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SET-JETTERS, THREE-STAR SUPERSTARS AND FOODIE-MENITIES: EXPEDIA, HOTELS.COM AND VRBO REVEAL 2023 TRAVEL TRENDS

EXPE | November 18, 2022

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TORONTO, Nov. 18, 2022 /CNW/ -- For the first time, Expedia Group is unveiling a comprehensive view of travel trends across Expedia®, Hotels.com and Vrbo, and the broader travel industry in 2023. Sourced from the company's first-party data and from custom research of thousands of travellers and industry professionals across 17 countries, these top travel trends prove there is no "one-size-fits-all" travel in 2023.i Instead, these trends point to a year defined by the "no-normal."

"When we look at Expedia, Hotels.com, and Vrbo data together, we see a detailed and robust picture of travel into 2023," said Jon Gieselman, president, Expedia Brands. "We're seeing a surge in trips to culture capitals, a new wave of interest in wellness retreats and a spike in demand for outdoor destinations beyond just beaches and mountains — not a new normal but people branching out to unexpected trends in what we're calling the 'no normal.'"

Unexpected Travel Trends in 2023:

Set-Jetters

Booking a trip after binging a popular new series will become serious business in 2023. Expedia research confirms that streaming movies and TV shows are becoming more popular as sources of travel inspiration (22%), closing the gap on the most popular source, social media (30%). Furthermore, the small screen is now considered on par with recommendations from friends and family when it comes to travel inspiration.

In Canada, more than half (60%) of travellers considered visiting a destination that was featured on a show or movie on a streaming platform, and 27% went and booked a trip.
Top destinations include the UK and New Zealand, with its landscapes featured this year in a major fantasy epic, Paris and New York also ranked highly, as well as the stunning beach resorts of Hawaii.

Culture Capitals

National parks and outdoor spaces had big moments over the past two years. Now, it's time for cities to see a comeback. Based on traveller demand, most of the destinations seeing the largest increases are all culture-rich cities where arts and cultural festivities are getting back to full swing.

Check out the Edinburgh Fringe in Scotland, plan a trip to WorldPride in Sydney or drink in the cherry blossoms in Tokyo. In 2023, culture capitals are calling:1

Edinburgh, Scotland
Lisbon, Portugal
Tokyo, Japan
Dublin, Ireland
New York, USA
Sydney, Australia
Dubai, UAE
Montréal, Canada
Munich, Germany
Bangkok, Thailand

Three-star Superstars

Travellers are seeking smarter ways to see the world, without compromising on comfort or cool factor. In Canada, 41% of travellers admit they are more concerned with value for money than ever before. Hotels.com data shows interest in three-star hotels2 is up more than 20% globally.

In 2023, 28% of Canadian travellers plan to stay in 1-3 star hotels and 40% plan to book a vacation with added value inclusions, such as toiletries or free breakfast. Showing a shift in mindset from the post-pandemic bucket-list mentality and moving towards a more spontaneous approach, a third would rather go on more trips in three-star properties than splurge on one big luxury getaway. Fewer stars do not mean lower standards, however. Many properties, such as Una Vida in Mexico, or Mama Shelter in Paris, still offer excellent amenities, stylish interiors and unique vibes as standard.

New Wave Wellness

Out with the old, in with the new wave wellness. Almost half (45%) of travellers are more open to wellness breaks than ever before but cite boredom with traditional wellness retreats and an urge to experience something more exciting in 2023.

To capture this awakened market, hotels such as the Loire Valley Lodge in France and Whitepod in Switzerland are innovating and offering advanced rejuvenation programs and hands-on activities that encourage travellers to get up close and personal with nature. The quirkier the activity the better; Sylvotherapy, or forest bathing, and fruit harvesting are more popular than classic activities.

Hot new hotel openings around the world

New hotels that cater to evolving traveller needs are opening around the world. These properties offer far more than a place to sleep, with destination restaurants, co-working spaces, and beautiful interiors as standard. From an art-filled social hub in London to unbridled luxury in Rome, these are the most exciting hotels to have on your radar in the year ahead.

Foodie-menities

Kitchen credentials are a must, with travellers looking to plate up whenever they please in their private escape. Almost half of Canadian travellers (41%) feel that cooking is a great family or group activity. Cooking at home can also be cost-efficient, with 38% of Canadian travellers plating at-home meals to cut down on costs. And, when the best chef's table is within a private Vrbo vacation rental, the top three culinary amenities sought after by Canadians are an outdoor kitchen or grilling area, a professional coffee maker, and an air fryer.

Ranch Retreats

Rustic getaways are on the rise, as travellers crave whole, private vacation homes (the only accommodation available through Vrbo) with abundant space and exhilarating views. Cue ranch retreats, offering an intimate escape in the rugged wilderness. Think log-lined cabins, flickering fires and sweeping vistas.

Travellers can live out their western fantasies by booking a luxurious lodge, ranch retreat or farmhouse that fits the whole crew. Destinations across the prairie provinces of Alberta, Saskatchewan, and Manitoba spring readily to mind, but the ranch retreat is not confined only to Canada. For a home on the range in Europe, travellers are booking converted barns and farmhouses in the countryside of Italy, Spain, France and the UK. Thrill-seekers can also embrace their western wanderlust in Australia, where farmhouses in the outback overlook acres of wineries and wild brush.

Hidden Gems

Travellers are also exploring unassuming locales and new places. Demand for Vrbo's private vacation homes in each of these destinations has increased by more than 30% or more since September 2021:3

Cape Breton, NS
Chaudière, QC
Charlottetown, PEI
Canmore, AB
Calgary, AB
Prince Edward County, ON
Winnipeg, MB
Québec City, QC
Cowichan Valley, BC
Saanich, BC

Travel in 2023 will be about saying "no" to normal, breaking routines and searching for experiences without compromises. Whether it's flying to those once-in-a-lifetime events or hosting group celebrations at a holiday home, travellers are no longer adapting to the next new normal, but creating their own status quo altogether.

An optimistic industry pushes forward

For the first time, the 2023 travel trends are being released at the same time as insights from industry professionals, from airlines to hotels to vacation rental hosts and more. In a tailored report for travel partners, Expedia Group reveals the ways that the pandemic forever changed travel. The research shows the highest levels of optimism since 2020. Most professionals expect leisure (71%) and business (70%) travel to return to pre-2020 levels within two years. While travellers looking for a change of scenery kept the industry afloat during the pandemic, all eyes are on the return of international and business travel. In fact, more than half (51%) in the industry say business is their organization's highest priority in 2023.

Another insight from industry professionals shows travellers are choosing options aligned with their personal values such as sustainability, inclusivity, and accessibility. Most travel businesses (60%) made changes in the last year to ensure their services are inclusive and accessible. In fact, sustainability is tied with marketing as the highest area of investment for 2023, with one in five industry professionals saying they plan to invest in sustainability next year.

For the full industry report on insights and actions for travel partners, download the Traveler Value Index 2023

For the full consumer report on The No-Normal; Unexpected Travel Trends in 2023, go to https://www.expedia.ca/2023traveltrends

About Expedia Group

Expedia Group, Inc. companies power travel for everyone, everywhere through our global platform. Driven by the core belief that travel is a force for good, we help people experience the world in new ways and build lasting connections. We provide industry-leading technology solutions to fuel partner growth and success, while facilitating memorable experiences for travellers. Our organization is made up of three pillars: Expedia Product & Technology, focused on the group's product and technical strategy and offerings; Expedia Brands, housing all our consumer brands; and Expedia for Business, consisting of business-to-business solutions and relationships throughout the travel ecosystem. The Expedia Group family of brands includes: Expedia®, Hotels.com®, Expedia® Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®, Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media Solutions, CarRentals.com™, and Expedia Cruises™.

For more information, visit www.expediagroup.com. Follow us on Twitter @expediagroup and check out our LinkedIn www.linkedin.com/company/expedia.

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1 Based on global lodging demand and interest on Expedia, comparing data for travel spanning 2021 – 2023 to identify the fastest-growing destinations as of September 30, 2022.
2 Based on interest for 1–3-star hotels from January 1, 2021 – December 31, 2021 vs January 1, 2022 – December 31, 2022 across US, CA, MX, UK, FR, NO, DK, SE, FI, JP and KR.
3 Based on Vrbo demand from September 1, 2021 – August 31, 2022

i Methodology

The No-Normal study was conducted on behalf of Expedia Brands (Expedia, Hotels.com, Vrbo & Wotif) by OnePoll, a global strategic research firm. The survey was conducted online from September 22 – October 14, 2022, across North and South America, Europe, and Asia-Pacific using an amalgamated group of best-in-class panels. The study was conducted among 24,000 respondents across 17 countries, amongst adults who are planning domestic or international travel in the next 36 months.

The Traveler Value Index (consumer) research was conducted by Wakefield Research among 11,000 nationally representative adults ages 18+ in eleven markets (Australia, Brazil, Canada, France, Germany, Japan, Mexico, South Africa, South Korea, the United Kingdom, and the United States) in June-July 2022, using an email invitation and an online survey. The data was weighted to ensure reliable and accurate representation. The overall margin of error for this study is +/-.93 at the overall level and +/-3.1 in each market, at 95% confidence.

The Traveler Value Index (industry professional) research was conducted by Wakefield Research among 100 travel professionals each in 11 markets (Australia, Brazil, Canada, France, Germany, Japan, Mexico, South Africa, South Korea, the United Kingdom, and the United States) in June-July 2022, using an email invitation and an online survey. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.0 percentage points for the total 1,100 respondents, and 9.8 percentage points for the 100 respondents in each country, from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.