New data released by Expedia Group Media Solutions reveals that consumers are paying attention to how inclusive current travel offerings are when searching and booking.
While the travel industry has made strides, there is a need for continued improvement across the industry. Only 54% of consumers said they have seen options that are accessible to all abilities, and just 52% have seen options that are inclusive of all types of travelers.
The research indicates that a travel brand’s commitment to inclusion, diversity, and accessibility is influencing consumers’ purchasing decisions, with 7 in 10 consumers saying they are willing to pay more when making a travel choice that is more inclusive to all types of travellers.
Furthermore, 78% of consumers said they’ve made a travel choice based on promotions or ads that they felt represented them through messaging or visuals.
The Inclusive Travel Insights Report: Understanding Traveler Values & Opportunities for Marketers, builds on the recent findings about environmentally responsible travel highlighted in the Sustainable Travel Study, revealing that people are increasingly seeking ways to have more meaningful and conscientious travel experiences.
Jenn McCarthy, Senior Director of Brand Marketing at Expedia Group Media Solutions, said that: “At Expedia Group, we understand the importance of not only practicing inclusion within our teams and across our brands, but also empowering our travel advertising partners to do the same.”
McCarthy noted that: “Our findings show that consumers today are paying close attention to whether travel brands are authentically demonstrating a commitment to inclusion, diversity, and accessibility. A better understanding of how people perceive and value inclusive travel will help foster more inclusive and diverse travel experiences for all.”
Looking at accessibility in travel, the research found that:
- 92% of consumers agree that it’s important for travel providers to meet the accessibility needs of all travellers.
- Older generations are more likely to believe that accessibility is very important when making travel decisions, among 54% of Baby Boomers and Generation X, compared to 49% of the general population.
As for diversity in travel, it revealed that:
- 7 in 10 consumers would choose a destination, lodging, or transportation option that is more inclusive of all types of travellers, even if it’s more expensive.
- 78% have made a travel choice based on representation in travel advertising, promotions, or ads they felt represented them through messaging or visuals, and for Millennials, this figure is the highest (84%).
And clearly, local culture and community engagement are increasingly important with:
- 64% of consumers are interested in learning more about travel options that support local cultures and communities.
- More than 2 in 5 consumers have purchased from local communities and/or minority groups while traveling in the past two years, while 46% visited local cultural or historical sites.
- Nearly two-thirds of consumers would choose a travel option that supports local cultures and communities, even if it was more expensive.
As for some key marketing takeaways, Expedia Group Media Solutions research offers the following:
- Be thoughtful in representing a variety of perspectives and assemble diverse imagery, recognizing that diversity can include races, genders, ages, families, couples, abilities, activities, and more.
- Use inclusive, welcoming, and respectful language across all marketing and travel listings, while also highlighting amenities and accessibility for travellers of all backgrounds and all abilities.
- When using video, feature closed captioning and subtitles, and use legible fonts and contrasting colours to ensure content can be read by all.