Download the report to learn how to reach travelers that are spending more, staying longer, and more likely to upgrade.
A common misconception about OTA travelers is that they prioritize price over everything else. And while this may have been true in the past when online travel agencies (OTAs) were primarily transaction-focused, we’ve successfully evolved our brand into a marketplace focused on trusted experiences for travelers. Our customer acquisition strategy has also shifted, and we’re focused on acquiring and retaining customers with high return rates who deliver more value for our partners.
We’ve accomplished this by spending time, effort, and money building engaging and emotional brand campaigns with tangible product benefits that inspire action from travelers that spend more, stay longer, and upgrade. We also continue to invest in our One Key™ rewards program, which offers unmatched flexibility and valuable incentives, allowing us to attract and retain travelers that frequently return and drive repeat bookings.
Read on for insights on what makes our travelers valuable and how you can reach and attract them with One Key.
Understanding the value of travel shoppers
To understand how traveler preferences and behaviors vary across different booking platforms and determine if our traveler-centric strategy is working, we commissioned research with Global Web Index (GWI). More than 8,000 respondents were surveyed in eight global markets who had purchased a vacation in the last three to six months, spanning various audience groups.
Audience definitions
Expedia Group travelers
Booked with an Expedia Group brand (Expedia, Hotels.com, Vrbo, or Wotif (in AUS) in the past 3-6 months and indicated a preference for booking with one of those websites/apps.
Other travelers
Booked with an online travel agency (OTA) other than an Expedia Group brand or direct with a hotel/airline in the past 3-6 months and indicated a preference for booking on one of those websites/apps.
The study findings show that our travelers stay longer and spend more,* a testament to the efficacy of our strategy. Our travelers are also willing to splurge on their trips, opting for more premium options and upgrading their bookings.
We understand the investment it takes to attract profitable travelers and drive loyalty, so we see this success not only as our own, but also yours. Our efforts in retaining valuable travelers ultimately results in increased demand and revenue for you as well.
Feeling the urge to splurge
Our travelers are prepared to spend more on their trips to get the best experience. Looking at their general spending habits, travelers shopping across Expedia Group are 54% more likely to buy premium versions of products, and this translates to how they invest in their trips.
Expedia Group travelers are 15% less likely than other travelers to consider price the most important aspect when booking.
Overall, our travelers are less price-conscious and are 56% more likely to splurge on vacations than other travelers, showing that they prioritize things like overall value and experience when it comes to planning trips. They are also 12% more likely to have taken a vacation abroad in the past three to six months compared to other travelers.
Opting for more premium hotel and room options
This willingness to splurge comes through in the types of hotels they book. They’re willing to spend more on their desired experience and seek out higher-end hotels. Expedia Group travelers are 35% more likely to book a 5-star hotel and 22% more likely to book 4+ star hotels than other travelers.
Looking to upgrade
Attracting travelers that are looking to upgrade or go for a more premium option — such as an ocean view room, luxury car rental, or first-class airline seat — is not always straightforward. These travelers are especially appealing because they bring in more revenue than those opting for standard options, and our travelers are eager to upgrade their travel experiences.
Expedia Group travelers are 123% more likely to upgrade their hotel room than other travelers.
These travelers seek out premium accommodations and are willing to pay for a touch of opulence. They are 78% more likely to book a premium suite hotel room and 42% more likely to book a special view room than other travelers.
On the road or in the air, our travelers prefer the best, being 55% more likely to upgrade their car and 50% more likely to upgrade their flight seat at check-in than other travelers.
To entice these valuable travelers to book with you, make sure your listings accurately highlight the benefits of your premium upgrade options, whether that’s a hotel room with breathtaking waterfront views or plush, lay-flat seats in your premium airline cabin.
Reaching valuable travelers through One Key
One Key has evolved into an impactful rewards program that drives endless benefits for both travelers and our partners. These program benefits, along with our marketing efforts, are why we’ve been able attract such a strong, valuable traveler base, creating opportunities for you to target and attract the travelers you want. While you don’t have to take any additional action to benefit from One Key, there are several tactics and tools you can use to reach these valuable travelers that will book your premium room options, upgrade their car rental or flight, and spend more in-market and on-property.
Create Member Only Deals
While all our travelers spend more and book more premium options, you can use Member Only Deals to offer targeted, fenced price discounts for One Key members in higher tiers who consistently spend and book more. These tailored deals ensure you’ll reach and connect with valuable travelers to drive quality bookings and revenue for your business.
Join VIP Access or Premier Host
Show off your exceptional guest experiences and special perks by joining VIP Access, an exclusive collection of properties that spotlights only the very best options to travelers shopping on our travel brands. The perks you offer as a VIP Access hotel not only improve your position in search results, but also help you attract travelers who will spend more on property at your restaurant, bar, spa, and retail shops, unlocking more value for your business.
If you’re a vacation rental host, consider our Premier Host program. Your listings on Vrbo will automatically benefit from improved search positions, reaching a higher number of travelers. You'll also be included in the Premier Host filter for guest searches, increasing your visibility and helping you reach top-tier travelers that are willing to spend more on lodging to enhance their travel experiences.
Set up Value Add Promotions
If your property is not part of the VIP Access program, you can still offer special perks to attract One Key members through Value Add Promotions, which allow you to create unique travel offers — such as free parking or food and beverage credits — that display within your hotel property’s listing on our sites. These promotions help your property stand out to One Key members and allow you to target higher tier members so you can attract and drive bookings from the most valuable guests.
Our One Key rewards program provides a unique opportunity to connect with our premium travelers and maximize your returns. To learn more about how our travelers can drive more value for your business and best practices for successfully engaging them, check out the full report on traveler value.
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*All on-page data sourced from Expedia Group, Traveler Value Study, 2024