Hotels
Vacation rentals
Airlines
Destinations
Travel agencies
Cruises
Car rentals
Financial institutions
Discover the latest traveler data, trends, and insights to help inform your business and marketing strategies.
BLOG POST
Q2 Traveler Insights: Traveler enthusiasm reaches new heights
Using our first-party data from Q1 2024, we examine the latest patterns and behaviors based on how travelers are searching for and booking trips.
Each quarter, we deliver our traveler insights, which provide an in-depth analysis of Expedia Group’s exclusive first-party traveler search and booking data to show shifting demand patterns and evolving traveler behaviors.
Based on the data from Q1 2024, traveler enthusiasm is growing globally, and travelers are planning further ahead for mid-year getaways and summer vacations in the Northern Hemisphere. Additionally, Asia Pacific (APAC) continues to be a popular long-haul travel destination, and travelers 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 U.S. surpassed pre-pandemic levels for the first time, as more than 855 million passengers passed through security gates at U.S. 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 traveler 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, Middle East, and Africa (EMEA), and nearly 20% increases in Latin America (LATAM) and North America (NORAM), likely prompted by post-holiday travel sales and promotions.
Takeaway
Take advantage of seasonal events
As travelers increase their searching and booking, it’s essential to stand out to travelers. We offer opportunities to help you gain exposure with travelers and capture demand during promotional events at key moments and 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.
Travelers planning ahead for 2024 trips
The 180+ day search window also saw strong QoQ increases at both 20% globally and for domestic searches, suggesting that travelers are proactively planning ahead for mid-year trips and summer vacations in the Northern Hemisphere.
Takeaway
Expand availability and leverage advertising
Travelers 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 travelers looking and booking early. Our advertising solutions can also help your brand target and connect with travelers 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 travelers: 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 travelers: 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 travelers: 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 December 29, 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 travelers through social
With travelers flocking to APAC, travel businesses and providers within the region should amplify their efforts to target and reach travelers from different regions searching for their destination. Integrate social media into your content strategy to showcase your experiences to travelers browsing on those channels and influence traveler decisions early on in the booking process.
Bonus tip: use affiliate links to make it easier for travelers to book from your content and maximize earnings from bookings.
Beach destinations on the rise for top searched destinations
In Q1 2024, travelers continued to seek out warm weather escapes as we saw destinations including Punta Cana, Mexico and Fort Lauderdale, Florida move up in the global top searched destinations ranking 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 travelers 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 Travelers
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 Travelers
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 Travelers
1. Mexico City, Mexico
2. Cancun, Mexico
3. Sao Paulo, Brazil
4. Rio de Janeiro, Brazil
5. Mazatlan, Mexico
6. Puerto Vallarta, Mexico
7. Playa del Carmen, Mexico
8. Madrid, Spain
9. New York, New York
10. Paris, France
For NORAM Travelers
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 travelers
As travelers are planning ahead for summer trips and flocking to sunny locales, advertising your warm weather destination can inspire travelers 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 travelers and drive demand.
Cityscapes and beach destinations gain popularity for vacation rentals
Navigating away from the winter sports destinations that were popular in the previous quarter, travelers sought out vacation rentals in big cities and coastal destinations in Q1 2024.
For EMEA travelers, Lisbon, Portugal; Amsterdam, Netherlands; Barcelona, Spain; Nice, France; Hamburg, Germany; and Four Corners, Florida, joined the rankings as newcomers.*** NORAM travelers also searched for vacation rentals in sun-drenched locales, with Scottsdale, Arizona, ranking no. 2, 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 vacation rental destinations for LATAM travelers, 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 travelers from around the world are eagerly searching for vacation rentals in the area to take part in the festivities.
Paris appeared on the top vacation rental destinations lists for all four regions — and as a newcomer on the lists for APAC, LATAM, and NORAM travelers.
Top searched destinations for vacation rentals
New top 10 destination
For APAC Travelers
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 Travelers
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 Travelers
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 Travelers
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
Optimize listings to attract travelers
As travelers are shifting towards warmer destinations, hosts should spotlight seasonal amenities such as pools or outdoor grills to appeal to travelers 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, optimize your listings and include details such as nearby attractions, transportation options, and related event information to entice travelers looking to book convenient accommodations.
Looking for more traveler insights and trends to help support your 2024 strategies? Check out our Research & Insights page.
Research & Insights
Explore additional insights
Keep up to date
Sign up to let us know you'd like to be notified of future blog content.
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.
Was this page helpful?
Tell us how we did so we can improve our site.
Recommended for you
*Phocuswright, U.S. Airline Market Report 2023-2027
**Expedia Group data, Q1 2024
***Expedia Group, Vrbo data, Q1 2024