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Q2 traveller insights: traveller enthusiasm reaches new heights

Using our first-party data from Q1 2024, we examine the latest patterns and behaviours based on how travellers are searching for and booking trips.

author
Richard Kocher

20 May 2024

Marketing strategy Travel trends Traveller experience Traveller research

Each quarter, we deliver our traveller insights—which provide an in-depth analysis of Expedia Group’s exclusive first-party traveller search and booking data—to show shifting demand patterns and evolving traveller behaviours.

 

Based on the data from Q1 2024, traveller enthusiasm is growing globally, and travellers are planning further ahead for mid-year getaways and summer holidays in the Northern Hemisphere. Additionally, Asia-Pacific (APAC) continues to be a popular long-haul travel destination, and travellers around the world are actively exploring beach and city trips.

 

Read on for additional Q2 2024 travel trends and actionable takeaways.

Search volume increases globally

According to Phocuswright, airline passenger numbers in the US surpassed pre-pandemic levels for the first time, as more than 855 million passengers passed through security gates at US airports in 2023—up 1.5% from 2019 and 12% ahead of 2022.* This is further validated by our Q1 2024 search data, which shows that traveller searches increased by nearly 25% quarter over quarter (QoQ),** and the positive momentum in travel we observed in 2023 has progressed, providing a strong outlook for the rest of the year.

 

In Q1, the strongest search volume increases happened during the first week of 2024, with a 20% global increase in search volume week over week (WoW). This was led by a 35% increase in Europe, the Middle East and Africa (EMEA), and nearly 20% increases in Latin America (LATAM) and North America (NORAM), likely prompted by seasonal travel sales and promotions.

Takeaway

Take advantage of seasonal events

As travellers increase their searching and booking, it’s essential to stand out to travellers. We offer opportunities to help you gain exposure with travellers and capture demand during promotional events at key moments and public holidays throughout the year. For hotels, consider using visibility boosters like Accelerator to further compliment sales listings during key seasonal events to improve your property’s performance in search results and increase bookings.

Travellers planning ahead for 2024 trips

The 180+ day search window also saw strong QoQ increases at both 20% for global and domestic searches, suggesting that travellers are proactively planning ahead for mid-year trips and summer holidays in the Northern Hemisphere.

Takeaway

Expand availability and leverage advertising

Travellers are planning well in advance—in anticipation of peak travel seasons—so make sure your availability and pricing is set into Q3 and Q4 to capture demand from travellers looking and booking early. Our advertising solutions can also help your brand target and connect with travellers looking for mid-year getaways through a variety of advertising formats, from native and sponsored listings to display and custom campaigns.

APAC sees strong search gains for long-haul travel

In Q1 2024, APAC continued its travel resurgence, marked by a notable uptick in international travel demand. Looking at our flight data, several APAC countries grew in search rank YoY across the other super regions, further highlighting APAC’s increasing popularity as a long-haul travel destination.

Seoul, South Korea

APAC destinations search rank growth YoY

  • For NORAM travellers: China, Japan and Thailand moved up in search rank YoY. Singapore and several cities in Japan, including Osaka, Kyoto and Tokyo, also saw double-digit growth in searches YoY.
  • For EMEA travellers: India and China rose in search rank YoY. The increased interest in China could be attributed to the easing of travel restrictions following the country’s temporary visa-free announcement, which included several European countries.
  • For LATAM travellers: Japan, China and South Korea increased in search rank YoY.

 

South Korea also saw a surge in travel searches in Q1 2024 following the announcement of its new digital nomad visa on 29 December 2023, which allows foreign remote workers to live in the country for up to two years.

Surging interest in South Korea

In the week following the digital nomad visa announcement (the first week of Q1 2024), South Korea saw a significant boost in travel searches from outside the country.

40%

WoW increase in searches from EMEA and LATAM.

30%

WoW increase in searches from NORAM.

Takeaway

Engage travellers through social media

With travellers flocking to APAC, travel businesses and providers within the region should amplify their efforts to target and reach travellers from different regions searching for their destination. Integrate social media into your content strategy to showcase your experiences to travellers browsing on those channels and influence traveller decisions early on in the booking process.

 

Bonus tip: use affiliate links to make it easier for travellers to book from your content and maximise earnings from bookings.

Beach destinations on the rise for top searched destinations

In Q1 2024, travellers continued to seek out warm-weather escapes as we saw destinations like Punta Cana, Mexico, and Fort Lauderdale, Florida, move up in the global ranking for top searched destinations and the top 10 searched destinations for NORAM.

 

For the top destinations by region, Palma de Mallorca, Spain, joined the rankings for EMEA, and Playa del Carmen and Cancun, Mexico, moved up the list for LATAM, while Singapore was the only new destination in the top 10 list for APAC.

 

We also saw this increased interest in sunny destinations in trending city data as well. As travellers in the Northern Hemisphere planned for spring break and mid-year trips, several beach destinations in Florida and Virginia—including Panama City Beach, (75%), Virginia Beach (75%) and Destin (65%)—saw significant search increases QoQ.

Top searched destinations by region

New top 10 destination

For APAC travellers

1. Tokyo, Japan

2. Sydney, Australia

3. Melbourne, Australia

4. Seoul, South Korea

5. Singapore

6. Osaka, Japan

7. Gold Coast, Australia

8. Incheon, South Korea

9. Fukuoka, Japan

10. Bangkok, Thailand

For EMEA travellers

1. London, England

2. Paris, France

3. Dubai, UAE

4. Istanbul, Turkey

5. New York, New York

6. Rome, Italy

7. Amsterdam, Netherlands

8. Barcelona, Spain

9. Lisbon, Portugal

10. Palma de Mallorca, Spain

For LATAM travellers

1. Mexico City, Mexico

2. Cancun, Mexico

3. São Paulo, Brazil

4. Rio de Janeiro, Brazil

5. Mazatlán, Mexico

6. Puerto Vallarta, Mexico

7. Playa del Carmen, Mexico

8. Madrid, Spain

9. New York, New York

10. Paris, France

For NORAM travellers

1. Cancun, Mexico

2. Orlando, Florida

3. Las Vegas, Nevada

4. Los Angeles, California

5. Punta Cana, Dominican Republic

6. Miami, Florida

7. Fort Lauderdale, Florida

8. Chicago, Illinois

9. New York, New York

10. Boston, Massachusetts

Takeaway

Lean into seasonality to appeal to travellers

As travellers are planning ahead for summer trips u2028and flocking to sunny locales, advertising your warm-weather destination can inspire travellers to book with you in advance. Highlighting the seasonal benefits of your property or destination—and incorporating spring break and summer visuals in your advertising—can help influence travellers and drive demand.

Cityscapes and beach destinations gain popularity for holiday rentals

Navigating away from the winter sports destinations that were popular in the previous quarter, travellers sought out holiday rentals in big cities and coastal destinations in Q1 2024.

 

For EMEA travellers, Lisbon, Portugal; Amsterdam, Netherlands; Barcelona, Spain; Nice, France; Hamburg, Germany and Four Corners, Florida, joined the rankings as newcomers.*** NORAM travellers also searched for holiday rentals in sun-drenched locales, with Scottsdale, Arizona, ranking second, while various beach cities in Florida entered the rankings.

 

Rio de Janeiro and São Paulo, Brazil rose to the no. 1 and no. 2 spots, respectively, on the list of the top 10 searched holiday rental destinations for LATAM travellers, likely due to the big Carnival celebrations in those cities during February.

 

As Paris, France, prepares to host a major global sporting event this summer, our data shows that travellers from around the world are eagerly searching for holiday rentals in the area to take part in the festivities.

Paris appeared on the top holiday rental destinations lists for all four regions—and as a newcomer on the lists for APAC, LATAM and NORAM travellers.

Top searched destinations for holiday homes

New top 10 destination

For APAC travellers

1. Melbourne, Australia

2. Sydney Australia

3. Perth, Australia

4. Adelaide, Australia

5. London, England

6. Brisbane, Australia

7. Auckland, New Zealand

8. Waiheke Island, New Zealand

9. Paris, France

10. Rome, Italy

For EMEA travellers

1. Paris, France

2. London, England

3. Rome, Italy

4. Lisbon, Portugal

5. Berlin, Germany

6. Amsterdam, Netherlands

7. Barcelona, Spain

8. Nice, France

9. Four Corners, Florida

10. Hamburg, Germany

For LATAM travellers

1. Rio de Janeiro, Brazil

2. São Paulo, Brazil

3. Florianópolis, Brazil

4. Ipojuca, Brazil

5. Camaçari, Brazil

6. Guarapari, Brazil

7. Salvador, Brazil

8. Mexico City, Mexico

9. Paris, France

10. Kissimmee, Florida

For NORAM travellers

1. Nashville, Tennessee

2. Scottsdale, Arizona

3. Kissimmee, Florida

4. Clearwater Beach, Florida

5. Orlando, Florida

6. Fort Lauderdale, Florida

7. New Orleans, Louisiana

8. London, England

9. Paris, France

10. Four Corners, Florida

Takeaway

Optimise listings to attract travellers

As travellers are shifting towards warmer destinations, hosts should spotlight seasonal amenities—such as pools or outdoor barbecues—to appeal to travellers and encourage them to book.

 

Pro tip: Set competitive seasonal rates to help you fill your calendar during peak seasons and earn more revenue.

Additionally, for hosts in destinations where major events and celebrations draw in both local and international visitors, optimise your listings and include details such as nearby attractions, transportation options and related event information to entice travellers looking to book convenient accommodation.

 

Looking for more traveller insights and trends to help support your 2024 strategies? Check out our ‘Research & insights’ page.

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A headshot of Richard Kocher

Richard Kocher

Senior Director, Media Insights & Planning

 

Richard is Senior Director of Media Insights & Planning. His team is responsible for mining Expedia Group’s exclusive first-party search and booking data and market insights to inform partners’ strategies, product selection and audience targeting. Prior to overseeing the global Media, Insights and Planning team, Richard led Business Development and Account Management teams in display and sponsored listings across EMEA and APAC. He has postgraduate degrees in Anthropology from the University of Sussex and Business Administration from Warwick Business School—and lives with his family in Redmond, Washington, USA.

 

Read more posts by Richard

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