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Yougov — Travel in 2024: Navigating travel preferences, experiences and AI webinar
32 slides from Yougov's conference presentation, Jun 13, 2024
Slide 1: Travel in 2024: Navigating travel preferences, experiences and AI
Travel in 2024 Navigating travel preferences, experiences and AI Presented by Eva Stewart, Global Sector Head for T&T Guest: Esra Calvert, CEO of Esra Calvert Consulting Living consumer intelligence | yougov.com/business
Slide 2: Explore, plan, activate, track
We help the world’s most recognized brands, media owners and agencies to explore plan activate track business.yougov.com/frequently-asked-questions
Slide 3: Why work with us: No.1 market research company pollster
Why work with us No.1 Market research company pollster* YouGov was recently recognized 624 YouGov polls were analyzed – the Our commitment to certainty, for our track record and transparent highest count among top-rated firms – transparency, and integrity sees methodology demonstrating our unmatched
Slide 4: Navigating Traveler Expectations
5 Travel in 2024 Navigating Traveler Expectations 1. How have traveler expectations evolved 2 years post- pandemic? 2. What’s the role of technology in meeting the rising expectations of travelers? 3. What strategies can the travel industry implement to adapt to these evolving expectations and techn
Slide 5: What inspires people to travel in 2024?
6 Travel in 2024 What inspires people to travel in 2024? Travel continues to serve as a means of physical and mental rejuvenation but we’re also seeing more emphasis on personal development. Top 3 motivators to travel: • Seeking relaxation and escape from routine (65%) • Adventure and exploration (4
Slide 6: For Brits, the emphasis on relaxation and cultural exploration
7 Travel in 2024 For Brits, the emphasis on relaxation and cultural exploration, conversely, Americans show a stronger inclination towards traveling to see friends/family, personal growth, pursuing hobbies and events Seeking relaxation and escape from routine Adventure and exploration Cultural explo
Slide 7: Younger US travelers favor adventure and gastronomy
8 Travel in 2024 Younger US travelers (25-34 years) heavily favor adventure and gastronomy, whilst shifting towards eco-tourism as they approach mid-life (35-44 years) Relaxation and wellness (e.g., spa retreats, meditation retreats, wellness cruises, etc.) Adventure and outdoor activities (e.g., hi
Slide 8: Shift toward sustainable and impactful travel among young UK travelers
9 Travel in 2024 Number of respondents choosing sustainable In contrast, there’s a travel experiences, % of respondents greater shift toward 44% 23% sustainable and impactful travel among young UK travelers Younger generations are not only looking to travel but are also conscious of their impact on
Slide 9: Greater British willingness to travel farther
10 Travel in 2024 Greater British willingness to travel farther reflects a quest for unique experiences, whilst social media and online reviews have a stronger influence on Americans choosing where to travel Importance of factors in influencing choice of destination, Net:Weather Important % and seas
Slide 10: Cost continues to guide travel choices
11 Travel in 2024 Cost continues to guide travel choices though, as concerns around price of travel continue to rise. The question remains: how can the worth of every penny be maximized in the pursuit of unforgettable journeys? 87% Net Importance of Cost and availability of budget options on influen
Slide 11: Experiences are also at the heart when selecting accommodation
12 Travel in 2024 Experiences are also at the heart when selecting accommodation Proximity to local attractions and Unique dining experiences (e.g.,local Family-friendly amenities (e.g., kids' transportation (64%) cuisine, themed restaurants, celebrity clubs, family suites, babysitting chefs,etc.) (
Slide 12: Airbnb and hotels in the Experiences business
13 Travel in 2024 Whilst Airbnb have been 1. Rooms with unique views (e.g., city skyline, beachfront, mountain vistas, in the Experiences etc.) (53%) business for a while, Hotels are intensifying 2. Outdoor facilities (e.g., private balconies, rooftop terraces, gardens, etc.) (49%) competition with
Slide 13: Role of Technology: Only 1 in 10 seek to escape technology
Role of Technology: Only 1 in 10 Brits and Americans seek to escape technology on their trips, but 42% are eagerly integrating or would integrate AI into their travel planning
Slide 14: Role of technology: personalization and tech amenities
15 Travel in 2024 Role of technology: desire for personalization and tech amenities indicates a growing shift towards smart, connected stays Technology integration One in Five Americans desire Technology integration (e.g., smart rooms, mobile check-in, virtual concierge, etc.), compared to 1 in 10 B
Slide 15: Can AI further enhance Travel experiences?
16 Travel in 2024 Can AI further enhance Travel experiences? Automated trip planning Predictive pricing Intelligent chatbots Enhanced search AI can generate personalized trip AI can analyze historical pricing AI-powered chatbots can provide AI improves search algorithms itineraries and recommendatio
Slide 16: AI Adoption: Openness and Resistance
17 Travel in 2024 AI Adoption: Openness and Resistance. Varied pace of adoption amongst travelers % of Respondents Used or open to trying AI 42% Haven’t used AI but are interested 16% Prefer not to use AI 28% Q: In which, if any, of the following ways have you used or woul d consider using AI to enh
Slide 17: Americans, especially younger, are more comfortable using AI
18 Travel in 2024 Americans, US Net comfort levels using AI, % of respondents especially younger, 18 - 24 47% 33% 25 - 34 47% 30% are more 35 - 44 37% 32% comfortable using AI 45 - 54 31% 42% for trip/travel 55+ 16% 52% planning Net: Comfortable Net: Not comfortable UK Net comfort levels using AI, %
Slide 18: Travelers open to AI still rely heavily on the opinions of others
19 Travel in 2024 Travelers open to using Channels for discovering new travel destinations among groups of different attitudes to AI, % of respondents or who have used AI still rely heavily on the 0% 20% 40% 60% 80% 100% opinions of others: 51% Social media platforms (e.g., Instagram, TikTok, Pinter
Slide 19: Enhancing Travel with AI: preferred services
20 Travel in 2024 Enhancing Travel with AI: language assistance and personalized recommendations as preferred services For personalised travel recommendations (e.g., destinations, activities, accommodations, etc.) For real-time travel assistance and chatbot services To create customised itineraries
Slide 20: Younger generations are leading as early adopters of AI in travel
21 Travel in 2024 Younger generations are leading the charge as early adopters of AI in travel, signaling a future where tech-savvy preferences will increasingly drive industry innovation and service offerings AI use cases by age group, % of respondents 33% 29% To analyse reviews and ratings for bet
Slide 21: UK younger demographic shows budding interest in AI
22 Travel in 2024 The UK's younger demographic shows a budding interest in AI's potential, yet overall adoption lags the US – suggesting a more gradual curve towards widespread acceptance and integration AI use cases by age group, % of respondents 21% 21% To analyse reviews and ratings for better de
Slide 22: Reasons Americans give for their likelihood to use AI
23 Travel in 2024 Reasons Americans give for their likelihood to use (or not) AI in future vary… Likely to use AI in the future Unlikely to use AI in the future • Convenience and efficiency in planning trips • A lack of trust in AI • Instant customer support • A preference for human interaction • Re
Slide 23: Key observations
24 Travel in 2024 Key observations 1. Importance of Experiential Travel Post-Pandemic: Increased desire for unique, personalized, and adventurous travel experiences, which heavily influence traveler choices in destinations and accommodations, driving the demand for local cultural engagement and uniq
Slide 24: Strategies for the Travel Industry
Travel in 2024 25 Strategies for the Travel Industry Immediate steps that Travel organizations can do to inform their activities in 2024 Embrace Experiential Personalization Conduct in-depth consumer surveys to identify experiential trends and design travel experiences that resonate with modern trav
Slide 25: Travel in 2024: webinar & Q&A
26 Travel in 2024 Travel in 2024: webinar & Q&A Eva Stewart, Global Sector Head for Esra Calvert, Founder Travel & Tourism Esra Calvert Destination Consultancy, TTRA YouGov International Board Chair
Slide 26: Getting Rid of No Joy in Travel Planning & Experiences
Getting Rid of No Joy in Travel Planning & Experiences
Slide 27: Expedia's Romie Group Chat
28 Expedia’s Romie Group Chat In Alpha Testing
Slide 28: Wanderlog's Functional Features
29 Wanderlog’s Functional Features
Slide 29: Tripadvisor's Practical Reviews Summary
30 Tripadvisor’s Practical Reviews Summary
Slide 30: Source: Google
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Slide 31: The path to AGI is a journey
32 The path to AGI is • Stay Nimble vs Fixed Strategic Plan a journey • Integrate AI where consumer friction is Majority of AI projects fail • Assess feasibility • Experiment in business units where early adopters are • Build an Internal Learning Compass to prepare for future possibilities
Slide 32: Methodology
34 Travel in 2024 Methodology Omnibus Survey – UK & US Online survey of 3250 adults. The sample was structured and weighted to be representative of the YouGov AI Qual Explorer population by age, gender, region, social grade, education with a qualifier to identify travelers (68% travelers, 32% not;).
YouGov — Travel in 2024: Navigating travel preferences, experiences and AI webinar on 6ix