INCLUSIVITY IN TRAVEL RESEARCH

Journeys for all: an Expedia Group study on inclusion in travel

Understand the needs, preferences and challenges of underserved travellers, and learn how your business can create more inclusive travel experiences for all.

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Inside the data

Our latest research, conducted by APCO Insight, explores the experiences of underserved travellers through findings from an online survey, focus groups and in-depth interviews.

2.8K+

respondents identifying as Black, Latino or LGBTQIA+, travellers with disabilities and the general population*

30

underserved travellers interviewed in focus groups*

8

in-depth interviews with travel industry leaders*

Inside the research

Underserved communities represent a growing segment of the US population, yet they face issues that make it more difficult for them to enjoy the benefits of travel. The travel industry has an opportunity—and an imperative—to make travel more inclusive. Authentic and fully integrated inclusivity can help enhance your brand appeal, deepen customer loyalty and unlock new growth opportunities among these growing customer segments.

The impact of identity on travel experience

Regardless of identity, travellers share similar goals for travel. But underserved travellers say their identity limits their options and where they feel comfortable going. Learn more about how identity shapes travel decisions.

Active promotion of diversity and inclusion

Commitment to diversity and inclusion and authentic representation in travel advertising are key for underserved travellers. Discover what underserved travellers expect from brands and how representation can impact your bottom line.

Understanding travel research and planning needs

Underserved travellers spend a lot of time ensuring their travel plans are safe, welcoming, accessible and truly inclusive. Understand the research and planning priorities of various identities and how your brand can develop solutions to help.

Research highlights

Underserved communities represent a growing segment of the US population, yet they face obstacles that make it more difficult for them to enjoy the benefits of travel.

86%

of underserved travellers prioritise finding destinations where they feel safe.

70%

of underserved travellers are more likely to plan trips when they see themselves reflected in travel ads and promotions.

68%

of underserved travellers say advanced filters for accessibility features are important when booking online.

Insights and takeaways for inclusivity in travel

Download the ‘Journeys for all’ content to learn more about underserved travellers.

Journeys for all study

Read the full study for deeper insights on underserved travellers and their expectations of the travel industry.

 

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Partner insights for inclusive travel

Download our partner insights report for actionable takeaways to help you deliver a more inclusive travel experience for all.

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*Expedia Group, ‘Journeys for all: an Expedia Group study on inclusion in travel’, August 2024