Long-haul destinations make a comeback, says Expedia


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shutterstock 466511777

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Expedia Group Media Solutions, the global travel advertising platform connecting marketers with millions of travelers across the Expedia Group brands, released its Q2 2022 Traveler Insights Report. The quarterly report combines Expedia Group first-party data and custom research with actionable insights and industry examples to support travel marketers on their continued journey toward rebuilding.

“Despite a variety of industry and economic headwinds during Q2, people still found a way to travel, and in many cases, went further afield,” said Jennifer Andre, Global Vice President, Media Solutions.

“The return of long-haul and international family travel, higher hotel average daily rates and higher average ticket prices in Q2, are just a few positive indicators for what we hope will be a strong second half of 2022. Our latest report provides valuable data and insights to help marketers effectively reach and engage potential travelers and capture sustained traveler demand.”

Travel Searches Hold Steady

Following a 25% quarter-over-quarter surge in searches globally between Q4 2021 and Q1 2022 across the Expedia Group branded sites, search volumes held steady in Q2, indicating sustained interest and enthusiasm to travel. APAC saw strong double-digit growth between Q1 and Q2 (30%), followed by Europe, the Middle East, and Africa (EMEA) at 10%.

Search Windows Still Shorter

Seasonal holidays and a palpable desire to travel in the near term, coupled with economic and pandemic-related concerns and regional instability, contributed to growth in shorter search windows during Q1. Global share of searches in the 0- to 90–day window increased more than 5% quarter-over-quarter, with the 61- to 90–day window seeing the largest quarter-over-quarter lift at 15%.

Long-Haul Destinations Returning

As with prior quarters, major cities and beach destinations around the world remained popular with travelers in Q2, but London and Paris had particularly strong showings. On the global top 10 list of booked destinations in Q2, London took the No. 3 spot, and made the top 10 list of booked destinations across all regions. London was the No. 1 booked destination by travelers from APAC and EMEA and made new appearances on the top 10 lists for travelers from Latin America (LATAM) and North America (NORAM).

Demand Stays Strong Despite Rising Costs

Q2 continued the growth momentum from Q1, with lodging bookings at the highest in Expedia Group history. A prior-year comparison shows total gross bookings were up by double digits, as travel demand further improved. Lodging demand increased quarter-over-quarter in Q2, with APAC seeing the strongest growth. With sustained demand globally, average daily rates (ADR) in Q2 increased quarter-over-quarter and even more so compared to Q2 2019, while room night cancellation rates globally declined by double digits compared to Q2 2019.

These insights point to the gap in accessible and inclusive options in the travel marketplace, as well as the opportunities for travel brands to improve offerings and make travel accessible to all travellers, everywhere.

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