Expedia Research: Path to Purchase 2023

Consumers’ desire to travel again is fuelling new behaviours. In this report Mastercard researchers have compiled the key characteristics and motivations of tomorrow’s traveller.  They review: 

• the tourist of tomorrow and the key trends driving travel behaviours
• Exploring experiences 

• Harnessing insights 
• Supporting communities and strengthening destinations

This is aimed at help to inform, advise and inspire destinations to enhance their value propositions, enlighten marketing strategies, and establish initiatives to promote environmental protection and inclusive growth.

See more in this White Paper. 

In this study, 327 hospitality professionals worldwide were surveyed to explore attitudes towards AI and its potential to transform the industry; 

• HR, General Managers and IT professionals are the most optimistic about AI’s impact, with 94% believing AI will have a significant, transformative or moderate impact on the industry.
• 73% of hoteliers surveyed agree that AI will have a big impact with 61% either already benefiting from AI or expect to benefit within the next year.  Nearly 40% of respondents predict it will take longer. 
• 93% of hoteliers expect IT spend to increase and 77% plan to allocate between 5% and 50% of their IT budgets to AI tools in the coming year.
• Over 80% of respondents believe AI will significantly reshape pre-booking interactions and guest communications.

See more data in this report. 

This new study by Mabrian on accessible accommodation in 

Spain found that despite efforts to reduce physical barriers and adapt spaces, accessibility still remains a significant challenge in Spain’s tourism sector:

• only 8.3% of hotels and 1.2% of tourist rentals meet minimum accessibility standards, 
• The Valencian Community, Basque Country, Cantabria, and Galicia lead the rankings for accessible accommodation in Spain.
• The biggest challenge is to understand understand the motivations, priorities, and needs of travellers with disabilities and their companions.

See more in this article. 

Some statistics:

• In 2025, there are estimated to be 5.42 billion total social media users worldwide, with an average person using 6.83 different social networks per month.   
• Social media advertising spend is projected to reach $276.7 billion in 2025, with 83% of that ad spend total generated on mobile by 2030.
• Video content continues to be popular, with 78% of people preferring to learn about new products through short video content and 93% of marketers reporting they'll spend more time on social marketing in 2025.

See data for difference social media platforms in this article. 

The growth of OTAs has dramatically changed the way that people plan and book travel. Today’s travellers can use OTAs to streamline every aspect of their travel experience, from finding flights and accommodations to car rentals and sightseeing experiences. 

Other key players in the travel industry, particularly hotels can strategically incorporate OTAs into their marketing and distribution strategies to better reach potential guests and increase bookings.

Learn the differences between OTA and direct bookings, and how hotels can successfully leverage both types to optimise the customer experience and drive increased bookings.

In the latest poll:

• Seven in 10 travel buyers (71%) say their company’s business travel bookings increased last year.
• 48% expect their company will take more business trips this year than it did last year. 
• Travel programs are slow to embrace Artificial Intelligence (AI). Only about one-third of buyers (34%) expect their program will apply AI in significant ways this year.
• Work policies have become stricter, 34% of respondents say their company’s Work-From-Home (WFH) policies have become stricter over the past year. Employees are required to report to an office more often.
• Hybrid work schedules are most prevalent in Europe, where 77% of business travel professionals report their company has a hybrid work policy for 2025.
• Business travel companies ramp up sustainability efforts, 48% expect their company will increase support of sustainability efforts this year. 

See more in the report. 

Social media statistics change so rapidly it can be a real challenge keeping up.

For marketers and research professionals, the social media landscape can be inspiring and overwhelming.

Here are the most important social media statistics for 2024.

See more in this article. 

The objective of the study is to monitor the evolution of distribution channels within the European hotel industry with a specific focus on online travel agencies (OTA).

• Direct bookings have declined, the share of direct bookings in 2023 decreased by nearly 7% to 50.9% (57.6% in 2013). 
• During the COVID-19 pandemic (2021) there was a notable shift as direct bookings saw a significant increase, reaching 55.2%, indicating a temporary shift in consumer behaviour during the crisis period.
• Overall, the long-term trend from 2013 to 2023 highlights a 10% increase in the average market share of OTAs in the European hotel sector, rising from 19.7% in 2013 to 29.6% in 2023.
• The 3 main players within the OTA market remain Booking Holding, Expedia Group and HRS, with an aggregated market share of 90%.

Results for 2023, are based on observations from over 3000 hotels across Europe. 

Booking.com surveyed 6,457 Gen Z respondents across 32 markets to give  insights on what Gen Z guests expect from a hotel. They found that: 

• Gen Z guests are more likely to stay in a hotel than in any other type of accommodation
• 68% of travellers rated air conditioning as the first thing they look for in a hotel
• Another priority for them is flexibility. 61% of respondents in this age bracket expect a 24-hour check-in service.
• They are also prepared to pay more for amenities and services, 46% for breakfast, 31% access to spa and sauna facilities  
• Gen Z prefer to go on holiday with family members (58%), parents (47%), and partners (41%), followed closely by friends and siblings. 

See more in this article about how Hoteliers can position their offering to attract them. 

This report paper investigates the growing importance of guest reviews and ratings for the hospitality industry.  It found that:  

• 97% of respondents say they read guest reviews at least some of the time, including more than one in three (38%) who do so every time they book a hotel or resort.
• Guest reviews are also a decision-making tool; many people use them to set the scope of their search; and a majority use them to help decide between shortlisted options.
• Almost six out of ten people (57%) write reviews
  themselves after at least half of their visits to hotels or
  resorts.

This report is based on a survey of 5,000 adults in France, Germany, Poland, Spain and the UK. All of them stayed at a hotel or resort at some point during the 12 months leading up to December 2023 and booked those trips
themselves.