Currently, we find on the one hand the resurgence of tourism and on the other the heated debates on price increases. These are the two faces of the 2023 summer season, according to a survey recently commissioned by SiteMinder, the hotel platform, with company analysis Changing Traveler Report. This is a study that collects responses from more than 10,000 travelers around the world.
Globally, the analysis highlights consumers’ intention to spend more time traveling (57%). 42% of global travelers want to travel primarily to international destinations.
However, rising prices are forcing consumers to adapt, and research shows that Europeans are among the hardest hit by inflation. 88% say price increases will have an impact on their choice of accommodation (compared to a global average of 80%): in fact, 26% will stay in their preferred accommodation but choose a cheaper room, while 20% will reduce their spending .
Despite this, 85% of travelers are willing to spend more to get quality accommodation and, in fact, according to 76% of those surveyed, value for money is one of the top three reasons they would return to an establishment (9% more than the world average).
The focus on price and quality also coincides with new needs: almost three out of four Europeans say they have different housing needs compared to last year. Space for family and friends is what other travelers want most (30%), and for 28%, it is more important now than last year that accommodation offers wellness options. be or personal care.
However, when it comes to combining travel and work, the number of people willing to do so has decreased slightly, from 31% last year to 29% this year. In fact, 71% will really unplug: by keeping the same length of vacation, nearly 35% of travelers will take a real break without working; around 22% will, however, opt for a longer stay, also in this case without carrying out any professional activity, and even just under 15% who will reduce the length of stay will not work.
The investigation of SiteMinder then identified the identity of the international traveler with four characteristics that will undoubtedly impact the hotel sector next year:
The steadfast explorer: determined to travel at all costs. As people face rising prices, the modern traveler remains determined to explore. The eternal explorer views travel less as a luxury than as a fundamental aspect of personal growth;
The digital addict: someone who cannot do without new technologies and their own devices. Today’s traveler relies on a diverse network of technology platforms before making a decision, including where to stay. The digital employee, dissatisfied with outdated online experiences, is adapting to chatbots and intrigued by artificial intelligence;
The maker of memories: the one who wants to invest in unforgettable experiences. The memory maker is attracted to novelty: he seeks out extravagant menus and experiences, and has saved up to be able to afford the extras, in addition to paying more for the room rate;
The conscious employee: someone who wants to create meaningful connections throughout their stay. The informed employee sees the advantages of close communication with the chosen structure. He values workers in the tourism industry and wants to make a positive impact on the communities he visits.