Expedia Group‘s latest travel research reveals the factors influencing travel booking decisions against the evolving backdrop of the pandemic. What are these shoppers looking for, and how does that vary by age and location? How positive are travellers towards the prospect of travel? Ian Youngman looks at what it may mean for medical and health tourism.
Expedia Group’s Traveler Value Index research covered hotel, vacation rentals, air, car, and cruise. Conducted by Wakefield Research between April 16 and May 7, 2021, respondents included 8,000 nationally representative adults ages 18+ from eight countries: Australia, Canada, France, Germany, Japan, Mexico, the United Kingdom, and the United States.
The research showed promising signals in terms of travel trends, an optimistic outlook amongst travel shoppers, and important shifts in what travellers value the most. Key findings included:
Moving away from price
As vaccination rates rise and borders open across the globe, people are ready and eager to travel. However, the months of uncertainty are weighing on their travel decisions and shifting the conventional belief that price is the top driver of bookings. These insights show people want to book with trusted travel providers that will deliver on their experiences, keep them safe, and protect their financial investments.
Medical tourism customer choice is also driven by many factors, of which price is just one element rather than the most important influence.
This new research reinforces the shifting views on travel, including positive sentiment on vaccine passports, increased budgets, and an enduring demand for safety and financial security.
Improved outlook for 2021 and beyond
Despite a period of uncertainty, people are making travel a financial priority.
More than a third (34%) of travellers have larger travel budgets now compared to 2020. One in five expect travel to be the activity they spend most on in 2021, on par with major spending items such as home renovation (18%), and ahead of entertainment (12%), buying or taking care of a car (11%), or healthcare (11%). 36% would trade a pay raise for more vacation days.
Travel frequency
Travellers are thinking differently about the frequency and length of travel. Many (60%) are opting for domestic travel in the short-term, however they are planning to get away more often, nearly half (41%) wanting more frequent, shorter, trips.
The outlook for international travel is also improving, with more than a quarter (27%) considering a trip to another country in the next year. 71% are comfortable showing a vaccine passport to travel internationally.
The research also shows an increased desire for new and different experiences over nostalgic destinations, with three-quarters (75%) likely to select a travel destination they’ve never been to before. Additionally, more than half (52%) are likely to use a new mode of transportation, and nearly a quarter (22%) are looking for a once-in-a-lifetime experience on their next trip. Experiences could include aspects of health and wellness plus medical checks.
Decisions reflect personal values
People continue to make value-based decisions that reflect their own personal views when booking travel. They want to support sustainable practices, with nearly three in five (59%) willing to pay higher fees to make their trip more sustainable.
Additionally, a majority (65%) are more likely to book with travel providers that have inclusive policies. This includes properties that are owned by women and/or people of colour, are welcoming to the LGBTQIA+ community, and those that are supportive of people with disabilities. Germans (71%) in particular seek places with inclusive policies.
Some medical tourism destinations are still failing on stated policies on inclusivity or disability. Examples include the increasing homophobia and anti-foreigner sentiment in Hungary, and Saudi Arabia. It is still illegal to be gay in 69 countries, including Kenya and Nigeria.
Financial security and safety are top priorities
Ranking the factors shaping booking decisions across multiple travel experiences:
- The ability to get a full refund if plans change.
- Atypical, low pricing caused by low demand during the pandemic.
- Contactless experiences like card-less hotel or vacation rental entry, online check-ins, or digital boarding passes.
- Environmentally friendly policies such as a reduced use of plastics or locally sourced food and products.
- Enhanced cleaning and disinfection procedures.
- Flexible policies to change bookings.
- First-class benefits and upgrades.
Financial security and safety ranked as the highest priorities. More than one in four travellers most value the ability to get a refund, particularly for airline (26%) experiences, followed by enhanced cleaning and disinfection. The results highlight a need for travel providers to clearly communicate cancellation policies and cleanliness measures to help ease anxieties and build confidence.
Differences in values were found by age group, with indications that younger groups are less focused on price and refunds.
Vaccine passports
Vaccines are seen as key to reopening international travel corridors, and nearly three-quarters (71%) are comfortable with the concept of a vaccine passport.
Going somewhere new
The year at home not only created pent-up demand for travel but also increased the desire for new experiences and places. People are ready to use travel to outside their comfort zone. Three-quarters are likely to select a destination they’ve never been to before, which more than half (53%) say reflects their desire for new experiences.
Nearly half (48%) are open to booking through sites and companies they have never used before, if they believe that the provider can be trusted.
These findings may provide further argument for medical travel destinations to get an appropriate accreditation, as a means of developing provider trust. There is still very little research into whether potential medical travellers take any notice about an accreditation or certification. Destinations may be better to find alternative ways to encourage potential customers can trust them on what they offer and the price or estimate they give.
Trip frequency
60% are opting for domestic travel for the short-term, though the outlook for international travel is improving with more than a quarter (27%) considering
a trip to another country in the next 12 months.
Germans are most eager to cross the border, with nearly two in five (38%) likely to take an international trip in the next year.
More want to take frequent, shorter trips (41%), compared to those who want fewer, longer trips (28%).
These findings reinforce the existing patterns found in medical travel, where regional travel is more important than long distances for treatment.
What destinations can do
After a period when nothing seemed steady or reliable, familiar patterns are re-emerging in the global travel ecosystem. The arrival of vaccines is restoring freedom of movement and renewing the desire for connection. Now is the time to re-engage with marketing across channels and devices to reach travellers eager to explore again.
This does not mean a return to 2019 values however, as travellers want experiences that prioritise their safety and security.
Those in the industry that adapt to and deliver against new traveller values will gain a clear advantage in the race to capture post-pandemic demand.
The importance of cleanliness shows that that four in five travellers expect to make accommodation decisions based on implemented pandemic measures.
Destinations should ensure web content is up to date and clearly communicates cancellation policies and cleanliness measures. A range of published options and prices can also ease a customer’s anxieties.
Other recommendations from the research include ensuring destinations can deliver on the specific amenities, features, or social policies.
For medical travel destinations, the safety and cleanliness in hospitals and clinics is now even more important to the potential customer. Making the full actual price, not just treatment, clear in advertising and marketing will be vital, as will selective targeting of particular groups and countries.
Making use of new marketing, use social media, find ways to engender trust and sorting out disability and diversity practices are all actions that can be taken now, before border rules change and medical travel increases again.
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