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1、The State of Travel 2022Consumer NavigatorAugust 2022Contents1 Top Consumer Insights2 The State of Consumer Travel3 Inflation is Shaping Current & Future Travel Budgets4 Influences on Travel Brand & Destination Choice5 Closing Thoughtsdentsu Consumer Navigator - State of Travel 2022Contents1 Top Con
2、sumer Insights2 The State of Consumer Travel3 Inflation is Shaping Current & Future Travel Budgets4 Influences on Travel Brand & Destination Choice5 Closing Thoughtsdentsu Consumer Navigator - State of Travel 2022 | Navigator1 Top Consumer InsightsDomestic vacations take off as consumers seek advent
3、ure & culture.Compared to last year, the share of consumers who took a domesticvacation this summer rose by 19-percentage points to 70%. Destinationsthat promote adventure and culture, such as amusement parks, citiesand sightseeing tours, enjoyed increased visitation.Many travelers say their experie
4、nce has been better than usual.Despite “travel nightmare” headlines, over 2 in 5 travelers say theirexperience this year has been better than usual. A sense that COVID-19is less of a threat and of freedom as destinations loosened restrictionswere the driving forces behind better experiences. Still,
5、other travelersreport that high costs, overcrowded destinations and flight delays orcancellations had a negative impact on their vacations.As inflation drives travel costs sky high, some are undeterred andsplurge on luxury trips.Over half of travelers say they spent more money than last year. Formos
6、t, total money spent on travel in the past 3 months fell within$1,000 and $5,000. However, almost 10% of travelers report spendingover $10,000. And 27% classified their trips price tag as luxury. Luxurytravel appears most popular among Black travelers.dentsu Consumer Navigator - State of Travel 2022
7、 | NavigatorOthers cut costs by modifying travel & reducing other budgets.The top ways travelers report adjusting their plans due to inflationare going on shorter trips, taking fewer trips, and cutting vacationbudget for activities and for shopping. Cuts reach beyond travelspend, too. In order to ha
8、ve more budget for travel, 63% ofconsumers report cutting down on other areas of spend includingdining out & clothing.Consumers are concerned inflation will ground future travel plans.Three quarters of consumers are concerned about inflation whenconsidering their future travel plans and most consume
9、r plan totravel within the next 12 months! Other issues, including the ongoingissue of flight delays and cancellations, are still concerning but lessurgent to travelers.Gen Z & Y travelers are highly influenced by video games.Cultural entertainment inspires Gen Z to travel; playing video games,viewi
10、ng drama/reality shows and reading fiction books are topsources of travel inspiration for the cohort. Gen Y travelers are alsoinfluenced by the video games they play; however, their top sourceof inspiration is travel shows.dentsu Consumer Navigator - State of Travel 2022Contents1 Top Consumer Insigh
11、ts2 The State of Consumer Travel3 Inflation is Shaping Current & Future Travel Budgets4 Influences on Travel Brand & Destination Choice5 Closing Thoughtsdentsu Consumer Navigator - State of Travel 2022 | Navigator2 The State of Consumer Travel 2022On one hand, it feels like this summer saw the pande
12、mics effects on travel fade as airlines and destinations reduced COVID-19 regulations and restrictions. Yet, an industry decimated at the start of the pandemic struggled to keep pace with rising consumer demand, and stories of canceled flights, long wait times and crowded destinations proliferated.O
13、ur survey seeks to put data behind the headlines, exploring what consumers travel plans have looked like over the past three months during the pandemics unpredictable ups and downs, and digging into how travel experiences shaped up amid nightmare scenarios.dentsu Consumer Navigator - State of Travel
14、 2022Around 2 in 5 consumers took a vacation in the past three months77%More people are taking shorter trips compared to last year, with 53% of vacationers taking trips of 1-3 days.% of those who have vacationed in past 3 months41%Of consumers havetaken a vacation in thepast 3 monthsLengths of vacat
15、ions travelers took2021202234%1-3 days53%37%4-7 days46%13%Over one week12%Shopping Habits Through Exclusivity & Convenience:Consumer Sentiment Study8dentsu Consumer Navigator - State of Travel 2022Domestic vacations continue to be the trip of choice, growing in popularity this year77%70% of vacation
16、ers traveled domestically this year. Beaches continue to be the most popular destination, but trips to cities, amusement parks and sightseeing tours enjoyed increased visitation, while nature and outdoors trips saw a decline.Types of vacations travelers tookDestinations visited on vacation 2021 2022
17、51%BeachDomestic70%CityNational park/Nature37%Local staycationAmusement park38%Sports/Entertainmentevents13%Tours/CulturalInternationalSightseeing13%Other 202111%NOT RUN IN 202111%2%4% 202251%51%38%47%42%32%30%29%23%CRUISES, FAMILY HOMESShopping Habits Through Exclusivity & Convenience:Consumer Sent
18、iment Study9dentsu Consumer Navigator - State of Travel 2022Vacationers are seeking relaxation, fun and quality time with family & their partner77%Peoples reasons for going on vacation are similar compared to last year. We also fielded several new options, finding that a quarter of vacationers trave
19、led as a treat, over 1 in 5 to shop and 13% extended a business trip for leisure.Reasons for going on vacation in the past 3 months2021202251%46%44%44%RelaxingHaving fun26%27%26%26%Quality time with friendsExploring new places/cultures36%39%38%27%26%28%Quality time with myQuality time with my partne
20、rHaving time for myselffamily/kids24%25%202125%202122%NOT RUN INNOT RUN INRegaining a sense ofAs a treat/indulgenceShoppingfreedom30%28%Visiting family/friends wehavent seenIN 202113%NOT RUNExtending a business trip forleisureShopping Habits Through Exclusivity & Convenience:Consumer Sentiment Study
21、10dentsu Consumer Navigator - State of Travel 2022Black travelers are more likely to travel to have me time & as an indulgenceAAPI travelers are more likely to travel to regain a sense of freedom and with shopping in mind. White travelers are more likely to travel with the intention of spending qual
22、ity time with family or friends and visiting those they havent seen recently.Reasons for going on vacation in the past 3 months50% 54%44% 39%Relaxing28%32%23%19%Shopping47%46%50%BlackWhiteHispanicAAPI42%41%39%39%39%36%34%28%31%33%33%30%27%23%22%20%14%Having funHaving time for myselfQuality time with
23、 my partnerQuality time with myAs a treat/ indulgencefamily/kids41%26%27%23%25%31%23%30% 25%23%30% 26%21%22%22%21%18%17%14%11%Exploring new places/Regaining a sense ofVisiting family/friends weQuality time with friendsExtending a business trip forculturesfreedomhavent seenleisureShopping Habits Thro
24、ugh Exclusivity & Convenience:Consumer Sentiment Study11dentsu Consumer Navigator - State of Travel 2022Over 2 in 5 travelers say their experience this year has been better than usual77%That share rises 20 percentage points among higher income travelers. Only around 3 in 10 Hispanic and lower income
25、 travelers say that their travel experience has been better this year.Travel experience compared to usualBetter thanAbout theusual43%same36%Worse thanusual20%Shopping Habits Through Exclusivity & Convenience:ConsumerdentsuConsumerSentimentNavigatorStudy - State of Travel 2022By Demographics28%40%30%
26、27%25%39%44%12%23%32%14%40%17%30%63%49%46%41%39%30%31%BlackWhiteHispanicAAPIHHI $100k HHI $50k-HHI $50k$100k12Many travelers say their experiences improved due to fewer restrictions & feeling safer 77% as COVID-19 becomes less of a concernSimply enjoying a return to travel and spending quality time
27、with loved ones were two other big themes.What was better about traveling this year?Quantifying the sentiment of consumers open-ended responses about what was better this year“no covid mandates, no masks, icould freely travel when and where iwanted too without any restrictions”“ijust feel like the t
28、rip was better because weve been so trapped at home because of covid. it was very freeing.”“spending quality time with family. we were having fun and enjoying each other.”Less restrictionsBetter time in generalSaferLess crowdedReturn to travelMore quality timeCleanlinessCheaperCustomer ServiceWeathe
29、rAmenitiesDestinationEasier12%10%9%8%7%7%4%4%3%1%1%1%1%Shopping Habits Through Exclusivity & Convenience:Consumer Sentiment Study13dentsu Consumer Navigator - State of Travel 2022Rising costs is by-in-large the factor that made travel worse for Americans77%Other notable themes were continued COVID-1
30、9 restrictions at certain destinations, flight issues such as delays or lost luggage, crowded flights and destinations and the fact that COVID-19 is still a factor.What was worse about traveling this year?“inflation has impacted every area of travel. gas prices, airline tickets, hotel rooms, rental
31、cars, dining, all so expensive. this has taken the fun out of traveling having to be mindful of every penny.”“ifelt as though activities were limited because of covid. certain events are cancelling or there is limited to no space available.”“everyone was traveling and there was more fully booked fli
32、ghts and more tension between passengers who were/werent masked.”Quantifying the sentiment of consumers open-ended responses about what was worse this yearCost20%Restrictions8%Flight issues8%Crowded6%COVID6%Longer travel time3%Weather2%Cleanliness1%Customer Service1%Weather1%Amenities1%Destination1%
33、Booking1%Shopping Habits Through Exclusivity & Convenience:Consumer Sentiment Study14dentsu Consumer Navigator - State of Travel 2022IMPLICATIONS FOR MARKETERS Domestic travel soars as people explore the wonders of America. Domestic travel benefitted this year from a readiness to “get away” coupled
34、with hesitation about international travel (COVID-19 risks, restrictions & higher costs). With that rise, consumers expressed more interest in trips that deal in adventure, culture & sightseeing, and exploring cities. Travel brands should tap this moment of Americana and help consumers find adventur
35、e and broaden themselves while staying within the US. As travel rebounds, brands will need to secure loyalty in new ways. Our survey confirm anecdotal evidence of “revenge” travel. However, that doesnt mean consumers relationships to travel brands looks the same as it did before the pandemic. When i
36、t comes to loyalty, brands need to think beyond points and programs to personalizing the travel experience. By focusing on elevating every moment of a travelers journey from booking to boarding to sightseeing - brands can set themselves apart from the travel nightmares and build connections. Travel
37、brands must bring back capacity. The entire US travel supply chain has shown signs of strain this summer. Travel companies that havent prepared themselves for the increase in demand risk missing out on a valuable opportunity to recoup losses incurred during the height of the pandemic. The most press
38、ing imperative for all travel & tourism companies is bringing back capacity or, at the very least, ensuring that theyre able to do so agilely.dentsu Consumer Navigator - State of Travel 2022Contents1 Top Consumer Insights2 The State of Consumer Travel3 Inflation is Shaping Current & Future Travel Bu
39、dgets4 Influences on Travel Brand & Destination Choice5 Closing Thoughtsdentsu Consumer Navigator - State of Travel 2022 | Navigator3 Inflation is Shaping Current & Future Travel BudgetsInflation is crushing almost all aspects of Americans budgets thissummer. And travel is no exception. With higher
40、prices for airlines,hotels, cruises and even ride-hailing services, every piece of the travelecosystem has been impacted.Our survey explores the adjustments travelers made to their trips thissummer in response including reduced budget for activities andshopping and the choice to take fewer trips tha
41、n planned. We alsoseek to understand how inflation will impact consumers future travelplans as we head into the busy holiday season.dentsu Consumer Navigator - State of Travel 2022Over half of travelers say they spent more money on trips than last year77%For most, total money spent on travel in the past 3 months was within the $1,000 - $5,000 range. However, almost 10% report spending over $10,000. And 27% of travelers classified their vacation price tag as luxury.