Group, provides industry expertise and digital marketing solutions that enable brands to reach, engage and influence their qualified audiences of travelers around the world. Through its vast network of leading travel brands and global outlets, Expedia Group Media Solutions provides marketing partners with proprietary data-driven insights into traveler behavior at every stage of the buying journey, as well as dynamic advertising solutions to deliver strategic and measurable campaign results. Visit www.advertising.expedia.com for more information.

© 2022 Expedia, Inc., an Expedia Group company. All rights reserved. Trademarks and logos are the property of their respective owners. CST: 2029030-50

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