Hotels
Vacation rentals
Airlines
Destinations
Travel agencies
Cruises
Car rentals
Financial institutions
Drawing on our first party data from Q2 2024, we examine the latest traveler behaviors based on their search patterns.
INCLUSIVITY IN TRAVEL RESEARCH
Journeys for All: An Expedia Group Study on Inclusion in Travel
Understand the needs, preferences, and challenges of underserved travelers, and learn how your business can create more inclusive travel experiences for all.
Inside the data
Our latest research, conducted by APCO Insight, explores the experiences of underserved travelers through findings from an online survey, focus groups, and in-depth interviews.
2.8K+
respondents across Black, Latino, LGBTQIA+, travelers with disabilities, and the general population*
30
underserved travelers interviewed in focus groups*
8
in-depth interviews with travel industry leaders*
Inside the research
Underserved communities represent a growing segment of the U.S. 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, travelers share similar goals for travel. But underserved travelers 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 travelers. Discover what underserved travelers expect from brands and how representation can impact your bottom line.
Understanding travel research and planning needs
Underserved travelers 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 U.S. population, yet they face obstacles that make it more difficult for them to enjoy the benefits of travel.
86%
of underserved travelers prioritize finding destinations where they feel safe.
70%
of underserved travelers are more likely to plan trips when they see themselves reflected in travel ads and promotions.
68%
of underserved travelers 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 travelers.
Journeys for All study
Read the full study for deeper insights on underserved travelers and their expectations of the travel industry.
Partner insights for inclusive travel
Download our partner insights report for actionable takeaways to help you deliver a more inclusive travel experience for all.
Recommended for you
*Expedia Group, Journeys for All: An Expedia Group Study on Inclusion in Travel, August 2024