In August 2021, Rakuten Advertising surveyed around 1,000 U.S. travelers to learn about their feelings around travel and upcoming trip reservations.
Inside the Minds and Moments of Today's Travelers
Despite some starts, stops and ongoing changes, travel is on the rise. Marketers need to make quick, informed decisions and secure valuable placements that keep their brand and offers top of mind during crucial decision-making moments.
2x
increase in airline
and hotel bookings between April and May.
In August 2021, COVID-19 related health safety and protocols in a destination were ranked the top factor when booking a vacation along with vaccination and infection rates of destination.
U.S. consumers are strongly considering travel even with the continuous development of
the Delta Variant. A majority (56%) of travelers will not change their travel plans,
regardless of their level of concern around the Delta variant.
Out of the 702 people who are vaccinated, 44% are concerned about travel. Out of the 24%
of unvaccinated travelers, 70% say they are not concerned about booking travel.
In the first quarter of 2021, the average lead booking time for hotels and OTAs, was between 11-19 days, about 37% less than the year before.
As the summer travel boom winds down, brands are gearing up for
a busy holiday season.
After almost a year of booking declines across hotels and airlines due to restrictions and safety concerns, this year’s summer months closely resembled
pre-pandemic numbers.
of consumers are strongly considering booking trips during the holidays this year (Nov. – Dec.).
50%
are considering travel for January 2022 and beyond.
57%
(July 2019 compared to July 2021)
of respondents plan to travel more during this holiday season than they did in 2019.
31%
travelers will spend less on travel
this year than in 2019.
1 in 5
plan to travel the same amount for the holidays as they did in 2019.
47%
75% of Travelers
booked or are strongly considering booking
August-October 2021.
of 2022 Travelers
will spend up to $5,000
on a trip.
of Travelers
are strongly considering
booking over the next 6 months.
19%
60%
Since home shares are limited in availability, hotels have the advantage of promoting lower rates and amenities that rentals may lack. This can help brands build trust with travelers by magnifying digital marketing performance with high coverage of travel-related publishers and data-driven products.
This past summer, travelers gravitated towards warmer destinations, booking at
resorts and vacation rentals.
In the first quarter of 2021, the average lead booking time for hotels and OTAs, was between 11-19 days, about 37% less than the year before.
(July 2021, Rakuten Intelligence)
United States
Mexico
293%
St.Petersburg
Kansas City
64%
Dallas
38%
Savannah
35%
Palm Springs
203%
Cancun
135%
At least 25% of People
plan to book international travel in the next 6 months.
The number one factor when booking travel is still brand trust and confidence in safety.
Americans are no longer waiting to travel but their expectations from hospitality brands have changed since pre-pandemic times.
This is based on the 26% that said yes, and the 16% that they didn’t know.
YoY increase in
hotel bookings.
YoY increase in
OTA bookings.
YoY vacation
rental bookings.
Travelers are also gravitating towards longer vacations in rentals compared to hotels.
People stayed 2X longer at a vacation rental than at a hotel, 4.2 days compared to 2.1 days. Despite an increase in rates at both hotels and vacation rentals, travelers are still willing to book longer stays.
hotel
vacation rental
2.1 days
4.2 days
$126 average per night
$226 average per night
Travel brands can build top-of-funnel awareness through media properties like Rakuten Viki and Viber to build strength, interest, and engagement before
2022 travel begins.
Now is the Time.
Car renters were surprised to find limited (and expensive) inventory.
According to July’s Rakuten Intelligence data, not only did many car rental companies experience a lack of inventory this summer, but the majority of travelers spent more on car rentals than pre-pandemic.
This year’s car rental bookings outpaced 2020 but due to the shortage of car inventory, rental companies simply couldn’t keep up with the high demand causing prices to increase.
2021, Rakuten Advertising US Affiliate
Average value of rental car booking in May.
$408
more spend on car rentals in May 2021 than 2020.
2021, Rakuten Advertising US Affiliate
Hotels surpassed 2019 and 2020 bookings in Q2 2021 and maintained almost 100% growth throughout the summer months. Bookings started to dip September, likely due to the spread of the Delta Variant throughout the U.S.
With travelers waiting until last-minute to finalize their trips. Once they are ready to book, customers are seeking out online travel sites and booking directly with hotel brands.
2021 has seen tighter
booking windows.
Travelers said some of their top concerns when booking a trip include:
Flexibility in booking has helped travelers book trips more confidently this year.
Although only 17% of respondents booked trips for 2022, they are strongly considering booking travel and spending more.
Travelers are hopeful about
the future of travel.
54%
of travelers said they don’t have concerns or hesitancy when booking travel. The survey showed only 20% of travelers have changed, delayed or canceled travel plans due to the Delta Variant in 2021.
2021, Rakuten Advertising US Affiliate
As more trips are planned and journeys are booked, businesses need to understand how today’s travelers are considering, converting and paying for their travel. Relevant, properly-timed communications combined with the right media mix will ensure brands capture their share of the bookings.
Driving bookings and
converting travelers.
Steady week-over-week clicks currently resemble 2019’s conversion rates, around 6%.
The majority of travelers are booking
trips on credit and debit cards.
The survey found that sites and apps that show offers from multiple brands, online ads, and card-linked offers are all very popular among travelers when finding deals, rewards and discounts related to travel as well.
multiple brands
online ads
22%
22%
21%
card-linked offers
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consumers are actively seeking out incentives such
as coupons, cash back or rewards when making
travel related purchases.
Beyond last-minute travel deals,
9 out of 10
Travelers
will search for incentives online for their travel purchases.
of travelers will search for deals,
rewards and discounts using
online search.
40%
Travelers are currently spending 30% more on hotels than they were pre-pandemic.
While travelers are strongly considering taking trips in similar numbers to 2019, many are waiting until the last minute to book them.
Generation
1997 – 2012
10%
41%
1981 – 1996
40%
1965 – 1980
8%
1946 – 1964
1%
1928 – 1945
81%
were either Millennials
or Generation X.
70%
were vaccinated against COVID-19.
70%
were vaccinated against COVID-19.
60%
have a household income between
$50K - $200K.
60%
have a household income between
$50K - $200K.
Vaccination Status
81%
were either Millennials
or Generation X.
Household Income
10%
Less than $50K
41%
$50K – $100K
40%
$100K – $200K
8%
More than $200K
1%
Prefer not to say
70%
YES
3%
NO
27%
PREFER NOT
TO ANSWER
% people vaccinated
• Flight cancellations
• Availability of accommodations or car rentals
• Severe weather or fire-related travel impact
24%
35%
30%
9%
1%
Build trust with travelers.
Rakuten Intelligence data (now NielsenIQ)
Rakuten Intelligence data (now NielsenIQ)
6%
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