The Inbound Report

Covering the Inbound Tourism Industry Since 1996

Why Colombia?

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The numbers* behind 2021’s most productive overseas source market for inbound tourism.

Why Colombia? We asked that question in the last issue of INBOUND as the arrivals data from the U.S. National Travel and Tourism Office (NTTO) showed that the country produced more overseas visitors to the USA than any other overseas source market. And in doing so, Colombia set a record in the category, generating more than one million visitors to the United States for the first time.

Do the data that NTTO turns out in abundance have an answer to the question? Rather than speculate that much about what could have or might have explained Colombia’s unusual success in increasing its volume of visitors to the USA, we asked a leading expert in the matter, Ron Erdmann, senior research associate at CIC Research, Inc. and a long-time analyst of, and expert on, international tourism to the United States what the data told him. Along with some help of the U.S. Commercial Service in Colombia, he responded. Part of what he told us follows:

Again—Why Colombia?

—Part of the answer has to do with the air lift capacity from the country. We know that, with the increased lift, there are far more non-U.S. travelers on the flights between the U.S. and Colombia (64 percent non-residential vs. 36 percent U.S.), so the increased air capacity helps inbound traffic.

—Also, there were less restrictions on travel, plus many Colombians came to the USA to get the COVID shot, as there were fare easier to get here (in the U.S.) than in Colombia.

—A trend already? (Not right away.) From 2015-2017, Colombian arrivals to the U.S. declined between 1-3 percent each year.

—In 2018, Colombian arrivals increased by 12 percent over the previous year to 942,617 visitors.

—In 2019, Colombia set a record for arrivals, with 944,013 visitors—up only 0.1 percent over the previous year, but enough to set the record.

—In 2020, arrivals dropped by 71 percent to 270,110. This was the lowest arrival total from the country since 1996, when 249,851 Colombians visited the United States.

—In 2021, Colombia posted a 294 percent increase over the 2020 arrivals mark to set a new arrivals for visitation to the USA at 1,063,659.

—Colombia became the top overseas market for the USA in 2021. The year before, 2020, it ranked 11th in arrivals to the United States.

Then, there is the matter of miles (or kilometers, if you will) begging the question: Is Colombia really a long-haul source market? Flights from Medellin to Miami (1,382 miles away) or Cartagena to Miami (1,104 miles) aren’t much different than the distance from Miami to New York City (1,104 miles).

Another factor: Were Colombians burst out to familiar places (and, possibly, familiar prices) in their zeal to “get out” and travel following the harshness of the global pandemic in 2020? (More than seven out of 10 Colombians traveling to the United States visited Florida last year.)

Take a look at some of the tables that follow. All are about Colombia. They probably raise more questions than they ask.  We’ll have a better idea for comparisons (2201 vs. 2019, for instance) once final datal for last year are available. A* Almost all of this article relied on research and publications put out by the U.S. National Travel and Tourism Office. For more information, contact David Huether,
deputy director for research. David.Huether@trade.gov.

Arrivals from Columbia to the United States

2000-2021

YearNumber of Colombian Arrivals (000s)Percentage (%) change from previous year
20004170%
2005325+10%
2010495+17%
2015862-3%
2016853-1%
2017842-1%
2018943+12%
20199440
2020270-71%
20211,064+294%

Destinations Visited in 2019

Percentage (%) Visiting the Destination

95% Confidence Interval (CI)

Regions in Boldface

Destination% Visiting
EAST NORTH CENTRAL3.73%
Illinois2.82%
Chicago2.72%
MIDDLE ATLANTIC17.85%
New Jersey3.67%
New York (state)15.19%
New York City15.20%
MOUNTAIN5.97%
Nevada3.28%
Las Vegas3.24%
PACIFIC10.09%
California9.59%
Los Angeles6.38%
San Francisco3.44%
SOUTH ATLANTIC69.46%
Florida64.55% (72.95% in 2021)
Fort Lauderdale8.64%
Miami43.75% (54.65% in 2021)
Orlando29.18%
Tampa-St. Petersburg2.64%
West Palm Beach4.15%
Georgia2.22%
Atlanta1.98%
Washington, D.C. (metro area)3.97%
WEST SOUTH CENTRAL6.21%
Texas5.46%
Houston3.45%

Port of Entry Used to Clear U.S. Customers—2019

LocationPercentage (%) of Respondents
Miami37.6%
Fort Lauderdale14.4%
Orlando12.4%
New York/New Jersey11.9%
Los Angeles5.9%
Houston4.7%
Atlanta2.7%

Spending Trends (Exports)

In Millions of U.S. Dollars

Year2011201220132014101520162017201820192020
Total Travel & Tourism Exports$2,036$2,436$3,043$3,466$3,357$3,196$3,155$3,412$3,337$1,152
Air transit cost$494$600$664$792$734$635$670$706$682$213
% YoY Change+4%  +20%  25%  14%  -3%   -5%   -1%   +8%  -2%   -65%  

Trip Purpose

One purpose, % of Respondents

Main Purpose2011201220132014201520162017201820192020
Vacation / Holiday46.0%  53.0%  54.0%  64.4%  60.5%  58.5%  57.9%  63.6%  58.7  56.2%  
Visit Friends, Relatives28.0%  23.5%  19.6%  18.5%  19.0%  20.9%  22.4%  21.7%  21.2  30.0%  
Business  14.1%  8.6%  13.6%  7.4%  9.1%  8.3%  7.6%  7.2%  9.6  8.1%  
Conv, Conf, Trade Show4.7%  10.4%  4.7%  5.2%  5.8%  6.2%  8.8%  4.5%  5.6  2.7%  
Education  6.4%  3.5%  7.0%  3.7%  4.5%  4.7%  2.8%  1.8%  3.8  2.7%  
Health Treatment0.1%  0.2%  0.0%  0.1%  0.6%  1.0%  0.3%  0.6%  0.3  0.0%  
Religion / Pilgrimages0.1%  0.0%  0.4%  0.1%  0.2%  0.1%  0.2%  0.1%  0.5  0.0%  
Other  0.5%  0.8%  0.8%  0.5%  0.3%  0.4%  0.0%  0.5%  0.3  0.3%  

Information Sources Used for Trip Planning

(Percent of Respondents)

Source201220132014201520162017201820192020
Airlines  44.1%  51.1%  49.3%  53.7%  50.4%  49.5%  53.7%  48.8%  57.3%  
Personal Recommend27.1%  22.8%  32.2%  34.3%  33.8%  35.7%  36.7%  34.6%  40.4%  
Travel Agency (Online)33.2%  42.7%  33.0 % 35.3%  32.1%  35.4%  32.3%  32.7%  30.7%  
Travel Office Nat’l, State City27.9%  16.5%  18.1%  14.2%  11.5%  15.9%  12.9%  14.1%  10.7%  
Corp. Travel Department9.0%  7.4%  6.9%  9.0%  7.1%  9.0%  6.8%  8.6%  7.8%  
Travel Agency (Office)12.6%  10.0%  12.4%  10.0%  8.6%  9.3%  11.6%  9.7%  7.3%  
Travel Guides  7.0%  9.0%  7.0%  7.0%  8.4%  7.1%  8.9%  7.0%  6.5%  
Tour Operator -Travel Club8.9%  3.5%  5.0%  5.0% 4.9%  6.8%  6.5%  6.1%  5.0%  

Activity Participation

(Percent of Respondents)

Activity – Participation201220132014201520162017201820192020
Shopping  92.9%  93.1%  92.7%  92.7%  89.5%  88.9%  86.4%  87.0 % 89.7%  
Sightseeing  71.6%  67.5%  70.4%  67.9%  69.5%  70.8%  74.7%  70.4%  69.2%  
Amusement – Theme Parks31.1%  39.0%  50.9%  49.4%  44.5%  47.2%  43.0%  43.5%  36.0%  
Dining (experi – ence) Fine37.2%  52.0%  44.7%  51.2%  31.7%  27.3%  26.2%  25.5%  29.5%  
Small Towns  16.3%  29.9%  26.1%  24.5%  27.0%  28.6%  26.7%  28.9%  27.9%  
National Parks, Monuments19.1%  24.7%  25.6%  26.2%  26.4%  27.4%  26.9%  28.5%  26.2%  
Historical Locations14.2%  22.7%  16.5%  17.8%  21.1%  25.8%  19.5%  21.1%  17.0%  
Art Gallery – Museum17.6%  21.0%  18.8%  19.2%  20.5%  21.6%  23.5%  23.9%  16.9%  
Nightclubbing – Dancing14.8%  15.8%  18.2%  18.6%  18.5%  19.2%  16.1%  16.0%  16.5%  
Cultural/Ethic Heritage Sites7.7%  14.7%  12.2%  13.7%  13.8%  13.5%  15.4%  15.5%  14.3%  
Sporting Event  7.2%  11.9%  6.3%  9.3%  9.6%  10.0%  9.4%  8.6%  8.7%  
Guided Tours  14.4%  19.0%  16.1%  12.9%  16.0%  13.9%  15.5%  15.1%  8.6%  
Casinos – Gambling5.1%  8.2%  3.7%  6.3%  4.3%  2.7%  3.3%  3.9%  5.9%  
Concert, Play, Musical14.3%  17.4%  12.2%  11.9%  13.2%  9.7%  11.2%  8.9%  5.7%  
Am. Indian Communities1.9%  5.7%  4.0%  2.5%  4.7%  3.6%  4.1%  3.2%  4.1%  
Camping – Hiking1.1%  2.0%  0.9%  1.3%  1.8%  1.1%  1.3%  1.2%  3.8%  
Snow Sports  1.7%  4.8%  1.8%  0.9%  1.6%  1.0%  1.1%  2.0%  3.7%  
Water Sports  6.1%  3.8%  4.6%  4.3%  3.7%  4.4%  3.4%  2.6%  3.3%  
Golfing, Tennis  4.4%  1.7%  2.8%  2.8%  2.3%  1.9%  1.8%  1.8%  3.2%  
Environmental- Eco Excursions1.1%  3.3%  4.2%  2.1%  2.2%  2.8%  4.4%  2.9%  2.9%  
Hunting, Fishing2.3%  2.1%  1.2%  2.1%  1.4%  1.7%  1.1%  1.0%  2.4%  

* INBOUND relied on NTTO and its products for the data that appear in the above article

Toward a More Stable Future

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New Expedia™ study shows a re-awakening among markets, as well as confirmation of what most of us already new—NYC is the only Top Ten destination in all four major world regions.

For the business quarter since the very end of 2019 and up to the beginning of 2022, the global outlook for the tourism and travel industry was mired in a muddy mess. The Expedia Group™ 2021 Q4 Travel Recovery Trend Report, which was put together using a mountainous collection of data, is encouraging—even as the recent Omicron variant of COVID 19 has wreaked havoc all over the globe. As the document put it, “Despite a bumpy quarter, there is still a tremendous appetite for travel compared to 2020. Global search volume in Q4 was flat quarter-over-quarter, but up over 70 percent year-over-year, indicating that travelers are still eager to get away.”

Shaped in the penumbra of a fading pandemic, the Expedia report tells us, “After nearly two years of the pandemic, consumers have learned how to travel under everchanging circumstances, based on their comfort level and local government and health guidance.” It added, “We anticipate that travelers will continue to adapt their travel behaviors and preferences as the landscape changes. Year-over-year progress is encouraging, and we remain confident in the power of travel and the resilience of both the industry and travelers.”

What follows is a series of written snapshots which present most of the elements of the Expedia Group’s 2021 Q4 Travel Recovery Trend Report.

###

● Appetites Continue to Grow: Despite a bumpy quarter, says Expedia, there is still a tremendous appetite for travel compared to 2020. Global search volume in Q4 was flat quarter-over-quarter, but up over 70 percent year-over-year, indicating that travelers are still eager to get away. In the APAC, search volumes were up nearly 35 percent over Q3.

● Search Windows Lengthen as Borders Reopen: As more borders around the world reopened to international travelers in Q4, and travel shoppers booked ahead for the winter holiday season, global share of searches in the 31+ day search window grew 15 percent quarter-over-quarter, taking share primarily from the 0- to 21–day search window.

● Consistent Demand for Long-Haul Destinations: Demand was sustained for destinations beyond travelers’ home regions, and big cities continued to be an attractive choice for travelers around the world. The APAC region had four new destinations enter the top 10 in Q4 – more than any other region.

● Vacation Rentals Maintain Popularity: In Q4, global lodging bookings (including both hotels and vacation rentals) were up more than 50 percent year-over-year. Looking at quarter-over-quarter demand globally, in Q4 there was a shift from hotels to vacation rentals, prompted in large part by the busy holiday travel season and vacation rentals’ continued popularity among friends and families traveling together.

● Appetite Continues to Grow: Evidence continues to build that travel shoppers are ready to see the world again. Compared to Q3, overall global search volume in Q4 remained relatively flat, but when compared to the same period in 2020, global search volume was up 70 percent. Results from a different

● The Expedia survey in eight countries (U.S., Canada, Mexico, UK, France, Germany, Japan, and Australia) found that 81 percent of travelers are planning to take a leisure trip in the next six months, with North American and European travelers showing the greatest propensity to travel for leisure during the same time (86 percent).

Global Search Demand Trends

● Australia’s Re-opening Gave Q4 a Positive Start: Following Australia’s October 1 announcement that it would reopen its borders to international travelers in November, global searches increased 5% week-over-week. And during the week of October 11, APAC international searches saw a 25 percent lift week-over-week.

● November 8 end to U.S. Border Restrictions Provided a Global Boost: The reopening piqued interest for Germans as traveler search volume for trips from Germany to the U.S. jumped more than 300 percent from October to December 2021, moving from the 43rd position to 13th among searches for Q4.

● Searches Spike at the End of December: Global week-over-week searches spiked during the week of December 27, possibly due to travelers reacting to thousands of delayed or canceled flights. However, this heightened interest continued into the first weeks of 2022.

● Search Windows Lengthen with Border Re-openings: As borders around the world continued reopening to international travelers in Q4, there was a lengthening in global search windows. Forty percent of global searches fell within the 31-plus-day search window, a 15 percent increase over Q3, taking share primarily from the 0- to 21–day search window.

● Regionally, EMEA saw the greatest swing toward longer search windows in Q4, with the 31-plus day search window increasing 30 percent over Q3. NORAM and APAC saw minor shifts in search window share for the 31- day search window, while LATAM was flat.

● International Search Window: More borders opened around the world, resulting in changes to international search window share quarter-over-quarter and fluctuations throughout Q4. Forty percent of global international searches occurred in the 0-to-21–day search window, a 10 percent decline from Q3, while share for the 31- to 90–day search window grew 20% quarter-over-quarter

● Consistent Demand for Long-haul Destinations (with More to Come): The trend that Expedia first identified in Q2, of travelers looking and booking destinations further afield—outside of their region of the world—continued into Q4. LATAM led this trend, to the extent that five out of the top 10 most in-demand destinations for travelers living there were located in other parts of the world. Plus, non-APAC destinations— Dubai and Honolulu—made up two of the four new entrants to the APAC top 10, with Sydney and Singapore also joining that list.

Expedia Group

Top 10 Booked Destinations by Region

Q4, 2021

APACEMEALATAMN. AMERICA
1. Seoul1. London1. Mexico City1. New York
2. Tokyo2. Dubai2. New York2. Las Vegas
3. Seogwipo3. New York3. Cancun3. Orlando
4. Sydney*4. Paris4. Rio de Janeiro4. Los Angeles
5. New York4. Istanbul5. Sao Paulo5. Cancun
6. Singapore*6. Copenhagen6. Paris6. Miami*
7. Busan7. Stockholm7. Orlando*7. Chicago
8. Dubai*8. Amsterdam*8. Playa del Carmen8. Honolulu
9. Honolulu*9. Berlin9. Las Vegas9. Atlanta
10. London10. Barcelona10.  Madrid10. Francisco

* New Top Ten Destination

● In contrast, North America–based travelers continued to book closer to home, with Cancun being the only destination outside the region making the top 10 list for NORAM bookers. However, this tendency looks likely to change in 2022: Expedia’s 2022 Travel Trends Report found that 68 percent of Americans are planning to go big on their next trip, and many are eyeing intercontinental destinations. (Note that NYC is in the Top Ten in all four global regions.)

● Vacation Rentals Maintain Popularity: In Q4, global lodging bookings— for hotels and vacation rentals combined—were up more than 50 percent year-over-year. Comparing bookings in Q3 and Q4, there was a shift in share from hotels to vacation rentals – no doubt prompted by the busy holiday travel season and continued popularity of vacation rentals among friends and family groups. LATAM had a particularly strong quarter for vacation rental bookings, which were up more than 100 percent quarter-over-quarter.

May the Worst be Behind Us

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The U.S. National Travel and Tourism Office (NTTO) has turned out its quick release on key international arrivals numbers for 2021—the full year version—and these figures prompt the reader to hope that the worst is finally behind us.

About the future: One can’t really make a solid projection of what all the NTTO data this month mean, except to suggest that another pandemic—now a part of our consciousness—can make a mess out of anything. Let’s hope this doesn’t happen. Even so, with that as a caveat, there are some points that the full-year data raise that beg for answer.

● How, in the midst of a devastating year for every other source market for overseas tourism, did Colombia set a record for its output of visitors to the USA—more than a million, in fact. The short answer is that the country enjoys its status as a great place for travelers from other South American and Central American markets to connect to and from the United States. As well, according to OAG, Colombia has fewer impediments to international travel than any other major market, save Mexico. (See article on the subject here.)

● Will South America continue to have an increased share of the overseas visitation to the USA? Already, some carriers have announced plans to increase capacity to the continent and to the LATAM market in general.

● Will China and Japan (two out of the top three overseas country source markets) begin to relax requirements for international air traffic before the year 2022 becomes a non-starter?

Following are some of the latest data contained turned out by NTT0.

Non-Resident Arrivals to the U.S.

by World Region of Residence

December 2021 and Year-to-Date

World Region of ResidenceNumber of Arrivals2021 Share% Change from 2020Arrivals YTD 2021 (Thru December)2021 Share% Change from 2020
Western Europe641,87237.8+2062.11,697,63318.5-23.5%
Eastern Europe46,9322.8+265.8263,9472.9+6.0%
Asia217,01312.8+306.31,289,36814.1-40.4%
Middle East56,4323.3+290.5512,7795.6+95.8%
Africa17,2661.0+97.0153,8411.7+43.6%
Oceania24,4671.4+928.067,3960.7-73.7%
South America406,31223.9+153.23,018,85532.9+110.7%
Central America150,8298.9+142.51,180,70712.9+201.9%
Caribbean138,5258.2+95.6990,18110.8+93.7%
Total Overseas1,699,648100.0+309.69,174,707100.0+93.7%

Top 20 Overseas Arrivals

Month of December 2021*

Country of Residence & RankArrivals% Change
1. United Kingdom198,383+3186.1%
2. Colombia129,755+116.2%
3. Brazil94,891+1996.1%
4. France92,650+2219.1%
5. India89,310+260.0%
6. Germany84,114+2049.6%
7. Spain60,980+1236.7%
8. Dominican Republic55,953+75.9%
9. Italy45,0621524.4%
10. Costa Rica39,166+103.9%
11. Chile35,748+120.2%
12. Argentina34,447+101.7%
13. South Korea32,783+348.8%
14. Peru32,282+123.6%
15. Ecuador32,01136.1
16. Guatemala31,004139.4
17. Venezuela30,53681.3
18. Netherlands29,6451259.9
19. El Salvador29,541163.2
20. Honduras28,924162.5

*Quick Release—no Canada; no Mexico land arrivals

Top 20 Overseas Arrivals

Year-to-Date (thru December) 2021*

 Country of Residence & RankArrivals% Change
1. Colombia1,063,659+293.8%
2. United Kingdom460,749-36.9%
3. India433,305+29.0%
4. Ecuador407,417+140.6%
5. Dominican Republic405,869+127.1%
6. Peru404,937+340.5%
7. Argentina301,794+52.6%
8. Guatemala279,896+249.5%
9. Costa Rica266,772+161.2%
10. Germany249,154-15.2%
11. Honduras241,579+250.0%
12. Brazil239,336-43.5%
13. France222,036-25.4%
14. Venezuela221,502+153.9%
15. Israel208,264+145.6%
16. Chile207,333+57.1%
17. El Salvador203,053+231.1%
18. South Korea202,711-53.9%
19. China, PRC191,776-49.3%
29. Spain182,458+20.4%

*Quick Release—no Canada; no Mexico land arrivals

Overseas Arrivals

2019-2020

YearNumber of Overseas Arrivals
201940.4 million
20207.6 million

International Arrivals

2019-2020

YearNumber of International Arrivals
201979.7 million
202019.4 million

Canada: Overseas Arrivals

2019-2020

YearNumber of Overseas Arrivals
201920.7 million
20204.8 million

Mexico: International Arrivals

2019-2020

YearNumber of International Arrivals
201918.3 million
20207.04 million

Special Note: INBOUND staff and the travel and tourism industry rely on the research staff at the National Travel and Tourism Office, led by David Huether, Deputy Director of Research, to provide monthly statistics and data on travel to and from the United States.

TRADE TALK & Tourism Industry Buzz

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● IATA calls on governments to step up the relaxation of travel restrictions as COVID-19 continues to evolve from the pandemic to endemic stage. The International Air Transport Association has called for removing all travel barriers (including quarantine and testing) for those fully vaccinated with a WHO-approved vaccine, enabling quarantine-free travel for non-vaccinated travelers with a negative pre-departure antigen test result, removing travel bans, and accelerating the easing of travel restrictions in recognition that travelers pose no greater risk for COVID-19 spread than already exists in the general population. You’ll find more detail in a comprehensive, 1,260-word article in TravelDailyNews.

● ABA Marketplace tells us face-to-face, in-person trade shows still drive travel and tourism industry, even if virtual business is here to stay. According to ABA, it “made a triumphant return to live events” when it held its ABA’s Marketplace in Grapevine, Texas, Jan. 8-11.

ABA’s Marketplace by the Numbers:

—1600+ people attended the show.

—447 motorcoach and tour operators were in attendance

—133 motorcoach and tour operator delegates took appointments all week

—30 appointments on average were prescheduled for each seller

—80 sponsors

—Networking Floor offered 6 motorcoaches and 101 exhibitors

Click here for full recap of Marketplace activity.

● Brands don’t close the deal in China; key opinion leaders (KOLs) do. Data from the Jing Daily report, The Drop: Understanding Successful Brand Collaborations, shows that most luxury brands rely on influencer engagement for social media campaigns in China. For example, Bobbi Brown x Monopoly in Fall 2021 used KOLs to produce over 75 percent of the drop’s original promotional content on Weibo. So why aren’t brands following in Bottega Veneta’s footsteps by deleting Weibo. Read more here.

● Visit Tampa Bay is launching a Riverwalk Attraction Pass, a new program connecting local attractions near the Tampa Riverwalk. As the local ABC TV news outlet describes it: “Similar to the very successful CityPASS program, which includes some of Tampa Bay’s largest attractions on one inclusive ticket for a discounted price, the Riverwalk Attraction Pass brings together many attractions but also enables museums and centers that would have been traditionally excluded to be part of a holistic program.” Read the full news item here.

● MSC Group and Lufthansa Offer to Buy ITA Airways. From the Travel Market Report: “MSC Group, the largest container shipping line in the world and parent company of MSC Cruises, and Lufthansa are in the process of creating a partnership with the Italian Government to purchase ITA Airways, the carrier that was formerly Alitalia.” More details here.  

● Rezdy’s CEO, Chris Atkin, has some predictions for the future of the experiences Industry. A sample: “QR codes had a rocky adoption but that has turned around in the last few years as people have been trained through COVID to use QR codes to travel, view menus, or demonstrate their vaccine status. Tomorrow’s travelers do not want paper vouchers but expect QR codes and e-tickets that can be stored in smartphone ‘wallets,’ the same as an airline boarding pass. It’s a must-have, not a nice-to-have, both for ease and hygiene reasons. Technology will power much of 2022 from discovery to entry of all experiences.” Read more here.

● Oh, to be married at sea. British-flagged carriers may soon be able to do so. Read more in this item published last week by Travel Weekly UK.

● Alabama Tourism Department announces a new, statewide attraction ticket program. The mobile ticket program is a new plan to allow travelers the opportunity to visit more attractions at a discounted rate. “All-in-One” attraction tickets will be sold directly to the public, tour operators and other distribution channels on the consumer – and tour operator – levels. 39 attractions representing six different ticket options are the first phase of the program rollout. Read more here.

Expedia: Pursuit of Travel is on Horizon

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Among the Survey findings: Brits ready to travel internationally. Expedia Group’s just released “Expedia® Traveler Value Index 2022 Outlook” should encourage travel suppliers and destinations that, even with the ominous shadow of a global pandemic always a threat, people want to travel, and travel internationally in 2022.

“There has been a palpable shift from counting down to an undetermined date when the pandemic will ‘end’ to the widespread understanding that COVID-19 may continue to be managed over time,” the report tells us.

So, the study’s preface explained, to better understand what’s coming in 2022, Expedia conducted a study in collaboration with Wakefield Research in November 2021 among 5,500 nationally representative adults ages 18+ across Australia, Canada, France, Germany, Japan, Mexico, the UK, and United States.

Conclusion? “The findings suggest that after two years of enduring the global pandemic, people value travel and personal time more than ever,” noted the report. Some highlights from the comprehensive work follow.

1. Most people will travel in the next six months — and frequent, quick trips are trending.

—81 percent plan to take at least one vacation with family and friends in the next six months.

—78 percent are most interested in frequent short trips. As people head back into the office and kids remain in school, individuals and families may be looking for more quick doses of adventure.

—56 percent of those who work often work remotely will take a “bleisure” style trip—a extending a work trip for leisure, or vice versa.

—Australians will embark on the greatest number of leisure trips. Nearly a third (31 percent) have a least three trips planned.

—People in Mexico will travel the most for work, with nearly half (47 percent) embarking on at least one trip.

2. People will invest more in travel compared to pre-COVID-19. More than half (54 percent) of respondents say they plan to spend more on trips than they did prior to the pandemic. Here’s a breakdown of how much people are planning to spend on average for their next trip:

* Japan’s low average spend may be due to strict travel regulations in place as well as a preference for local, low-cost trips during the pandemic.

2. People will invest more in travel compared to pre-COVID-19. More than half (54 percent) of respondents say they plan to spend more on trips than they did prior to the pandemic. Here’s a breakdown of how much people are planning to spend on average for their next trip:

Country MarketAmount to be Spent (in U.S. dollars)
Australia$2,845
Japan*$130
Canada$2,20
Mexico$710
France$1,660
UK1,830
Germany$2,060
U.S.$2,353

* Japan’s low average spend may be due to strict travel regulations in place as well as a preference for local, low-cost trips during the pandemic.

3. Travelers will use loyalty points accumulated during the pandemic to help fund trips.

Two out of five (40 percent) people plan to use loyalty points for at least part of a trip in 2022. Those who live in the following countries will be more likely to cash in loyalty points for travel:

Country Market%
Mexico55%
UK47%
U.S.46%
France36%
Canada32%

The Generational Divide Compared to older generations, Gen Z conserved the most loyalty points that could be used for travel. Here’s a breakdown of how many people have a stockpile of rewards at their fingertips:

Generation%
Generation Z (1997-2003)61%
Millennials (1981-1996)55%
Generation X (1965-1980)33%
Baby Boomers (1946-1964)23%

4. International travel will start to make a comeback. While most travelers (71 percent) plan to use their own car or a rental car for an upcoming trip, more than half (55 percent) say an airplane is their preferred mode of travel. With flights continuing to regain popularity and borders reopening to visitors, international travel will begin to rebound.

People who live in the following countries will travel the most internationally in the next six months:

Country Market%
UK48%
France46%
Canada43%
Australia40%
Germany39%

Note: Nearly half of millennials and Gen Z say they’re likely to travel internationally.

5. Great deals and flexibility will remain top priorities for travelers. As was the case last year in “What Travelers Want and Traveler Value Index in 2021,” the ability to book travel for a reasonable price and make changes to trip itineraries is an absolute must in the eyes of travelers. It appears this widely held expectation is not only here to stay, but it has become the industry standard:

—84 percent of those surveyed say that a discounted fee is influential when booking a flight online.

—83 percent of those surveyed say flexible fare options makes a world of difference.

6. People will travel more responsibly and consciously. Almost all 93 percent people say they will adapt travel plans because of current lack of workers in the tourism industry, and 98 percent are taking into consideration the impact of COVID-19 on local communities. Here are a few of the steps they’re willing to take to ease the strain during upcoming trips:

Action to be taken by traveler(s)%
Will diligently follow COVID-19 guidelines when they travel.62%
Will pick a destination known for strong COVID-19 safety protocols.54%
Will choose a destination with low COVID-19 counts.48%
Will add in extra time for services and transit, helping to minimize long lines, stress on workers, and missed flights.43%
Will deliberately spend at locally owned restaurants and businesses.38%
Are prepared to pay higher prices.37%
Are willing to postpone travel plans due to labor shortages and the impact of COVID-19.27%
Tip more than normal21%

7. Sustainable trips will rise in popularity. A growing number of travelers are looking to minimize impact to the environment — even when doing so requires extra investment.

Sustainable travel action to be taken%
Are willing to pay more fees to make a strip sustainable.59%
Will choose a less crowded destination to reduce effects of overtourism.49%
Will travel locally.43%

8. There will be a surge in travel for personal wellness. Following the last two years, there is undoubtedly a heightened focus on traveling for personal wellbeing, and it seems trips will have a healing effect for many. Through a study of more than 12,000 travelers across 12 countries, the Expedia® 2022 Travel Trends Report discovered the following when it comes to US travelers:

Wellness travel action to be taken%
They are prioritizing relaxation as they plan their next trip.38%
They are searching for a sense of contentment and mental well-being.36%
They plan to spend less time on their devices to be more present.24%

9. Workers will use personal days for travel like never before. The pandemic caused many to reflect on what they value most, especially since many adults have had to adjust to working from home and juggling their personal and professional lives. Now, as companies prepare to return to the office and evolve remote work policies, employees will make greater use of their vacation time. Compared to pre-COVID times, the 2022 Vrbo® Trend Report, which surveyed 1,000 US families, found that:

—91 percent have a greater appreciation for spending quality time with family.

—84 percent have a greater appreciation for vacation time.

—77 percent have a greater appreciation for separating professional and personal life.

—59 percent are more likely to take a two-week vacation.

—30 percent are more likely to take a sabbatical.

10. Travel companies must continuously adapt to remain competitive in uncertain times. The future of travel, says Expedia, certainly looks brighter than it did this time last year, as people across the globe plan to travel more, increase their investment in trips, and adapt to industry challenges. But that means travel companies must adapt, too, and prepare for fluctuations in demand for the foreseeable future. In this new environment of uneven recovery, it’s more important than ever to differentiate from competition and earn loyalty from travelers who will inevitably experience plenty of brands vying for their attention. How travel companies can adapt:

1. Make sure travelers can still get a refund or credit if plans change. Clearly communicate cancellation and change policies.

2. Provide a range of options and pricing to capture demand among all types of travelers and trips.

3. Proactively share COVID-19 updates and guidance with customers, from broad updates on border status and market-specific travel restrictions, to on-property considerations such as cleanliness protocols and staffing impacts.

4. Strive to be a companion for travelers every step of the way during planning, throughout their trip, and afterwards. Deliver on promises, collect customer feedback, and adapt accordingly.

5. Offer new incentives to attract travelers. In contrast to previous years, these promotions do more than simply encourage hesitant travelers — they provide differentiation in a hot, rebounding market.

6. Consider introducing new deals specifically for quick trips to achieve a competitive edge.

7. Factor in impending redemption of loyalty points at scale, and the market opportunity ahead. Think about how your company can play a role in robust industry rewards programs.

8. Ramp up marketing, particularly in the markets where people are most keen to travel domestically and internationally.

9. Knowing travelers are focused on wellness and meaningful experiences, give thought to how you can integrate this concept into your messages to customers and potentially package deals.

10. Increase commitment to sustainability and expand eco-friendly trip options at a cost to travelers.

(Recent studies from Expedia and Vrbo were used to supplement the predictions in this report.)

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Access a PDF of the Expedia Group report by clicking here.

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Tom Berrigan, Managing Editor/Producer
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