Sunday, March 20, 2022

Simple pleasures: Going back to the essentials

As we learn to live with the pandemic in 2021 and beyond, travelers seem ready to embrace a new, simplified way of experiencing the world. So much time spent at home has shifted travel priorities, bringing a renewed desire to enjoy more of the simple things in life.

Nature & simple pleasures

The use of “simple pleasure”-related endorsements such as hiking (94%), nature (44%), and relaxation (33%) on have increased since the start of the pandemic‡. Research also shows that over two-thirds of travelers (69%) will look to appreciate simpler experiences, such as spending time outdoors or with the family while on vacation. Over half (56%) will seek out more rural, off-the-beaten-path experiences to immerse themselves in the outdoors.

Top 10 trending endorsements: Demonstrating the rise in popularity of trip endorsements among travelers by month
Click a month or an endorsement to view the popularity of each travel endorsement.

A home away from home

Considering the renewed emphasis on privacy, space, and personal control over cleanliness and hygiene, it’s no surprise that we’ll see travelers look for accommodations that serve as a home away from home, with 42% preferring to stay in a vacation home or apartment rather than in a hotel §. This contrasts with sentiment from 2019, when 64% of travelers preferred staying in hotels. Almost half (46%) will opt to eat in as opposed to going to restaurants, so a well-equipped kitchen will be essential for any vacation rental in the future.

Time for relaxation

Relaxing trips will also be high on the travel agenda in the “new normal,” with more than half (51%) of travelers saying this was their preferred type of trip, followed by beach breaks (40%) and city trips (29%).

*Research commissioned by and conducted among a sample of adults who have traveled for business or leisure in the past 12 months, and must be planning to travel in the next 12 months (if/once travel restrictions are lifted). In total 20,934 respondents across 28 countries were polled (including 999 from USA, 496 from Canada, 497 from Mexico, 997 from Colombia, 999 from Brazil, 499 from Argentina, 995 from Australia, 499 from New Zealand, 999 from Spain, 996 from Italy, 996 from France, 999 from UK, 996 from Germany, 498 from Netherlands, 499 from Denmark, 499 from Sweden, 498 from Croatia, 1001 from Russia, 498 from Israel, 997 from India, 994 from China, 499 from Hong Kong, 497 from Thailand, 496 from Singapore, 499 from Taiwan, 997 from South Korea, 500 from Vietnam, and 995 from Japan). Respondents completed an online survey in July 2020.
†Based on the share of filter users who used the “pet-friendly” filter, comparing the average use of the filter across 2019.
‡Based on endorsements left on as part of post-stay reviews. Insight based on endorsements that saw the biggest increase in monthly usage between April 1, 2020 and September 11, 2020, compared to the average monthly endorsements between January 2019 and February 2020.
§Research commissioned by and independently conducted among a sample of 50,688 respondents across 29 markets. To participate in this survey, respondents had to be 18 or older, have traveled at least once in the past 12 month, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online in November 2019.


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